The presentation creates a clear differentiation between Phone 7 and its most obvious competitor with the message "Phone 7 will not turn you in to one of those people." iPhone and Android marketing suggest that the purchase will allow the consumer to assert technical superiority. Microsoft's ad suggests that Phone 7 is the mature choice – Microsoft is on message. The purchase of phone 7 reflects the consumer's character.

The ad is targeted not so much at smartphone users but at smartphone adopters - the same market segment the iPhone capitalizes on. It more or less assumes that everyone who wants an iPhone already has one. More importantly, it sets expectations low (i.e. Phone 7 won't be fun or engaging), and allows Phone 7 to exceed customer expectations quickly during presale.

It's an ad for people who believe "It's a phone, not my life."