For the first time ever, Microsoft (NSDQ: MSFT) is running TV commercials for its Windows Mobile operating system, and the 30-second spot highlights exactly what the company’s challenge is: no one Windows Phone looks the same, so there’s not a single image to advertise.
This is exceedingly clear in the commercial. You see a person leaving their house, and behind are some sad-looking Microsoft icons, like Word and MSN. Then, right as he’s about to get in the car, he realizes he can take them with him on the Windows Phone. But as Engadget points out, the phone he’s holding in the ad is a generic device, and at the end, it’s labeled with AT&T (NYSE: T) logos and lists the HTC Pure, which makes you think that the Pure is the only Windows Phone. Apparently, there’s also an unbranded version of the TV commercial running worldwide.
This is the same problem I highlighted earlier in the week, saying that Microsoft has a marketing problem because it has chosen to focus on the software and partner with handset-makers for the hardware.

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