Interesting marketing approach from Microsoft as they get ready to roll out the new Windows Phone. They've created advertisements that talk about how little time you'll actually spend with the phone. Instead of hovering over it all the time, they say, you'll be able to quickly check your messages and news and whatever, and then return to daily life.

This differs from the marketing message of the iPhone or the Droid, which play up how much you'll be able to do ON the phone. Obviously, Microsoft is pretty late to the smartphone party and has ground to make up. This, then, is how they plan to do that. "It's time for a phone to save us from our phones," says one of the ads.

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