When Microsoft decided to revive its ailing cellphone software business, it turned to the marketer who came up with the Staples “Easy Button,” which speaks the tagline “That was easy” when pushed.
Starting Tuesday, Microsoft is introducing a new version of its cellphone operating system, Windows Mobile 6.5, with a barrage of television ads, says The New York Times. The star, again, is a button. Not a big red one, but a tiny one on a cellphone, sporting the Windows flag logo.
Todd Peters, the onetime Staples executive hired by Microsoft to be corporate vice president for mobile communication marketing, said one problem he discovered when he joined the company a year and a half ago was that consumers did not even know that Microsoft made phone software. And they could not tell which phones had Microsoft inside by looking at them in a store.
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