Microsoft erects a six-storey Windows Phone in New York City

SMARTPHONE UNDERACHIEVER Microsoft seems to think the best way to promote its latest crop of Windows Phones in the US is to build a six-storey mock up of the real thing.

Microsoft's Windows Phone 7.5 (WP7.5) Mango was the catalyst for the latest generation of Windows Phone devices from HTC and Samsung. Last year Microsoft ran full page adverts in newspapers to attract punters to Windows Phone and, since that failed, the Redmond firm went a bit more vertical in its latest publicity stunt.

Microsoft has constructed a six-storey Windows Phone mock-up in New York City made up of many screens presenting a Windows Phone interface. Since the interface in Windows Phone 7 and Windows Phone 7.5 is identical, it's hard to tell if the mock-up is supposedly running Mango or not.

While Microsoft's giant advertising hoarding plays videos on an eight hour loop, the firm will be hoping that HTC's Radar, Samsung's Focus S and Focus Flash will fly off the shelves. HTC's Titan is won't be available through US mobile operator AT&T on launch day.

Microsoft's second big Windows Phone push really is the final chance the company has to make it in the smartphone market. Windows Phone 7 was a flop, with most analysts still recording declining market share for the operating system, and if Microsoft fails make any significant dent in the smartphone market with Windows Phone 7.5, then it might as well just sit back and extract patent royalties from Android handset makers for as long as that might last.

There's no word on how long Microsoft's six-storey Windows Phone mock-up will stay planted in New York City. µ