Six Pixels of Separation - The Blog
June 7, 2007 6:16 AM

Microsoft Surface - Bad Science Fiction Movies Have Ruined This - Or Maybe It Was The Apple iPhone

Have you seen Microsoft Surface yet?

Check it out here:

I had originally seen this type of technology demoed at the TED Conference. It's pretty amazing and the possibilities and implications (especially for Marketers) seem endless. In the teaser video above there are already a handful of marketing applications. You'll note that these are not ads, but rather content as media - one of my longstanding crystal ball statements that traditional interruption ads will make way for content as the the currency of advertising.

What saddens me about watching the Microsoft Surface teaser video on YouTube or visiting the official Microsoft Surface website is how jaded I've become when game-changing technology is introduced. For Microsoft Surface, I am a little ho-hum because my initial gut reaction was, "yeah, you can do that on an Apple iPhone which is something you can hold in your hand."

How jaded have I become? The Apple iPhone isn't even out yet and I'm already jaded as if it's been a long-standing technology and Microsoft is lagging (which is, simply, not the case).

My other general "bleh" about this teaser video is the marketing production value. It looked like one of those scenes from a bad science fiction movie where the lead character comes home after a hard day of work and flicks on the TV, and this is the type of ad they get. I guess the only part missing was a dog running into the shot and getting its paws on the Microsoft Surface as the pet owner shakes its finger at the pet while laughing.

That being said, this type of new technology does have to be displayed in its simplest form so the everyday person "gets it."

Seriously, imagine having one of these Microsoft Surfaces in your home or office (or both).

Anybody else getting really excited about the next wave of Marketing and Communications?

By Mitch Joel