Microsoft Prepares to Push Windows Mobile for Phones

Microsoft is ready to expand its marketing for Windows Mobile. On Wednesday, the company said it has hired Todd Peters as corporate vice president of marketing for its Mobile Communications Business (MCB).

Peters will be responsible for marketing Windows Mobile, one of the fastest-growing businesses at Microsoft; Windows Live for mobile; and other mobility brand offerings.

“This is an exciting journey for Microsoft’s mobile business; with Todd’s winning combination of technology and consumer experience, he’s absolutely the right person at the right time as we expand in appeal to a broader audience,” said Pieter Knook, senior vice president of MCB.

Extensive Experience

Peters most recently was a vice president at the office-supply company Staples, responsible for brand management and all U.S. retail technology marketing. He was behind the development of the Staples “easy” brand concept that was instrumental in driving sales. It was also Peters’ idea to create the Easy Button, which was sold through retail outlets to raise money for charities.

Before joining Staples, Peters spent six years at Intel, where he was responsible for setting global brand strategy. He developed the brand architecture for the Intel family of processors that helped upgrade the company’s market image. Before Intel, Peters spent 11 years in advertising agencies, including Hal Riney & Partners in San Francisco, where he led the launch of Sprint’s PCS service.

“Microsoft is gaining a real foothold with its mobile products and services in the consumer world,” Peters said. “I am looking forward to helping make Windows Mobile a brand not only that people recognize, but that they seek out when choosing the phone that’s right for them.”

Building the Brand

Avi Greengart, a wireless analyst at Current Analysis, declined to comment on the move. However, he did note some opportunities and weaknesses for Windows Mobile that Peters may address.

In terms of sales, Windows Mobile has been growing at a healthy clip. In terms of mindshare, however, Microsoft has been somewhat eclipsed by Apple and Google. There’s no question, Greengart said, that drawing more attention to the success that Microsoft has had will be the key to moving forward.

“Microsoft absolutely needs to keep developers focused on creating applications on Window Mobile and getting the general public to think about Windows Mobile phones as something they want to purchase, especially given that the price points on these products have come way down,” Greengart said. “It’s no longer necessarily a productivity-oriented purchase. Windows Mobile phones could be a substitute now for feature phones.”


Via Yahoo

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