Trademark Watch: Windows Phone 7.5 Will “Put People First”

Microsoft has filed for a trademark on “Put People First”, the tagline it has recently attached to the imminent Windows Phone 7.5 update (often referred to as ‘Mango’), which is expected to roll out this or next week.

The new tagline has thus far appeared on Microsoft’s Windows Phone Facebook page and in promotional YouTube videos (see below).

Before, the message Microsoft wanted to convey with Windows Phone, was something along these lines: “It’s time for a phone to save us from our phones … Designed to get you in and out and back to life” and “Get in, out and on with your life”.

By filing for a registered U.S. trademark on the new slogan, Microsoft aims to demonstrate its commitment to making the next version of the Windows Phone operating system people-centric (rather than application centric), with a big focus on social networking and direct communication.

In a recent statement, Andy Lees, President of the Windows Phone division, explained:

“Phones were originally designed for communication, but they haven’t kept up with the way consumers are actually communicating today.

That’s why we built Windows Phone to put people first, building in all the key types of communication people are already using right out of the box.”

The descriptions from the USPTO trademark filing:

Wireless communications devices, namely, mobile phones, cellular telephones, personal digital assistants, and hand-held computers; computer software for use with wireless communication devices / Telecommunications services, namely, offering personal communications services via wireless networks