Switched On: Making it different versus making a difference
By Ross Rubin 
posted February 16th 2010 5:30PM
posted February 16th 2010 5:30PM
Each week Ross Rubin contributes Switched On, a column about consumer technology.
How many apps does it take to screw in a light bulb? That was the question facing Microsoft as rival mobile operating systems backed by Apple and Google added tens of thousands of applications giving users stylus-free access to a wide range of capabilities. For a company whose co-founder trumpeted the notion of information at your fingertips, it was a bitter position. The light bulb wasn't screwed, but Microsoft looked as though it was.
Finally, though, the light bulb has turned on, and it has lit a path in the opposite direction from the guiding user interface philosophy that characterized Windows Mobile, née Windows CE, since it powered devices known as Pocket PCs. With its miniature Start menu, menu bars and icons, Windows Mobile had been designed to present a familiar interface to those used to using Windows 95. In this case, however, familiarity bred contempt. As Microsoft's Joe Belfiore repeated several times during his introduction of the new Windows Phone 7 OS, "the phone is not a PC."
But perhaps it might pass for a Zune. As many expected, the gestures, appearance and animations of Microsoft's digital media player were in retrospect a precursor for its new handset user interface, The focus is on the content with few on-screen controls; the design reflects a laudable disdain for lists. Indeed, the Zune's functionality has been integrated directly into Windows Phone, part of the Microsoft services homecoming that has included Xbox Live and Bing, with an update to Microsoft's My Phone services likely in tow.
Beyond the Zune, though, there have been several enhancements; Microsoft's team has artfully scaled Zune interface conventions to support the wide range of applications demanded of the modern smartphone. Key among the new concepts are hubs, which are live centers of interest that seamlessly branch to each other. For example, the People hub branches off to maps, Xbox Live, and social networks, and a Music and Videos hub integrates with streaming services such as Pandora instead of having to return to the device's main screen and relaunch it.
And as it has fled the desktop paradigm in its critical mobile foray, Microsoft has acted like many a convert, eager to show members of its former flock the error of their ways. In this case, the targets were Apple, which was chided for the iPhone's app-centric unitasking that requires frequent launching and in and out of different apps, and the many smartphones and feature phones that have aped the iPhone's appearance.
In contrast, the screens of Windows Phone 7 devices don't look anything like other operating systems, but they won't look much different from other Windows 7 phones. Unlike with previous versions of Windows Mobile, hardware partners will apparently not be able to add their own user interface layers on top of Microsoft's. While this has caused continuity problems in the past, it limits the differentiation an LG Windows Phone can have from a Samsung Windows Phone.
Indeed, while its approach is unique, Microsoft is touting many of the same integration messages that we've been hearing from Palm and Motorola. Those two companies, by the way, represent former licensees that Microsoft has not won back with Windows Phone 7. Other licensees, including HTC, LG and Samsung, are also supporting Android -- and Samsung has revealed its first handset with its homegrown Bada OS. Microsoft also did not attract new licensees like as Kyocera or Nokia, which was adding to the mobile OS clutter at Mobile World Congress by blending its Maemo effort with Intel's Moblin effort under a new MeeGo banner. For now, it appears that Windows Phone 7 hasn't done much to expand Microsoft's partner ecosystem.
Without a doubt, Microsoft will see some short-term lift when the first phones sporting its new operating system hit the market. If there's one thing the past three years have shown us, it's that U.S. operators love to get behind a new smartphone operating systems, leading to big campaigns behind the iPhone, T-Mobile G1, and Palm Pre. And this new Microsoft operating system is different enough to serve that role.
Beyond that, though, a different reality may set in. While the Zune was arguably later to a market dominated by others than Windows Phone 7, Microsoft's revamped user experience was not enough to change its fortunes in the media player space. And for all Microsoft's talk about the tighter integration among hardware, software, and services that it has fostered with new Windows Phones, it controls the complete experience with the Zune device.
Windows Phone Series 7 is different from its predecessors, it's different from the iPhone, and it's different from desktop Windows, But different doesn't always mean better. Microsoft's burden is to prove that its visual distinction and smooth integration outweigh the advantages of market leaders.
Ross Rubin is executive director of industry analysis for consumer technology at market research and analysis firm The NPD Group. Views expressed in Switched On are his own.
Finally, though, the light bulb has turned on, and it has lit a path in the opposite direction from the guiding user interface philosophy that characterized Windows Mobile, née Windows CE, since it powered devices known as Pocket PCs. With its miniature Start menu, menu bars and icons, Windows Mobile had been designed to present a familiar interface to those used to using Windows 95. In this case, however, familiarity bred contempt. As Microsoft's Joe Belfiore repeated several times during his introduction of the new Windows Phone 7 OS, "the phone is not a PC."
But perhaps it might pass for a Zune. As many expected, the gestures, appearance and animations of Microsoft's digital media player were in retrospect a precursor for its new handset user interface, The focus is on the content with few on-screen controls; the design reflects a laudable disdain for lists. Indeed, the Zune's functionality has been integrated directly into Windows Phone, part of the Microsoft services homecoming that has included Xbox Live and Bing, with an update to Microsoft's My Phone services likely in tow.
Beyond the Zune, though, there have been several enhancements; Microsoft's team has artfully scaled Zune interface conventions to support the wide range of applications demanded of the modern smartphone. Key among the new concepts are hubs, which are live centers of interest that seamlessly branch to each other. For example, the People hub branches off to maps, Xbox Live, and social networks, and a Music and Videos hub integrates with streaming services such as Pandora instead of having to return to the device's main screen and relaunch it.
And as it has fled the desktop paradigm in its critical mobile foray, Microsoft has acted like many a convert, eager to show members of its former flock the error of their ways. In this case, the targets were Apple, which was chided for the iPhone's app-centric unitasking that requires frequent launching and in and out of different apps, and the many smartphones and feature phones that have aped the iPhone's appearance.
While its approach is unique, Microsoft is touting many of the same integration messages that we've been hearing from Palm and Motorola. |
In contrast, the screens of Windows Phone 7 devices don't look anything like other operating systems, but they won't look much different from other Windows 7 phones. Unlike with previous versions of Windows Mobile, hardware partners will apparently not be able to add their own user interface layers on top of Microsoft's. While this has caused continuity problems in the past, it limits the differentiation an LG Windows Phone can have from a Samsung Windows Phone.
Indeed, while its approach is unique, Microsoft is touting many of the same integration messages that we've been hearing from Palm and Motorola. Those two companies, by the way, represent former licensees that Microsoft has not won back with Windows Phone 7. Other licensees, including HTC, LG and Samsung, are also supporting Android -- and Samsung has revealed its first handset with its homegrown Bada OS. Microsoft also did not attract new licensees like as Kyocera or Nokia, which was adding to the mobile OS clutter at Mobile World Congress by blending its Maemo effort with Intel's Moblin effort under a new MeeGo banner. For now, it appears that Windows Phone 7 hasn't done much to expand Microsoft's partner ecosystem.
Without a doubt, Microsoft will see some short-term lift when the first phones sporting its new operating system hit the market. If there's one thing the past three years have shown us, it's that U.S. operators love to get behind a new smartphone operating systems, leading to big campaigns behind the iPhone, T-Mobile G1, and Palm Pre. And this new Microsoft operating system is different enough to serve that role.
Beyond that, though, a different reality may set in. While the Zune was arguably later to a market dominated by others than Windows Phone 7, Microsoft's revamped user experience was not enough to change its fortunes in the media player space. And for all Microsoft's talk about the tighter integration among hardware, software, and services that it has fostered with new Windows Phones, it controls the complete experience with the Zune device.
Windows Phone Series 7 is different from its predecessors, it's different from the iPhone, and it's different from desktop Windows, But different doesn't always mean better. Microsoft's burden is to prove that its visual distinction and smooth integration outweigh the advantages of market leaders.
Ross Rubin is executive director of industry analysis for consumer technology at market research and analysis firm The NPD Group. Views expressed in Switched On are his own.
Absolutely no one seems to be talking about the hardware. I think this shows Microsoft blowed everyone away with the UI. Nice job.
MS World of Currency (Microsoft Point System & Verilux Light Bulbs):
Zune/Microsoft Points Currency....here is the problem: you never know how much you are really spending.
Zune/Xbox Currency Points.....here is the benefit: It's not acceptable to inflation because it currently has fixed exchange rates.
Actually, the value of the dollar curve (in terms of relative value of other world currencies) ....f>)c. then Ks the Dow Jones Industrial and the NASDAQ curve.
So when the DOW spikes so high in one year, an Economist knows that someone-thing is happening to the dollar. In this case, the dollar being worth less (our printing presses in DC can't print enough of our currency from working 24/7 and we also barrow from China).
We'll see how the Microsoft's new currency holds up. The dollar has flexible exchange rates while many third world countries have fixed exchange rates but the MSN Network's new currency of Points is yet to be seen.
BTW, even though I just made a totally wild and sarcastic post....it felt really good. Laugh-O-Loud. (IGTGT-Bed)
Making it different versus making a difference....hmmm...maybe this article should have been directed towards the iPad. Comparatively speaking, WP7 seems more groundbreaking than the iPad.
Hope they are smart enough to have tons of Apps available upon launch. That is the key to being regarded as a true SmartPhone.
I dont understand why everyone here seems to be raving over WinMo 7 (winphone). From what ive seen of it, it looks like total ass. Perhaps that's just the crappy IU they picked but it looks very limited. Sure our phones 'are not computers' but many of us want them to be as computer like as possible, just in mobile format. That includes customizing it as much as we like, and giving us a good amount of information (ie the home screen). I like how 6.5 Looks, but i know it could stand to use some performance enhancements. But i dont think cutting out the meat and potatoes of the OS to where we cant do much with it.
The screen-shots show more of a .. 'child-like' interface, like were too stupid to handle anything useful anymore. Id like to actually get my hands on it before i throw it in the dumpster totally, but so far, its looking like crap.
based on all the hands-on video I have seen so far... I am not impressed at all , just as how I am not impressed with IPAD. Would prefer the older WM6. All these new gadget tech that I HAVE been waiting for all fail to impress me!!! Lazy Apple and crazy Microsoft!!
Winpho7 is so far very troublesome to navigate, way too many swipe and steps to get to the destination, just like Iphone, too many swiping and careful glancing of every page to find the program I want to launch!
I can only view about 5 to 6 contacts on such a huge screen, everything is Huge, and wasting screen real estate. Live tiles is cool, but it slows down everything, and even appears buggy. no self-respecting business user would use this as their business phone, I know i wont! Microsoft is too busy competing with Apple at their game that he lost sight of the niche that Microsoft already monopoly, which is the business sector. Its time to lose that now WIndows! Great job!! Hope I am too soon to pass judgment base merely on those Videos.
@nswprop Why would you need to see more than 5 or 6 contacts at a time? Aren't most people looking for a single contact? This is where the search button comes into play. Also, you made a comment about trying to find the program you want to launch. I think Microsoft is trying to move away from this mindset and get the user to think about what kind of information the user is after as opposed to the application. And again, the search button would accomplish the task quickly.
@PegasusBites I sure hope its good, since everybody says its good, although I really "STILL' fail to see the point..sorry.
Even though I am a huge fan of all previous WinMo up to 6.5, because its like a scaled down PC with voice capability, a pocket PC basically . But this WInPho7 is ...a phone! No longer a scaled down PC with Voice! I am pulling my hair when I heard they yank Multitask and 'customiza-bility' from WinMo, and it would be just like an Iphone, with cartoony icons and animated tiles which only 13 yr-old would find it cool.
Just have to wait and see, try it out myself
The overwhelming enthusiasm isn't infectious. Instead it makes me a bit skeptical. "Finally, though, the light bulb has turned on, and it has lit a path..." I kept looking for what Microsoft rep that was a quote from. Seriously I am not trying to be a jerk here but I thought this really was an extended quote.
If it functions, great. It's not fancy and in my opinion a little ugly. That could be why it reportedly works so smoothly but it will be hard to take a step back in beauty.
Still, like I said, if it works great. Apple has to make a few more mistakes though to make this OS a success with Google in the game.
It reminds me so much of the Nintendo/Sony/Microsoft console war.
Microsoft will be stuck fighting with Google/Sony for the scraps left over by Nintendo/Apple. Unless of course Nintendo/Apple makes a series of unfortunate mistakes like I mentioned above.
@HektikLyfe I think the console analogy isn't right.Nintendo is clearly the leader in consoles sold but Xbox 360 has higher software sales (and more AAA titles). In addition, Microsoft rakes in a lot of revenue from the Xbox Live service. These are not scraps.
Further, the majority of consumers don't have smartphones. I'm reminded of the notion that Apples computers are ubiquitous. In some circles they are, but in most, they are not.
@PegasusBites Understood but I was talking from a hardware profit standpoint since this is hardware they are trying to push. I wasn't referring to scraps as total revenue. I meant the consumers. Their customers.
True but that time is coming and coming quickly. In the past few years I've seen more people jump on the smart phone bandwagon so quickly. I mean there are regular folks out there with Android devices! That's amazing to me. People who never had pagers or were anti-cell phones just a few short years ago.
I blame the social network phenomenon. People want their Facebook, MySpace and Twitter on the go.