Lunden noted the new data showed that 45% of consumers say they are "unaware" of the Windows Phone OS. Another data point: "And among the 50 percent of consumers who said they will be buying a smartphone [in the coming quarter], but didn't want to buy a Windows Phone, the biggest reason, accounting for 46 percent of respondents, was because they didn't know enough about the Windows Phone OS."
"Microsoft's ad campaign needs to focus on what is the value of this operating system," says Ramon Llama, senior research analyst for mobile devices at market research firm IDC. "Android and iOS can have a 'carousel' of homepages. Microsoft's UI with its Live Tiles and Hubs [of related apps and services] is a big change from those static icons."
Nokia, which has bet its future on Windows Phone, has launched an aggressive ad and marketing campaign designed to emphasize the unique qualities of the OS, as embodied in its first two Windows Phone handsets, the Lumia 710 and higher-end Lumia 800. The phones, and the campaign, were unveiled at the recent Nokia World conference in London.
It's not yet known if Nokia will be present at next Monday's event. At Nokia World, CEO Stephen Elop promised that a "portfolio" of Windows Phone devices would be unveiled for the American market in early 2012.
Sign up for Computerworld eNewsletters.