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A phone to save us from our screens?

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 replies on “A phone to save us from our screens?”

[…] 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 […]

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

[…] 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 […]

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