Windows 8 is one of the boldest bets Microsoft will make, radically changing the interface on the operating system to the company’s tile-based Metro look, first used by
Windows Phone 7 last year. The familiar desktop photo covered with application and file icons will be available to PC users who want it. But Microsoft is pushing the new touch-friendly interface to convince consumers to buy tablet computers that will run it.
Microsoft rebooted its phone effort at the end of last year, introducing a passel of new phones from partners running its brand new operating system, Windows Phone 7. The slick-looking software, refreshed in September with an update dubbed Mango, has won plaudits from reviewers for its animation and app integration.
Marketing basics would dictate that across all customer touch points you maintain a consistent and unified message. Unfortunately, this is not the case even with some of the world’s biggest brands. Much like early websites were completely out of band with physical collateral, mobile-enabled websites often ignore an organisation’s well-crafted strategic communications plan and may as well represent a different company altogether.
Shaw’s Global App for the iPad was released just before Christmas last year, and it was the number one free download on the Canadian App Store during its entire week of launch.
Interestingly, just on two years ago, I wrote about the same issue that I am covering this month: ‘taking the web to mobile’. Except, in the earlier article, I had to focus on trying to convince the market that the mobile web was set to explode and that consumers would become more conversant and accepting of accessing websites via their highly restricted small form factor phones. It was a challenge finding strong supportive statistics and only a few analysts wrote with any degree of conviction. I recall receiving a number of passionate emails dismissing my commentary as mindless soothsaying.
Most would say going mobile is getting easier, with more powerful devices and better equipped browsers. Sadly, this is not the case and while certainly some of the basic rendering issues can now be addressed, there are a host of other influencing factors making the whole endeavour challenging.
