I agree on the both points. The decision to market the Windows Phone as the phone you use less so you can get back to life seems idiotic. If I want to get back to life I’ll get rid of my (Android) phone entirely.
I also agree that the ad campaign has utterly failed to point out whatever advantages Windows might have over IOS or Android.
IMHO, they should have done more to market the actual phones (which seem to have solid, if not groundbreaking specs). While the OS is one factor in phone choice, I think most consumers choose phones, not operating systems.
They should have launched on handsets that were a generation ahead, and promoted how functional and cool those phones were. Then, consumers would associate WindowsPhone with those great devices.
Apple has been really smart with their ad campaign for the iPhone and the iPad. They’ve advertised the Apps. The latest ad campaign for iPad ends with a guitar jamming through the AmpliTube iPad ap. That is something that is tangible. I see Apple ads showing exactly WHAT the iPhone CAN DO, and I say “wow! I want a phone that CAN DO THAT!”
It’s pretty straight forward and simple.
And yet Microsoft can’t seem to tell us what Windoes Phone can do.
So I can’t tell if I want to buy one or not.
Which is the same thing as not.