Go Big, Go Negative in Marketing Campaigns

By Don Reisinger  |  Posted 2011-12-15 Print this article Print


5. Developers, developers, developers

Applications are integral to the success or failure of any mobile operating system. Therefore, Microsoft must do everything it can to lure developers from Android to Windows Phone 7. The company's recent announcement that it will share 80 percent of application revenue with Windows 8 developers that make more than $25,000 is great, but it's not enough. Microsoft should share 80 percent revenue with developers, no matter what. The company can afford it, and the move will dramatically improve its relations with application makers.

6. Tell vendors to start innovating on product design

As mentioned, Windows Phone 7-based devices appear to be second-string product lines for many companies. But those troubles go beyond product specifications. Oddly, Microsoft's handset partners are selling products that lack compelling designs, and that's turning off potential buyers. Microsoft must start leaning on handset makers and emphasizing how important product design is. If it can do that, it can go a long way in changing the state of the mobile space.

7. Focus on Samsung

If there is any company that could prove integral to Microsoft's growth in the mobile market, it's Samsung. That company is delivering some of the best smartphones and tablets on the market, as evidenced by its Galaxy Nexus and Galaxy Tab 10.1, respectively. And although Samsung offers Windows Phone 7-based handsets, devices like the Focus can't generate sales like the Galaxy Nexus. It's time Microsoft focuses its efforts on Samsung to try and get the company to start caring more about Windows Phone 7 than Android.

8. The free phone giveaway is a good idea-keep it up

Microsoft's decision to offer free Windows Phone 7 devices to customers that have been burned by Android's security woes is a smart idea. It's something that Microsoft should not only continue, but it should add even more marketing muscle behind this promotion. Android handsets owners are displeased with the platform's security woes and it's about time Microsoft takes advantage of it.

9. Go negative in marketing campaigns

It's about time Microsoft starts getting tough with Google and Android. It's no secret the search giant can't stand Google. Furthermore, most would agree that Windows Phone 7 is a nicely designed and stable operating system. Why shouldn't Microsoft point that out and make it clear to anyone who will listen to its marketing that it believes Windows Phone 7 is a better operating system than Android? Microsoft needs to go negative against Android instead of just sitting back and hoping customers will come to its operating system.

10. Use Apple as a tool

Another important factor is for Microsoft to avoid trying to engage Apple in a marketing battle. Like it or not, iOS is a much better operating system than Windows Phone 7 and the iPhone is superior to competing handsets. So, rather than fight Apple, Microsoft should try to promote Windows devices as the best and most economical alternatives to Apple devices in its marketing and advertising. Regardless of what Microsoft does, it won't topple the iPhone anytime soon. So, it should accept that and try to make its handset partners' devices the second-place options in the market. At this point, it's the smart move.

Follow Don Reisinger on Twitter by clicking here


Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.

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