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Mobile to become "a big play" for Microsoft

By Hugh Jordan

October 28, 2011 | 2 min read

Mobile is going to be “a big play” for Microsoft, according to international branded entertainment director at the firm, Jonathan Oliver.

Speaking at Weber Shandwick’s ‘Mobile Christmas and an APPy new year” breakfast debate, Oliver admitted Microsoft had been slow to get going in the mobile space, and in search, but he believes there is now a real appetite to make a mark in the mobile market.

“Mobile is a hygiene factor at Microsoft. The app mentality is being driven across everything we do,” said Oliver, pointing out that all Nokia phones will come with Window OS from now on.

Oliver categorised content produced by Microsoft Advertising as either lean back, lean forward or on-the-go - lean back being entertainment, lean forward delivery and the latter suitable for mobile. But it is creating a consistent user experience across different devices, rather than the content itself, that Oliver says is Microsoft‘s most important step forward.

“Windows 8 will have the same interface as the X-box, and the same as that used on the Windows phone,” he explained. “Its about seamless integration, that's what we want to create. For example, a user could be playing a game on their X-box at home and finish it on the bus, on their phone.”

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