< Palm, Inc. / www.palm.com

marketing the Treo 700w

challenge:

The Treo 700w smartphone is the first Palm product to use the Windows Mobile operating system in place of the Palm OS, originally developed by Palm. The challenge was to clearly communicate that although the Treo 700w used a whole new operating system, it was still a Treo and Palm product at heart with Palm's trademark world-class ease-of-use.

solution:

The use of the standard product presentation template was key to the perception that this new version of the Treo shared all the attributes of other Palm-branded products: ease-of-use, simplicity and careful attention to detail—and to make comparison with the Treo 650 easier. The Windows Mobile logo is displayed prominently to clearly indicate the new brain inside this product, but is kept secondary to the over-arching and dominant Palm branding. And because the Windows Mobile operating system is new to Palm's traditional customer base, extra pages were developed to explain key Palm enhancements to Windows Mobile, but in the context of equivalent features on the Palm OS-based Treo 650 smartphone, already selling well in the market.

our role:

• design of product presentation template
• visual design of each page
• page production and coding with full CSS layout