1. Microsoft Protégé 2011 Windows Phone 7 Series Marketing Campaign

2. Contents Introduction Market Research Consumer Analysis Segmentation, Targeting & Positioning The Big Idea 7Ps Campaign Development Campaign Mediums Campaign Map Evaluation& Improvement

3. Introduction Marketing MAD is a marketing agency specialising in creative marketing campaigns. We have been given the opportunity to design a campaign for the Windows Phone 7 Series, targeted towards the UK student market. This presentation explores the industry and consumer trends, delivers our campaign idea, inclusive of development and implementation.

4. Market Research

5. Key Industry Insight There has been a relatively low overall penetration of smartphones into the overall phone market, with brands such as Nokia remaining the dominant ‘simple’ mobile phone choice for consumers1. This highlights the opportunities for the smartphone market – providing potential for long-term sustainable growth. Google’s Android has made an impressive leap into the market place growing at 2,429% to 1.8 million in Europe between 2009 -2010 accounting for approximately 3% of the European market2. Within Western Europe in the last 24 months, Android has joined Symbian and iPhone as the top choice amongst consumers3. Identifying Android as the fastest growing among the key competitors and substitutes for mobile operating systems(OS); highlighting the importance for OS brand loyalty. Business Insights forecasts that the global mobile phone industry will grow to reach $293bn by 2014 4. Evidencing the size of the potential market for the WP7 series.

6. Key Product Insight Microsoft’s share of the smartphone operating-system market declined to 2.8 % in the third quarter 2010, according to Gartner Inc. Android’s share increased to 25.5 %, while Apple’s iOS share declined to 16.7 %5. This illustrates the dynamic nature of the industry; where rapid growth is achievable. Satisfaction for the product is at 93 % and brand awareness has jumped 22 points to 66 % since it was released. T-Mobile USA said of Windows Phone 7: "The customers are very satisfied with the experience. We’ve done well with the devices that we sold.”6 Evidencing a successful product, and re-enforcing consumer loyalty and retention. In January 2011, LG reported about its own WP7 handsets: "From an industry perspective we had a high expectation, but from a consumer point of view the visibility is less than we expected".7 Highlighting the need for further advertising and promotion to increase visibility of the brand and drive purchases.

7. Smart Phone Market Share 2010 There is significant competition from 4 Key competitors within the smart phone market.

8. Key Strategic Issues – SWOT Analysis

9. Porter’s 5 Forces Choice of products with minimal differentiation. Fairly high switching cost. Differing functions Substitute products could be: MP3 player, laptop, tablet, PDAs. Handset providers. Microsoft are the software providers. Huge capital requirements. Brand. Economies of Scale. Rivalry is intense among industry competitors. Low differentiation between competitor products.

10. ? ? ? ? ? ? ? Teaser

11. Consumer Analysis

12. Target Audience UK Student market 1.8 million students 18-26 Year olds 34% of 16-24 year olds have a smartphone- a large proportion being students

13. Primary Research Online & Face-to-Face Campus Surveys 37 students responded to the online survey, and 31 students responded to the campus survey; with a total of 68 respondents. On average students change their phone between 13-24 months. Reasons include: end of contract, a new phone coming out or bored with their current phone. Key features students value in a phone include: Unlimited internet access, Recording lectures, Access to University documents and University portals, Keeping up-to-date with friends at all times, User-friendly lay-out, Video chat, Large memory for media All of which the WP7 can do. But does the UK student market know enough about the WP7? 68% of students have heard of the WP7, but 85% were not aware of its features and benefits. Highlighting the need to increase product awareness and product benefits targeted towards the UK student market.

14. Primary Research When asked whether students felt the WP7 would be useful for their student life 50% said Yes and 30% said maybe or that they weren’t well enough informed. Showing that the WP7 is suitable for the UK student target market. 15% of respondents said they would purchase a WP7 whilst 57% of respondents said they might purchase the phone. Suggesting great potential for market share and highlighting the need to educate consumers to convert the ‘Maybes’ into Yes’. Nb. It is worth noting that the 15% of respondents who said ‘Yes’ may be faced with potential barriers to purchase such as contractual agreements or competitor products.

15. Research also sought to identify how other mobile Smart Phone brands are perceived by the student population. If they could own any phone, the majority would like to own an iPhone. However the next most popular phone was the Microsoft HTC HD7 phone – with WP7 OS. This illustrates that the iPhone holds a strong position in student perceptions. The HTC HD7 phone being a second choice is however very positive and shows that it is likely to be well received by the student market. It will be necessary to increase student knowledge to overcome the iPhone’s current dominance. Students were asked which phone they would most like to own.

16. Focus Group: A Focus Group was conducted with 6 students (5 reading varied courses at the University of Plymouth and 1 reading Photography at the Plymouth College of Art & Design). A Presentation was shown to provide information about the Windows Phone Series 7. Questions were asked to explore previous survey findings and to gain specific feedback on our campaign idea to enable further development. Findings: - Positive feedback on WP7, although lack of knowledge of product apparent - Emerging trend of consumer need groups - Internet & Email (smartphone users) vs. Basic phone needs (cheaper with exclusively text and call functions) - Peer review is by far the strongest factor in switching products, although in some cases loyalty to the manufacturer or operating system (OS) is greater - Loyalty to manufacturer more common than OS, only Android & Apple iPhone OS cited Findings support the need for greater visibility to educate and foster OS loyalty among target consumers. Product awareness can be achieved through targeting key early adopters to encourage peer recommendation.

17. Student consumer behaviour According to our Primary and Secondary research… …Drivers for purchasing Smart Phones Include: Interest: Gives practicality, lifestyle, pleasure, enjoyment, self-expression & status. Involvement: Consumers attach meaning to their phone, role of phone in society, useful for studies, practical uses: music, photos, social networking, socialising. Individual motives, projecting a desired self-image. Linked to personal values & needs. Feeling of acceptance: part of a club or community. Emotions: Positive Vs. Negative: Weighing up decision, feeling of independence, low occurrence of impulse buying. Effecting variables for purchase: Retail environment, effective sales personnel, purchase online potential- emotionally uplifting experience, peer review, expert reviews, promotional presence. Behaviour: Purchasing – Symbolic interactions of the product, consumer emotional experiences, strongly oriented to performance, price & reputation drivers.

18. 5 Key drivers to purchase for UK Student Market

19. Segmenting, Targeting, Positioning UK Student Market Aged 18-26, living in big cities, pursuing higher-education on a low income. Interested in music, sport, art, studying, partying & technology. Conscious about their looks, enjoy socialising & hectic lifestyle An attractive phone that provides students with an integrated, fully-connected & organised life.

20. Target Market: Brand Name: Brand Character & Product Frame: Brand Promise: Support: Positioning Formula: UK STUDENTS Introducing the Windows Phone 7 Series! The Number 1 student phone for university life. Providing more than just a phone… a lifestyle. Windows has created the latest software, put it in top of the range handsets to provide the best tools to tackle university life in style.

21. ? ? ? Which one are you? ? ? ? Teaser

22. Aims & Objectives

23. Aims Develop a consumer focused marketing campaign for the UK student market. Strategically plan the integration and implementation of the campaign to increase product awareness and drive sales in this market.

24. Campaign Objectives Identify Windows Phone 7 series as leader in Smart Phone market for UK students. Continue to grow product market share. Increase brand awareness and favourable attitudes among consumers. Maintain high consumer satisfaction with the product. Increase purchase frequency among UK student market.

25. The Big Idea!

26. Sports Mad Computer Geek Art Fanatic Which one are you? Study Freak Party Animal Music Lover

27. The Concept 6 different student groups create communities to fully engage with all aspects of the WP7 Series through a fun, interactive and clear campaign. Facilitating a social, networked community.

28. Students will be encouraged to sign up to their best-suited group when purchasing the phone or on the website. Once signed up they will have full access to their specific group community –Resources will be available to suit their specific lifestyles. E.g. Music Lover = Apps for live music, creating music, free music downloads, access to music clubs, live music events & communities.

29. Focus Group We received positive feedback on the campaign concept Initially hesitant. As a result they recommended ambassadors to educate the consumers. All participants were positive as a result of the ambassador idea & keen to generate further ideas This buy-in and sense of ownership is a key success factor for the campaign It was highlighted that some people may want access to other student group resources, therefore the following were suggested: Bolt-ons of benefits Credit points to spend between the groups as desired Campaign Promotion Ideas Marquees on campus. Either during Fresher's Fair or independently throughout the year Additional Benefits either to win or as recognition for using minutes/ texts/ internet Zune songs Apps Minutes Positive about student group logos & avatarsto represent the 6 groups Felt that logos would initially be easier to identify than avatars Build characterand leadership of community

30. Student Groups In our survey, the categories were well received by students, with students fitting into each group. The most popular groups were; Music Lover, Computer Geek and Study Freak. It is important to consider that the survey was conducted during an academically demanding term time, therefore results could be biased. It is likely however that with a larger audience that the categories would all be more evenly represented.

31. Student Group Profiling According to our survey… Sports Mad Students in this category like various sports, including: Football Cricket Surfing Party Animal Students in this category have diverse interests. They enjoy some of the following: Shopping Going to festivals Nights out with friends Music Lover As well as the creative interests: Listening to music Composing music/ playing music on an instrument Going to festivals Art Fanatic These students enjoy activities which link to their creative and artistic characters: Going for walks Drama Dancing Computer Geek These students, whilst having hobbies which are indoor, also have a range of outside interests as well: Strategy/video games Watching films Socialising Study Freak These students are not all about studying and reading. They also enjoy: Spending time with friends Surfing the internet Cooking

33. Choice of network providers

34. Choice of handset manufacturer

35. Competitive Pricing

36. A fully-connected lifestyle.

37. Uniting Community

38. Student Friendly

39. Sociable

41. Specific interests & hobbies

43. Top of the range software

44. 6 Hubs to enable easy, integrated use

46. Integrated Marketing Strategy:Due to the additional service aspect to the phone, the 7Ps were considered.

47. Customer-Focused It’s about quick access to live data- everything is just a click away. Very User Friendly. There is an element of choice with different handsets and providers available. It’s personalisedto you – the phone can be tailored to your needs & priorities. 6 Hubs – People, Pictures, Music & videos, Office, Marketplace & Games – organising your life. Real utilisation & interaction with the ‘Cloud.’ It has MS Office – which is a great USP. Integrated email & calendar – synced to your current calendar remotely- helping you to organiseyour life. Encapsulates the idea of a Smartphoneand encourages the use of an integratedand multi-functional device that helps you live your life to the full! Product

48. Strategy Main communication objectives: Create buzz about the WP7 series. Create positive emotions in connection to the WP7 series. Generate consumer interest and purchase intentions. Above the line: Print advertising in student magazines, TV advert, Internet advertising – Facebook, Blogging and Twitter. Below the line: Brand communication, PR, Free gift pack with purchase, Competitions, Sponsored Events- Festivals, Media cooperation and Viral advertising. Promotion

49. Price Strategy Specific student pricing plans to include additional benefits. For example: Points for using minutes which can be used to purchase add-ons. Rewardssuch as Apps, extra minutes and texts. Opportunities to win prizes, free tickets to sponsored events. Opportunity to become a brand ambassador who will receive special ambassador pricing plans.

50. Distribution Strategy We recommend a huge online presence – with the option to purchase the WP7 Series available specifically to students via the campaign website. 2. A clear presence in store will increase product awareness and visibility. Branded FSUs (Free-standing units) with integral promotional videos, trial opportunities, real phones available to sample and get a feel for. Training and free-prize draw incentives for sales staff. Place

51. Strategy Ensuring customer-centric processes are in place, to enable top customer service and customer experience is vital. A customer service tab on the website and incorporated into the Facebook pages as a separate tab. This enables any customer queries, concerns or issues to be dealt with quickly; ensuring customers feel they have really great access to WP7 customer service. A live chat help tool will also be available via the website to answer queries. Process

52. Strategy The WP7 OS is a top-of-the-range software, and handsets are carefully selected (in terms of specification and ability to run the software efficiently) before the OS is sold on the handset. The live hubs and the notion that everything is a click away highlights efficiencyand ease of use. The choiceof different handset manufacturers enables the consumer to remain loyal to their chosen handset. Physical Evidence

53. Strategy People Student ambassadorswill be selected to promote the OS around universities. The ambassadors chosen must be social butterflies; able to interact and influence their peers. It is very important that employees in the phone stores know all the up-to-date information about the OS and the phones available; so they can relay this to consumers effectively.

54. Campaign Implementation

55. It’s not just a phone, it’s a lifestyle! Which lifestyle will you choose?

56. Promotion Strategy The primary research data highlighted that the three most popular and effective advertising mediums for students are; television, online adverts and social media adverts. Therefore these advertising mediums were chosen to implement the marketing campaign.

57. Promotion Strategy: Above the line: 1. Television 1. Advertising Campaign 2. Sponsorship 3. Product Placement SEO PPC Analytics Below the line: 2. Online 1. Website: 6 Facebook Groups 1 Facebook Page Facebook Ads 2.Facebook: Viral Advertisements Events/ Group Films 3. YouTube: Groups/ Profile Tweets Trending Brand Tweets 1. Twitter: Press Releases Press Packs Press Events 2. Journalists: 3. Public Relations Ambassadors Student Groups Experts 3. Blogging: Universities Nationwide Representing 6 different groups Campaigning 4. Student Ambassadors:

58. Implementation roadmap:This is an example- want to make our own once all the details are confirmed.

59. 1. Television An advertising campaign has been created to communicatethe campaign concept to the student market. There will be 6 different mini-ads released; each will represent the specific student groups. These will be advertised between programs and at times specific to the consumer interests of the student groups. E.g. Sports Mad during the commonwealth games. The adverts will be aired in the 2 weeks prior to the campaign launch and then in weekly bursts throughout the campaign. Sponsorshipof television programs should be considered. For example: Nixon cameras sponsored Hollyoaks for a season - a program widely watched by students. Product Placement – recent new legislation set by Ofcom allows programs to advertise branded products. This campaign should utilisethis new opportunity to advertisethe product in programs that will be viewed by the target audience.

60. Advertising Campaign 6 Mini Ads 1. Study Freak A group of friends in a lecture, being told about next week’s lecture. One of them asks if the slides are on the portal yet… they are. They find the slides and download them from the cloud to the WP7. 2. Party Animal Set at a student house party, a student is playing the music from Zune off their phone; another is looking up cocktail recipes from an App; another is uploading photos to the Cloud and another is inviting more friends via Facebook. 3. Computer Geek This advert would focus on the gaming capabilities of the phone. It would be set in a lecture with two guys playing an Xbox game against each other during the lecture from the other side of the lecture theatre. The Avatars would feature in this also.

61. Advertising Campaign 6 Mini Ads 1. Study Freak A group of friends in a lecture, being told about next week’s lecture. One of them asks if the slides are on the portal yet… they are. They find the slides and download them from the cloud to the WP7. 2. Party Animal Set at a student house party, a student is playing the music from Zune off their phone; another is looking up cocktail recipes from an App; another is uploading photos to the Cloud and another is inviting more friends via Facebook. 3. Computer Geek This advert would focus on the gaming capabilities of the phone. It would be set in a lecture with two guys playing an Xbox game against each other during the lecture from the other side of the lecture theatre. The Avatars would feature in this also.

62. 4. Sports Mad Featuring a sporty guy who is captain of his university rugby team. He organises the match via Facebook on his phone, takes photos & videos of the match uploads them via Facebook and Windows Live. 5. Art Fanatic This advert would feature a student at an art gallery, enjoying the exhibition. They send a text to their friend with the address and a photo. The friend uses the map App to find the gallery. They spend the afternoon photographing, writing and recording their thoughts on their favourite paintings and embedding them into a Powerpoint document. They then send the document to their art tutor via Windows Live. 6. Music Lover A group of friends at a music gig, filming with the phone, they send the film to a friend, who downloads the band’s music from Zune and starts dancing to it.

63. 4. Sports Mad Featuring a sporty guy who is captain of his university rugby team. He organises the match via Facebook on his phone, takes photos & videos of the match uploads them via Facebook and Windows Live. 5. Art Fanatic This advert would feature a student at an art gallery, enjoying the exhibition. They send a text to their friend with the address and a photo. The friend uses the map App to find the gallery. They spend the afternoon photographing, writing and recording their thoughts on their favourite paintings and embedding them into a Powerpoint document. They then send the document to their art tutor via Windows Live. 6. Music Lover A group of friends at a music gig, filming with the phone, they send the film to a friend, who downloads the band’s music from Zune and starts dancing to it.

65. Buzz

66. Communication

67. Information

68. Interaction

69. Community VibeGoal: Stay visible to UK student market online. Keeping them up-to-date with the latest info, and increasing the engagement of the student groups. Tool: The opportunity for students to get involved and engage with the student groups via Facebook, the online campus on the website and YouTube.

70. Website The Website will take the form of a university campus, with access to different areas & resources for the 6 different student groups.

71. Example Web Page for the Study Freak Groups

72. Facebook A clear, consistent and regular Facebook presence is vital for the successful implementation of a social media strategy. Similar to the website, we would recommend, 6 different Facebook pages – 1 for each student group. A great example is the Cadbury spots & stripes Facebook pages – which have been very popular. They have created a community vibe, with competitions between groups - a competitive atmosphere has been created –encouraging participation. Access to the latest events in your area, upload your party shots using your phone. Vote for your biggest party animal! Weekly competitions to win tickets to festivals, Links to download the latest apps . E.g. party apps, outfit apps, Shopping apps, drinking apps. Vs.

73. YouTube YouTube will give access to the latest videos for each group, event footage, and adverts. For example: A 60 second pitch from each group host – telling students why they should join their group. The latest TV adverts will be available to view on YouTube. Viral ads for each group will also be available, for example: “Party Animals living the student dream” A viral ad with students loving life at a party, with their avatars – something funny, something shocking… Not too branded – but leads them to the website from curiosity… A great example is:

75. Buzz

76. Peer Review

77. Information

78. Engagement of media & consumersGoal: Make a sincere proposition to the UK student market, use journalists and techies as an expert source to build brand trust. Tool: Once identified – student ambassadors, bloggers and journalists will be offered a 1 month trial using a WP7 and exclusive access to all profile training sessions, online resources and student groups. Key blogging sites such as Mashable & ZDNet. Key websites such as Students Union sites. Popular city event publications such as 247 Magazine & website.

79. Twitter The WP7 Student Group Campaign will provide a communication channel to engagewith the target market. It will promoteand communicate all related WP7 information. For example: Up and coming events, competitions, reviews, blogs, latest updates for the WP7 Series and WP7 news. Provide product & brand visibility Get students talking / tweeting about the WP7 Series Great tool to measure trends, coverage and level of positivity to brand and products

80. Journalists Journalists will be closely managed during this campaign, with tools such as a specialist press zone at the launch event and strategic release of press packs to encourage fully-educated reviews. Targeting lifestylepublications Magazines Broadsheets Innovative press packs sent to targeted journalists Encouraging testing and reviews Positive media coverage Greater visibility Creating a buzzwith press releases during the launch period Learn from and manage constructive feedbackprovided by the press

81. Blogging This is a suitable conduit due to the rapid generation of information. Blogging is becoming more appropriateas younger generations of digital natives are growing through society. Blogging can be measuredby followers and targets direct communicationchannels to audience, similar to email metrics Discussions around specificcontent Stimulate peer review and buy-in Managed alongside journalists with regards to press packs to review WP7 products Tumblr used to captivateattention of younger generation (~13-19yrs) prior to university life

82. Student Ambassadors What? Student Ambassadors are Why? Buy-in Peer review Who? Predominantly 2nd years with tribal knowledge of the area, people and activities SU, Clubs & Societies and international & cultural groups Potentially promoting through colleges (linked activities i.e gigs) to build buzz for coming to university and joining the campaign communities – ‘Which uni’s have the best networks and most active communities?’ How? Fresher’s fair Hidden sign up from amateur website Registering through the Facebook groups SUs & clubs contacted previous to launch and late summer in preparation of Fresher’s Group activity locations

83. Student Ambassadors Training provided on the phones, the benefits and associated products such as apps The ambassadors are most likely volunteers (advantageous to have role and activities on CV and a great way to meet people). Although options for the roles to be paid or potentially to earn points that can be spent to gain additional benefits Freebies Away Days are a great way to strengthen buy-in and brand loyalty of ambassadors Group cohesion of student group ambassadors (Area manager to co-ordinate and maintain process & ethos. They will need to be approachable and accessible) When? Initial pre-launch & launch (training & generating content & buzz!) then establish ongoing campaign activity Blog on Facebook community pages and campaign twitter to create buzz and update Marquees and workshops during Fresher’s Fair, and/or throughout the academic year Related events - gigs, guest lecturers, foreign films and exhibitions They provide and on-campus contact and co-ordinator for such events and are the key promoters for their ‘group’s’ annual event Merchandise advertisement and sales Collaboration with SU and university clubs & societies They will be able to carry out research such as surveys, focus groups and fun polls!

84. Campaign Roadmap

85. Campaign Roadmap: Level of Impact

87. Exclusivity andword of mouth – creating initial buzz

88. Access to ticketsto the Launch Event

89. Product partially hidden under a red curtain

90. Countdownof days until the Campaign Launch

92. Teaser updatesdaily to hint at product, campaign and Launch Event activities

93. Competition– winners announced at Launch Event

94. Register for tickets to the main eventExample Amateur Website…

95. Campaign Launch : 8 weeks before the date of the launch event, short TV adverts will be shown at peak student viewing times. The main advert message “Something life changing is coming soon”. Simultaneously a Facebook campaign will be launched to raise awareness of the 6 student groups to get students visiting the website. Youtube videos of the six Avatars will be put up to increase interest further. One week before the big launch party the website changes. It will go from the simple teaser website to a professional page giving full details of the campaign idea (Which one are you?) It will also give details of the launch party and be the last chance for students to apply for tickets. Once the website is live the first set of full Avatar adverts will be shown on TV and the official student Facebook groups will be set up.

96. The Main Event Purpose: To mark the launchof the campaign , associate the product and campaign with lifestyle activities and kick-start the community vibe. This event will create buzz, generatepress coverage, enable promotionand buy-in of student group ambassadors and will create a valuable opportunityto build a consumer database.

99. The guest list will include:

100. Students who have applied to be WP7 Student ambassadors. They will be trained on usage of the phone and the ambassador scheme will be explained to them.

101. Ticket winners(students)

102. The press, who will attend demonstrations for the WP7

105. Store managers and sales people will be invited to additional training events to ensure they know everything about the phone and the student campaign. They will also receive a WP7 Series Guide Book giving them all the user info they need to sell the OS successfully.

107. Larger quarterly competitions will be run via the same networks.

109. Internal Marketing: Marketing MAD believe that an integratedand alignedmarketing approach is key to success. As a result, we feel your staff should be heavily involved in the WP7 NPD process. Activities such as internal focus groups, creative ideas sessions, training sessions, design consultations, event brainstorming and product testing sessions. Consequently creating employee engagement andbrand ‘Champions’ or advocates. Suggested internal marketing merchandiseto encourage support and buy-in for the campaign would be – mini avatar toys of the 6 characters, phone holders with different designs and colours for each student group, stickers, pens, badges, stickers etc. that say for example “I’m a party animal, and I’m proud!.”

110. Recommendations for Campaign Implementation For successful campaign implementation it will be necessary to: Effectively measure the success of the campaign. Constantly monitor and cater for the changing student market environment. Actively maintain the impact of the campaign, ensuring visibility is sustained. Ensure student ambassadors are effectively managed and trained for the new student years.

111. Campaign Summary Which one are you? In summary our innovative concept inspires loyalty and engagement through the creation of student group communities. This campaign has evolved from insight of the UK student market, based on varied primary research. Feasibility and impact has been rigorously explored through implementation methods, to deliver a clear and considered marketing campaign for the Windows Phone 7 Series.

112. Thank you for your time. We hope you are as excited about the campaign as we are!

113. References 1 – Microsoft Protégé, FY11 Case Study, retrieved 24th March 2011. 2 – Marketing Weekly, ‘iPhone users rise 161%in a year, but Android chasing fast’, Press Release 23rd June 2010, http://www.marketingweek.co.uk/disciplines/digital/iphone-users-rise-161-in-a-year-but-android-chasing-fast/3015023.article, retrieved 20th December 2010. 3 – Bloomberg News, ‘Android Phones Set to Pass Nokia’s Symbian in Europe, IDC Says’, Press Release 29th November 2010, http://www.bloomberg.com/news/2010-11-29/android-phones-set-to-pass-nokia-s-symbian-in-europe-idc-says.html , retrieved 23rd December 2010. 4 - Business Insights (2011) The Top 10 Mobile Handset Manufacturers [Online] Available: http://360.datamonitor.com/Product?pid=BI00052-001 [Accessed: 15th March 2011] 5 – Gartner, ‘Gartner Says Worldwide Mobile Device Sales Grew 13.8% in Second Quarter of 2010, But Competition Drove Prices Down’, Press release, 12th August 2010, retrieved 9 November 2010. 6 – WPCentral (2011) T-mobile: Windows Phone 7 sales doing well [Online] Available: http://www.wpcentral.com/t-mobile-windows-phone-7-sales-doing-well [Accessed: 15th March 2011] 7 - Pocket-lint (2011) Rumour: Nokia to adopt Windows Phone 7 OS [Online] Available: http://www.pocket-lint.com/news/38330/nokia-microsft-windows-phone-7 [Accessed: 15th March 2011]