The "speed" idea came from an older ad campaign which kindof made more sense. It basically said "get off your phone and spend more time with the people around you." So having a quick phone was positioned as a way to be more engaged in life.
Interesting. I can see that working but they would need to hammer that message much more consistently. Plus this should be really hard to get across as most people's experience with the Microsoft brand might be originating from desktop software/OS. And the experiences from that area are most likely contradicting the efforts of developing a "speedmaster" position.
