[This story is running in the print edition of The Seattle Times Oct. 30, 2012.]
SAN FRANCISCO — It wasn’t hard to tell whom Microsoft was trying to win over with its Windows Phone 8 launch event Monday.
Microsoft transformed an area of a civic-center auditorium into a temporary swanky, chill lounge, complete with mood lighting and lit wall panels echoing Windows Phone’s live tile colors.
Also, Jessica Alba showed up.
It all added up to some words not commonly associated with Microsoft: fun and cool.
Clearly, Microsoft — long associated with work, productivity and your company’s IT department (the success of Xbox notwithstanding) — was trying to reach younger, hip consumers and attempting to do so not by talking about detailed specs, but by conveying a cohesive story about the overall meaning of the phone to people’s lives.
[Continue reading the story here.]