14 DAY TRIAL // Last week, Microsoft made official two new Nokia Lumia smartphones, which are the second and third Windows Phone devices it launched after the purchase of Nokia’s Devices and Services division, and the company has already kicked off the marking campaign for them.
In a new series of video ads published last week, the company is teasing a new “smartphone from Microsoft” that will render users less frustrated when compared to what other devices out there can offer.
In the first video embedded below, you’ll see people gathered for a group therapy session, in which they should talk openly about their relationships, with one of them swearing, “She doesn’t understand a [expletive] thing about me.”
Clearly, this reference is to Apple’s Siri, the digital assistant available on the iPhone, which has been long mocked for not being able to understand correctly at all times what users are saying.
The video’s tag line is “Finally, there’s a smart phone you’ll swear by, not at. From Microsoft,” a clear reference to Lumia devices and Cortana, the digital personal assistant loaded on the newest of them in some markets out there.
Other clips in the series tout the fact that the new phone from Microsoft enables users to “be part of stuff,” and that it also features the user’s “kind of energy” (it can keep up with your needs).
Cortana – a truly personal digital assistant Cortana has been introduced in April alongside Windows Phone 8.1, and Microsoft has been teasing ever since the great personalization features and system-wide integration that it features.
Those who already had the chance to interact with Cortana know that it can set reminders, create calendar entries, read and write messages, perform searches, launch apps, and do much more, all by simple use of voice.
Initially launched only in the United States in a beta flavor, Cortana has been already expanded to some more markets out there, including the UK, China, India, and more, and should arrive in even more territories in the not too distant future.
However, Microsoft is not rushing the launch in new markets, as it wants to ensure that the experience that users in new countries receive from Cortana is indeed tailored for their needs.
Powered by Bing, the digital personal assistant can easily serve relevant, local search results, in addition to featuring a “personality” in line with what users would expect from it in their area.
In the description of the aforementioned videos, Microsoft says that more information on this will follow soon, so stay tuned to see what the punch line of this new ad campaign is all about.
