New Microsoft ads for apps confirm move toward unified Windows

New Microsoft ads for apps confirm move toward unified Windows
The other day, we showed you the back of an upcoming Windows Phone handset, the My Go GoPhone GF47W, that was stamped "Windows" on the back instead of "Windows Phone." This confirmed the speculation that Microsoft was making changes that would result in a unified Windows platform.

Further evidence that Microsoft is taking the phone out of Windows Phone can be seen in a couple of new television ads related to apps. The first ad features Adam and Shaun Lee, founders of a company called Bohemian Guitars. These guys make instruments out of things like oil cans, like you will see in the video. The pair use a Microsoft Surface tablet for business, but tote around Lumia handsets to access social media. At the end of the ad, we see icons for a number of  apps and the logo for the Windows Phone Store. But instead of  mentioning Windows Phone, we see branding for Windows.

The second ad features storm chaser Scott Hammel, and shows how he uses his Surface tablet and Lumia phones for both work and play. Even though Hammel mentions Windows Phone in relation to an app that he uses to check radar data, once again the spot ends with the use of the Windows name.

A unified Windows is coming and perhaps with the focus on one platform, Microsoft will be able to take the hardware to places where it might not have gone otherwise.

sources: Windows (1), (2) via WPCentral



1. der_damo

Posts: 213; Member since: Sep 16, 2014

come on, Microsoft - you can fuse them together and make a great ecosystem. I'd love to give Windows a try after 4 years of absence.

2. meanestgenius

Posts: 22533; Member since: May 28, 2014

I think the unified Windows approach will help Microsoft out a great deal in terms of selling more Windows handsets. Consumers will now be able to equate their handsets with their tablets, laptops and computers, with the same apps for all. This is a good marketing strategy by Microsoft and I sincerely hope it pays off big time for them. Choice is good for the consumer and will breed competition which will in turn have greater products produced for consumers.

7. Penny

Posts: 1870; Member since: Feb 04, 2011

This strategy has been in the works for a long time. It has been evident that it would eventually happen since Windows 8 first started getting revealed, and I've been waiting with each eventual release to see how far we are from that point. If they can get it done now, with Threshold (aka Windows 9), then that'll be a big boost to them in mobile competition. If not, then Android continues to increase its lead.

3. theguy2345

Posts: 1216; Member since: Jun 24, 2014

I don`t think they should drop phone from WP. it doesn`t have enough recognition yet to go off of just windows yet. and it would be extremely confusing to most consumers

5. Liveitup

Posts: 1798; Member since: Jan 07, 2014

I think that they are dropping the phone and paying more attention to Windows name cause Windows sells many desktops, tablets and PC they are leveraging the name Windows more than ever before. We already know if its in a smartphone form factors that it is a phone.

6. Penny

Posts: 1870; Member since: Feb 04, 2011

That's exactly the implication of their decision to remove "Phone" from the name -- the convergence of the computer and phone operating systems. It wouldn't be confusing if they are effectively merging the operating systems into one. There would obviously be key differences in functionality as different optimizations need to be made for each platform, but it could work as long as the key ingredients where the user are concerned are unified. I would say that this would at least have to include the synchronization of: Personalization Settings, Preferences, Apps and app data, Documents, Photos, and other files. As long as all that is unified between the two, it stands a chance at being a properly unified OS and would therefore merit the name "Windows."

8. Liveitup

Posts: 1798; Member since: Jan 07, 2014

Precisely, couldn't have said it better myself.

15. inlinev

Posts: 16; Member since: Feb 02, 2014

They have been synchronizing personalization, app data and content between them for some time. Threshold will just take that to a new level.

4. Settings

Posts: 2943; Member since: Jul 02, 2014

Its good to unify platforms. It will help customers think that what you can do in let's say desktop, you can do also in your phone. Its a new ecosystem which Windows is heading at.

9. magnum44 unregistered

This could possibly be great news for someone like me (l hope anyway). I have chronic bewildering woes with Windows 8.1 in an Alienware 18 laptop and WP 8.1 in a Lumia 1520, which hinder my enjoyment of such super FANBLOODYTASTIC hardware. I don't want to waste any time and energy (and well-being) trouble shooting bedazzling stuff I should take for granted.

17. gazmatic

Posts: 822; Member since: Sep 06, 2012

In all honesty, Alienware just sucks My m17x is collecting dust and I'm using a freaking toshiba satelite until I can buy an msi dragon edition. $2500 just collecting dust

18. magnum44 unregistered

I am too hoping to get the latest msi GT model (the GT72 2PE Dominator Pro) but waiting for 3 particular specs to arrive first: 1. Intel Broadwell 2. Nvidia GTX 980M (Maxwell) 3. Windows 9 The Alienware 18 I have costs over $4000 and so far so good (really worth it, terrific sense of occasion and unadulterated enjoyment every time I switch it on) but the backed in imaging and video applications of Windows 8.1 don't do it justice at the moment (hence my hope against hope of Windows 9).

10. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

Really looking forward to this! It should prove a major boost to the mobile side of the platform, considering the number of Windows users!

11. Aplusk

Posts: 120; Member since: Nov 10, 2013

ya bring lot of apps for windows.

12. 7thspaceman

Posts: 1597; Member since: Feb 14, 2011

Folks Microsoft is pushing itself to make UNIVERSAL APPS which are Apps that can be made by a developer that can run on a Windows desktop computer, Tablet or a smartphone. if Microsoft succeeds Apps wise it will all be one Windows for real for all MS devices. I think however all MS smart Phones will be named Lumia's except the Forked Android smart phone the MS "X2" the lone surviving forked Android open source smart phone Microsoft makes. the BIG question is will Microsoft continue to make the Windows RT tablets the Nokia Lumia 2520 or the Surface 2 their OS will be changed in 2014 to be combination of the Windows Phones and old RT Operating system. I think the RT OS dies this year.

13. -box-

Posts: 3991; Member since: Jan 04, 2012

Wish we could post images. I'd put the Game of Thrones one up with the line "Windows is coming..."

14. supratik1993

Posts: 13; Member since: Mar 16, 2014

After a long time, we get to see a windows phone add without cortana being shown.......

16. magnum44 unregistered To me, this very revealing ad to recruit for Microsoft is extremely relevant because (according to PA) shows Microsoft to be going up against Google's well-received imaging applications, as well as: - hints at new photo and video Microsoft applications across all screens - indicates that Microsoft is looking for developers to build the best photos experience across all screens, from phone to desktop including image analysis and imaging effects - shows that Microsoft is seeking someone who would help Microsoft develop something new so that you can "view your photo and video collection in dramatically rich and immersive ways" - indicates that Microsoft is working on a new and improved way for Windows users to view pictures and video on their handsets, tablets and desktop PCs That's why I have high hopes from Windows 9

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