Ampers & Dot

Today, October 6th, is a huge day in history: Microsoft released Windows Mobile 6.5 to the masses. But you already knew that, right? No. Of course you didn’t. And that’s what today’s post is about…

Loyal readers know well that I’m a Windows Mobile user - and I have been for the last six versions of the mobile operating system (Windows Mobile 2003, Windows Mobile 2003SE, Windows Mobile 5, Windows Mobile 6, Windows Mobile 6.1, and now Windows Phone (apparently what they’re now calling Windows Mobile devices from WM6.5 and on)). So obviously I’m a bit excited about the today’s official release of the new build.

But apparently, I’m the only one.

I’ve previously criticized Palm and RIM for soft-launching devices and not stirring up interest the way Apple does, but we’re not talking about a single phone here, we’re talking about a full Operating System, bound to run on 30+ phones by the year’s end. Microsoft even did the right thing: they set a firm launch date (that didn’t overlap with an Apple announcement) and even told a few people about it in advance (go figure!). But today, the big day we’ve all I’ve been looking forward to, I have to ask: where’s the delivery?

In short: it’s just not there. And the sad part is that I just don’t really have an excuse for the lack of enthusiasm from the tech community. Here’s the best rationale I can do:

• The masses love the iPhone. The iPhone is awesome and has stolen all of the mobile thunder for the year (yes, it did come out two years ago, but has gained enough momentum to steamroll the competition).
• The big blogs love the iPhone. Both Gizmodo and Engadget took the opportunity of Windows Mobile 6.5’s launch to bash the new build. Thanks guys. I’m not saying WM6.5 is perfect (in fact, I’m not saying a thing about it in this post - that’s coming later), but how about a little bitartisan reviewing?
• The tech-geeks have moved to Android. As I said recently, the Linux-based Android handsets appeal more to the geeks. While Windows Mobile has always been great for techies due to highly customizable and hackable Windows CE core, Android has linux. Game over.
• Windows Mobile users often don’t know they’re using Windows Mobile. The biggest problem with WinMo is that it’s just so poorly branded. Most (and yes I do mean “most”) people who own Windows Mobile Phones likely don’t know what version they’re using, couldn’t tell you if it’s 5.0, 6.0, 6.1 or 6.5 - let alone if it’s even running Windows Mobile! But it’s not their fault, no one ever told them.
• Microsoft doesn’t really market Windows Mobile. Ever seen an iPhone ad? Wait, here’s a better question: ever not seen an iPhone ad?! Enough said.

So as today comes and goes, with little hype and a lot of disappointment, I think Microsoft should take a good hard look at the results of the launch and reevaluate how they address the next version of Windows Mobile.

Better yet, Microsoft should take lesson from their own playbook: spend money marketing a product, it can work. Hell, with only $80m spent on Bing, you can take a sizable chunk from Google. Google! I just hope they take a fraction of that and put it towards mobile platforms to go up against the other players quickly creeping in on their marketshare. Hell, it’s worked for Apple just fine.

But hey, let’s not get too down on them today. Let’s celebrate Windows Mobile 6.5’s release - and then start the countdown all over again to Windows Mobile 7.

Update: oh. I found the marketing material