It was not so long ago, when everybody believed that Microsoft will be a real contender concerning the mobile’s phone market. Not more than 4 year ago, some experts anticipated that the “Windows Phone” will rise above the iPhone and BlackBerry, clamming the second spot in the handheld device market, right under Android.
A smaller group of researchers even claimed that the company has enough potential to rise above Android, but we all know what has happened in the end; the iOS and Android are uncontested leaders.
After the purchase of Nokia and with the new hype concerning Windows 10, Microsoft looks refreshed and ready to undertake a spectacular comeback. IDC analyst, Ramon Llamas, said that
“When people say, ‘My life is on my smartphone,’ they’re not lying. Considering the power the smartphone has on people, it’s important for Microsoft to play there, and Microsoft has unique assets to bring to this space.”
With the release of the iPhone 6 and the announcement of the Samsung Galaxy S6 as well as the HTC One M9, Microsoft will have to bring their A game in order to compete with these new super phones. After years of failed attempts, it is time for the gigantic American software producer to shine. These are 5 ways in which they can do that.
The Release of Premium Devices
Until the present day, Microsoft only focused on affordable smartphones. If we were to look at their unit shipments in 2014 then, we will notice that the strategy completely failed. They only had a 4,2% in units shipped overseas, a figure which is way below the market’s average, that sits at 22,7%. In spite of that, they continue to concentrate on cheap and medium-end devices. Last week, they released their latest Lumia handset, called “Lumia 430” and it’s their lowest priced smartphone to date, costing only $70.
If they were also to focus on high-end devices then, they will attract a wider range of customers. Not only that, but at the same time, the company will actually be able to compete with Apple and Samsung. Producing a premium device will draw in attention to their other products as well. Now, we’ll have to wait and see, because Microsoft said that they will not even consider this idea until the release of Windows 10.
Windows 10
In order for a smartphone to do well in today’s market, consequently, the OS (Operating System) it comes with must be stable, easy to use and, last but not least, compatible on a wide range of gadgets. Apparently, Window 10 will work on PCs, tablets, smartphones and wearable devices. In addition, they will make it easier for developers to move their older apps to the environment of Windows 10. This will make things a lot smoother when transitioning to a new operating system.
Windows 10 looks rather good on paper, but the end product must deliver on its promises. It is more than likely that the success of this OS to determine the triumph of their mobile business. Not all of the Windows Phone’s problems have to do with the current OS, but a better one can’t hurt and will, most definitely, increase their market shares.
The preview version was released on the 18 of March, 2015, and we must admit that it’s coming along quite nicely but there are still a few issues to be fixed. In other words, Windows 10 is shaping up to be Microsoft’s best release yet.
Targeting Business Users
Although 2014 was not that great of a year for Microsoft, the Windows Phone grew 4,2% and managed to grab an additional 2,7% of the market. Experts predict that by the year 2018, the Windows OS will own more than 5,6% of the market. Nobody expects them to make a comeback over night, but in time they might be able to do just that.
With great apps like Skype, OneDrive and Office 360, there is no reason why they can’t appeal to a more business oriented customer. Business users are looking for a similar experience on all of their gadgets. They must also be able to target the specific needs of enterprise consumers. Microsoft should not abandon consumers, but instead, expand towards productivity.
Remake Nokia
More than a year ago, Satya Nadella took over the CEO seat from his predecessor Steve Ballmer. It was Ballmer that eased the acquisition of Nokia for $7.2 billion, but the deal only went through after Nadella was in charge. He then started the reimagining of Nokia and fired over 12,000 people across Europe and Asia. Many taught that under the new management, there will be a major improvement concerning Microsoft’s disposition toward hardware, but nothing has happened as of yet.
One has to wonder if Nadella would have purchased Nokia if he was CEO at that time and it is believed that he is even considering to sell the Nokia division, but nothing is for certain.
Draw in Developers
In order to attract more customers, they need to have a wider range of applications, but, at the same time, in order to have more developers willing to write for the Windows Phone, they need a bigger user pool. A simple solution to this problem is to create a universal platform.
They aim to develop a platform that will function on all of their devices, from PCs, to Xbox, smartphones and tablets. This will enable the construction of compelling apps for the mobile version of Windows a lot easier. This is a great idea, but nothing more than that and everybody is questioning their ability to deliver.
Microsoft reinforced their commitment to grow their app portfolio in order to attract more customers. In a blog, posted in December, 2014, Microsoft’s own Todd Brix stated that both downloads and active users have increased in the past year.
