Smartphone Maker Support Is Unimpressive

By Don Reisinger  |  Posted 2010-10-13 Print this article Print


5. The devices aren't drool-worthy 

Microsoft announced a slew of devices that will run Windows Phone 7 when it launches. But further inspection of those smartphones reveals that they're not all that appealing to the average consumer using the iPhone or the Droid X. That's an issue for Microsoft. If it's going to be successful, it will need to steal users from Apple and Google. And at least so far, that doesn't seem all that likely with its current slate of products. 

6. Vendors are disappointments 

Microsoft will be partnering with HTC, Samsung, LG and Dell, among others, to bring smartphones running Windows Phone 7 to store shelves. But to be quite honest, save for HTC, which has done well with Android, those vendors have disappointed in the mobile market for quite some time. Whether or not they can reverse their string of bad luck is anyone's guess. But Microsoft would be in a better position if it had better partners. 

7. The ads aren't working 

Microsoft has released several ads to promote Windows Phone 7. Those ads show folks staring at their smartphone as something that they should be focusing on is going on around them. The ads fall flat. They're not funny. They don't give users an idea of how Windows Phone 7 really works. And perhaps most importantly, they can't compete with Apple's or Motorola's ads. That's a problem, and it could come back to haunt Microsoft at retail. 

8. Where's the anti-Android case? 

Microsoft's direct competitor is Google. Both companies are vying for vendors to run their software, and they're both trying to get consumers to buy as many of those products as possible. Yet, Microsoft didn't make much of a case (if any) to show why its solution is better than Google's. That's a major issue for the software giant. It gives Google the opening it needs to capitalize. 

9. Apple isn't worried 

After seeing Windows Phone 7 in action, as well as all the products that will be running it, one thing is certain: Apple shouldn't be worried. The software itself can't match iOS, and the devices are way behind the technological might that the iPhone brings to the table. Simply put, in every way, Windows Phone 7 is a hobbled alternative to Apple's offering. 

10. Where's the hype? 

When Apple announces new iPhones or an update to iOS, the hype is palpable. Just about everyone knows about it, and most folks are excited to get their hands on the update. It helps sell products. Microsoft doesn't have that luxury with Windows Phone 7. In fact, few consumers seemingly care about it right now. That spells trouble for Microsoft's mobile platform-and its prospects of beating Apple and Google. Microsoft has to try to find a way to make consumers care-fast.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, 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

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