Everyone’s favorite Microshill Mary-Jo Foley continues to build her case for a Microsoft entry into the mobile phone hardware business: Project Pink.
Not to be confused with a fundraiser for breast cancer‚ the interface for the Project Pink phone is supposedly being designed by the Danger‚ Inc. folks that M$ picked up via acquisition last year. Who are they? Aside from being creators of how-to videos that make you want puncture your eardrums with something sharp‚ they were the masterminds behind the Sidekick phone software.
Ed: Danger pulled said eardrum-splitting video.
So it’ll be based on WinMo‚ but with a whimsical Danger overlay? Maybe smartphone hardware with hip software? Sounds about as well thought-out as any piece of consumer electronics M$ has put out to me. Microsoft may also slap their name on the hardware. Sweet Christ let that please be true.
Even though Microsoft is capable of announcing products that look finished – complete with appearances on late-night TV and star athlete endorsements – 18 months prior to their promised ship dates‚ Mary Jo is having a hard time pinning Redmond down on details. One thing that is known: McCann Erickson has been hired to manage the ad campaign for the PinkyPhone. You may remember them as the firm who directed the Halo 3 campaign for the 360. In that campaign‚ according to the firm‚ the challenge was changing the question from “how do you pull $40 million of milk from a dried-up titty how do you market a video game?” to “how do you honor a hero?”. In Pink’s case‚ the challenge will be changing the question from “what the fuck is Microsoft thinking?” to “you guys made the Sidekick?”.
When it comes to shitty follow-ups to competitors’ successful products‚ no one walks into a punch quite like M$. Here’s to another billion-dollar capital spigot! Cheers!