The biggest launch for Microsoft this holiday season, barring Kinect for Xbox 360 of course, is doubtlessly Windows Phone 7. The offering is definitely Microsoft’s last best chance to get a foothold in the smartphone market, and they’re taking it seriously. We talked with Greg Sullivan, senior product manager for Windows Phone 7, about features, the ad campaign and more.

[a]list: How did the idea for the ‘Really ‘ campaign come about?

Greg Sullivan: The cultural insight itself of the campaign wasn’t difficult to find. It’s all around us, everyday. People behaving badly with their smartphones when and where they shouldn’t be. Old smartphone design contributes to this bad behavior and is why it has become all too common to find people buried in their phones at dinner with their spouse, during an important meeting at work or at their kid’s little league game. And when you see it happen, it makes you want to say “Really!?” to the person staring at their phone. It’s an issue you don’t really see in advertising, and certainly not from a company who is in the business of selling smartphones. To select those “Really?” moments, we were really aiming for a balance what we’ve all seen every day and can relate to, combined with some more outrageous moments that show how bad this cultural problem could become if things keep going the way they are.

[a]list: With a lot of competitors in the smartphone space, how were you looking to differentiate Windows Phone 7?

Greg Sullivan: We built a different type of phone for people. Today’s phones take a very traditionally PC-like approach in that they are built around icons linking to apps. To get information users must run the applications one by one. They force the user to coordinate across the device and piece together disconnected experiences. This problem is growing more evident as mobile devices assume greater responsibility in our daily lives.

People’s lives are not a set of discrete tasks and their phones should not be either. Windows Phone 7 is built around the tasks users really do and integrates them seamlessly with a rich, “glanceable” home screen view and common experiences like photos, gaming, and productivity built into “Hubs” designed specifically for those tasks.

Windows Phone 7 is also the only phone featuring Xbox Live with a blockbuster line-up of game titles from award-winning publishers.

[a]list: Talk to me about the integration of Xbox Live and the importance of it to Windows Phone 7.

Greg Sullivan: We’re bringing the best of Xbox Live to Windows Phone 7 in a tailored mobile experience. Now, you’re able to take your favorite parts of Live with you wherever you go. Phone 7 is the only mobile platform where you can stay connected to your Xbox Live friends while earning and tracking Achievements, checking out the latest on Xbox Live leaderboards and building your Gamerscore every time you play an Xbox Live enabled title. Just like on the console, upload your Avatar or create a new one right from your phone. You’ll also be able to check out the latest game titles and breaking Xbox Live news in your Spotlight feed.

[a]list: What are some of the apps and games that you think will help Windows Phone 7 stand out?

Greg Sullivan: We are working with many different developers who have expressed interest in capitalizing on the first mover advantage that comes from being among the first on Windows Phone 7. We’ve already shown apps and games like Twitter, Netflix, Travelocity, Open Table, Slacker Radio, Bejeweled, The Sims 3 and Crackdown 2 Project Sunburst.

Tiles in action.

[a]list: Talk to me about the tiles and the interface. How does that factor into your ad campaign?

Greg Sullivan: The home screen on Windows Phone 7 is called “Start”. Start is different from home screens on other phones because it puts you in control. Instead of a wall of small icons it has large “tiles” that provide relevant information so you don’t have to dig for it, while giving faster access to whatever you choose to pin to it. You can pin a variety of live tiles to Start, not just applications, but also your favorite people, photos, songs, albums, musicians, videos, podcasts, and Web pages. Your Start will be obviously yours, even from afar.

Phones today perform tasks on demand, in linear fashion; but nobody lives that way. We wanted a campaign that drew attention to this and that used humor to make people stop and consider that there might be a better, different way to think about how they use a phone to get to what/who they want easier and faster. Sometimes that means completing a task quickly so you can put your phone down and be more engaged in the moment. Other times it’s being able to immerse yourself in rich experiences on the phone like music, games and social networking with one click from the start screen; our goal is to spark a conversation around how we could all benefit from a change in behavior and a different kind of phone experience.

[a]list: What has the focus been for the mobile banner ads for Windows Phone 7?

Greg Sullivan: As discussed in the past, the products and marketing that you’ll see in coming months represents the continued investments we’ve made in defining the next consumer experiences. We’ve also talked about our unique position of being both an incumbent and challenger in certain markets, and the various marketing approaches we deploy to break through. Windows Phone 7 will be a new arrival in a highly competitive space. Our marketing acknowledges this position and we use a provocative, yet creative stance to spark the conversation and cause people to sit up and take notice.

[a]list: What networks and demographics have you been reaching out to for Windows Phone 7?

Greg Sullivan: We think there are two categories of people who will love this phone. One, millions of users are looking for a phone that plays as hard as it works, and Windows Phone 7 delivers. It is the only phone on the market with Office Mobile, as well as Xbox Live and streaming music via a Zune Pass. Add single button access to Bing and a great browsing experience with Internet Explorer, and it’s a phone that just works for you. Two, I’d like to add we are still in the early years of mobile; only 20 percent of all mobile phones are smart phones and IDC predicts that will grow 55.4 percent by the end of 2010. Windows Phone 7 is a great option for the millions of people around the world coming into the smart phone market looking for a fresh, new experience.

[a]list: Talk to us about Windows Phone 7 as an ad serving network.

Greg Sullivan: Anyone interested in advertising through Windows Phone 7 applications should visit http://advertising.microsoft.com/mobile-apps {link no longer working} for all the details.

[a]list: Greg, thanks for your time.

_ _

Are you excited for Windows Phone 7? Do you think Microsoft has what it takes to compete in this competitive market? How do you like the “Really ” ad campaign? Join the conversation at Facebook!