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Microsoft shows off mobile features in new campaign

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Microsoft Corp. last week unveiled an integrated campaign for the latest version of Windows Mobile to show how business users can get more work done wherever they are, using new features of the mobile software.

The campaign, called “Start Doing More,” was developed by McCann Worldgroup, San Francisco.

It includes print, online, radio and out-of-home. The budget was undisclosed.

“The mobile campaign extends our success with our previous mobile marketing efforts to an even larger group of business users,” said Mich Mathews, senior VP-corporate marketing group at Microsoft. “The campaign makes heavy use of digital and makes a point of helping people understand the capabilities of the new mobile devices in a clever and immersive way.”

The online campaign, which is running on a Microsoft microsite, is highly visual and begins with a view of a scenic road, as shown from the perspective of the driver.

Voice-over says, “OK, let’s say you and a friend have sneaked out of work early to take a ride to the coast. This is purely hypothetical, of course.”

The campaign goes on to show how business users can access mobile versions of Microsoft programs or work with search and mapping functionality to get work done while they’re away from the office.

By clicking on a “Get more done” icon, users can view demos of how they can access documents in

Microsoft Word, Excel and PowerPoint; manipulate data; and send revised documents as e-mail attachments.

By clicking on an icon labeled “Stay more connected,” users can see how they can use Windows Mobile to check e-mail, including HTML e-mail with pictures; manage their calendar; and update their contact lists.

Another icon, labeled “Explore more places,” shows users how to work with Microsoft Live to access 3-D maps, check business listings, get directions and find traffic reports from their mobile phones.

During the demos, the background scenes change from a coastal roadside, to a ferry boat, to a busy downtown scene.

The campaign also includes information on the various phones that support Windows Mobile, including the T-Mobile Wing, Sprint Mogul, Samsung BlackJack and Motorola Q.

By clicking on icons for the different phones, users can link to vendors’ Web sites to see demos, get more product information and buy phones.

Print and out-of-home ads also show features of the software and drive users to the microsite at http://www.microsoft.com/windowsmobile/startdoingmore/.

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