A phone to save us from our screens?

Posted on 11 October 2010 in Film, Interaction design, Mobility, Ubicomp

Microsoft has two new ads, anticipating their upcoming Windows Phone 7 launch. The first is an almost post-apocalyptic vision of humanity stuck with their heads in their mobile devices:

Here’s David Webster, chief strategy officer in Microsoft’s central marketing group, explaining their anti-screen strategy:

“Our sentiment was that if we could have an insight to drive the campaign that flipped the category on its head, then all the dollars that other people are spending glorifying becoming lost in your screen or melding with your phone are actually making our point for us.”

The problem of glowing rectangles is a subject close to my heart, and Matt Jones has been bothered by the increase in mobile glowing attention-wells.

I think Microsoft & Crispin Porter + Bogusky’s advertising strategy stands out in a world full of slick floaty media. The only problem is that without any strategy towards tangible interaction, I’m not sure the ’tiles’ interaction concept is strong enough to actually take people’s attention out of the glass.

5 Comments

  1. Things I read on 12th October 2010 | I’m George’s Blog
    12 October 2010

    [...] A phone to save us from our screens? · · · ◊ ◊ ◊ · · · Leave a Reply Click here to cancel reply. [...]

  2. My new phone | afaik
    1 November 2010

    [...] turns out that I’m not the only one to have been thinking about backgrounding. As Tino Arnell recently pointed out, Windows Phone 7 is championing backgrounding both through software design and advertising. He [...]

  3. Bob
    8 November 2010

    Yeah, I wish Microsoft had spent that time and money making a *product* that flipped the category on its head…

  4. No to NoUI – Timo Arnall
    13 March 2013

    [...] glowing rectangles, studying our obsession with screens and the ways in which this has become a cultural phenomena. In response I have been researching and inventing interfaces for taking interaction out from under [...]

  5. 对NoUI说不 | 曉生
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    […] 我赞成推动这一运动的缘由,认为目前设计界对触屏的痴迷的确是有问题的。我已经花了近八年时间,研究我们痴迷的屏幕以及这些成为一种文化现象的方式。成果是已经研究和发明出从视觉系统中脱离出来的交互界面。 […]

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