GROWING THE MARKETSHARE OF WINDOWS 10 MOBILE

ASK: IDENTIFY NEW MARKET OPPORTUNITIES FOR WINDOWS 10 MOBILE VIA THE MICROSOFT CONTINUUM FEATURE


BACKGROUND


WHAT IS MICROSOFT CONTINUUM?

Continuum is a productivity feature of the Windows 10 mobile operating system. It allows people to connect their phones to other devices (i.e. monitor, tablet, laptop) for a PC-like experience when on the go. In order for the phone to connect, the other device must have the latest version of the Windows 10 OS.

PROBLEM

Microsoft Continuum needs Windows 10 OS on both phone and device to work. In the United States, Windows has over 80% of the desktop operating system marketshare. The mobile marketshare, however, is dominated by giants Android (78.1% market share) and Apple (18.9% market share).  As Windows 10 mobile lacks the marketshare it needs in the U.S., we had to find another market for Microsoft Continuum to thrive.


 

Phase 1: finding the right market

JAPAN

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UNIQUE PHONE MARKET

Recent rise of smartphones.

Japan is a very tech-savvy country, but when it comes to smartphones they were late adopters. The market began to shift from feature phones to smartphones in 2014, leaving room to grow in the market.

Local independent phone manufacturers.

In Japan, Android and Apple do not dominate the mobile market like in the U.S. Many independent phone manufacturers are opting to use Windows 10 mobile over any other OS. 

81% of the country uses Windows OS.

The country has a thriving business sector that relies heavily on the Windows operating system for its desktop devices.

BUSINESS CULTURE

Extremely competitive. 

Japan's business culture is driven by efficiency. Compared to Western cultures, over performance is the norm and perfection is prioritized over deadlines.

Team Oriented.

Businessmen work hard for the good of their company rather than individual glory. Collective success is essential and teamwork is of paramount importance.

Tech Focused.

The business world of Japan is filled with technology enthusiasts who are willing to try new experiences.


CONSUMER INSIGHT

Japanese business culture is driven by competition and success. When people don’t overperform they feel like they’ve let their entire team down. 

STRATEGY

Windows 10 mobile gives your team the tools they need to overperform.


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PHASE 2: LAUNCH PLAN

2020 OLYMPICS

 

Opportunity

We took a look at what's happening in Japan to see what we could leverage when launching Continuum. We found that the upcoming 2020 Summer Olympics are taking place in Tokyo. With all eyes on the country, we can use the Olympics to promote the product around the world.


Campaign


CONCEPT

Continuum helps you work on the go. It’s the additional team member that keeps you close to your business. 

TAGLINE

Work Together. Win Together.

MANIFESTO

 
 

TV SPOT

In the TV spot, we use a relay race to play into the team mentality of Japanese business culture while also demonstrating how Continuum can be used to get a job done effictively and efficiently. 

 
 

AIRPORT LOUNGE INSTALLATION

In anticipation of the 2020 olympics, Japan's Narita Airport was redesigned around an indoor running track, making it the perfect location for a Contiuuum Airport Lounge. The lounge will feature Microsoft desktops with Continuum devices, as well as informational posters encouraging users to hook up their Microsoft phones. 

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INTERACTIVE BILLBOARD

Through an interactive digital billboard, users can experience the power of controlling a large screen through their phone.

 
 

1. Users see billboard.

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3. Plays game.

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2. Users go to URL on mobile device

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4. High scorers are given a free Windows phone with Continuum.

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TEAM

Art Direction | Ken Tsuchiya, Liwen Xu

Copywriting | Kaitlin Demayo

Creative Brand Management | Bryn Bissey

Experience Design | Abby Walter

Strategy | Lauren Tresco

WHAT I LOVED ABOUT THIS PROJECT

  • Launching a product in a different country
  • Working on a challenging product
  • Learning about Japan and their consumers