Evaluating Microsoft's Ads Targeting iPad "Deficiencies"


You likely have seen the TV ads where Microsoft is taking the iPad on. One pokes at Siri, the other calls attention to the fact that Office applications are limited on Apple’s tablet.

Mobile Marketer asked me what I thought of this tact.

Here’s, in part, what I said in today’s article:

"Sure, it would be great if we could use Office programs more freely, but many of us don't see that as a deal-breaker — just like we don't see a crappy Siri experience as a deal-breaker.

"There is too much else that delights us.”

The full article is here http://www.mobilemarketer.com/cms/news/advertising/15442.html

I’d love to know what you think.

Notes From A Mobilized Marketer - The "Suckers For Apple Products" Edition

Jimmy Kimmel called consumers "suckers" for buying so many similar Apple products. Parody but how true for you? Or me?

Meanwhile, Apple has doubled its ad budget to $1 billion a year.  What's the value of "free" pre-product launch buzz unique to the company?

According to multiple reports, Microsoft is testing its own brand smartphone. There are risks in pissing off their partners, but too much is at stake not to make a run under full Microsoft control.

Speaking of Microsoft, Oprah said this about the Surface tablet: It “feels like a Mercedes-Benz to me, people!” Her stock isn’t what it once was, but what’s the worth of her comment in terms of sales?

Mobile giving could account for 20 percent of Sandy relief efforts. Text REDCROSS at 90999 to donate $10 to the relief efforts. As a reminder, more than 90 percent of those who contributed via mobile to Haiti relief were new Red Cross donors.

Teens who use smartphones may engage in more sex, according to a researcher who doesn't blame the technology.

IDC says the share of users accessing social networks on PCs will drop from 66 percent in 2012 to 52 percent in 2016. Mobile disruption.

You thought it was tough now getting a table at Starbucks - just wait. The company is testing wireless charging for devices.

Free mobile apps are four times more likely to track location, says security company Juniper Networks.

How cool is this? Given tablets but no teachers, Ethiopian kids are teaching themselves.

Neither Siri nor Maps would lead you to the executive shuffle at Apple. Siri would think you said dapple.

"Kinecting" With Microsoft

Steve Clayton is the first to tell you that he is Microsoft’s director of storytelling, not director of spin.

I was struck by Steve’s candor during a 30-minute presentation at an IABC Seattle meeting.

He said his job is often to convince people that Microsoft isn’t “boring”.

And that his job would become irrelevant if everyone understood Microsoft – and that he doesn’t see that happening.

And that the Xbox controller is a "barrier". Conversely "by waving at a TV with Kinnect, one billion more people can experience technology".

"Kinecting" With Microsoft
"Kinecting" With Microsoft

As background, Steve works with teams across Microsoft to highlight work of product groups, Microsoft Research, incubation teams and individuals–all with the aim of providing an insider’s view of Microsoft and showing people what’s next in technology.

Steve spends time with the company’s developers, researchers, ethnographers, sociologists, cinematographers–and even race-car drivers–and highlights their work through speaking engagements and the Next at Microsoft website. http://blogs.technet.com/b/next/

One of Steve’s main assignments is to provide daily content for the site, which he says has seen days with 100,000 page views.

Of course, he isn’t going direct to the masses.

To provide the biggest impact, Steve is attempting to sway 50 bloggers and media members “because they can influence 50 million or 500 million”.

Steve is on Twitter @stevecla.