The epic failure of the Aussie WP7 launch

Source: Microsoft

So on Monday Microsoft released Windows Phone 7 to the Australian public. It was originally meant to be a massive launch, with 5 handsets launching on the same day across the 3 major providers of Telstra, Optus, and Vodafone. Microsoft were even shipping in the Old Spice Guy from YouTube Land to help launch Windows Phone 7 on the Telstra network. It should have been a launch to rival that of any Android handset, and possibly even nip at the heels of Apple's various iPhone launches of recent years.

So what on Earth went wrong? Why did it become a major cock-up? Let's see if we can look at some of the problems, and what it meant for the end user.

The biggest problem the launch had here in the country was quite simple - there simply wasn't any devices available on launch day. There were massive supply issues in this last week. Optus and Vodafone have not released any devices at all at the time of writing, while Telstra have only managed to get 1 handset out to about a dozen stores nationwide. All of which are located in the major capital cities, no less. So forget about it if, like me, you live in a regional city. You haven't got a chance at getting a handset for at least another week or two.

I knew there were problems emerging when, last weekend, Vodafone still did not have any information up on their web site about the planned launch for Monday. Despite numerous customers asking on their web site, as well as forums such as Whirlpool, it became clear that Vodafone would not be attending the party, as it were, on Monday. Optus weren't much better off, with nothing more than a single information page up on their site, which had been placed there earlier this month when the official launch occurred for WP7. A quick call to my local Vodafone store at lunch break on Monday resulted in a strange conversation, which signalled yet more alarm bells for me - the sales assistant I spoke with had zero idea what I was talking about, assuming I was talking about Windows 7, not the new phone OS. It wasn't until she looked at the Vodafone web site herself, that she even realised they were meant to be selling it on that day.

So, quite clearly, they weren't. Since she hadn't even heard about it. And still haven't heard about it to this day. I suspect I will be making the switch to Telstra next month, leaving behind a decade-long association with Vodafone, if I cannot get my hands on one of these new phones soon.

Now, you might be thinking that I am over-reacting - that surely it's just a mobile phone, and that this isn't a big issue, and that I should be patient? Well, that's certainly a valid statement to make - but the other side of the equation is that Microsoft are already well behind in the smartphone race, and cannot afford any more stuff-ups or delays in launching new hardware and software. They have a real image problem at present, Xbox 360 & Windows 7 aside, and need to have a few home runs in a row to get consumers back on their side. This needed to be an Apple-esque flawless launch, but instead it's stuttered out of the gate like a wounded animal.

Hardly the most reassuring message to be sending to potential customers who are already using a slick and modern device like the iPhone, is it? Let's just hope that Microsoft can get it together with their partners, and have things running smoothly in time for the US launch on November 8.