Microsoft’s sneak preview of its latest Windows mobile phone operating system on Tuesday has left the critics bemused. The new software is the first glimpse of what Nokia/Microsoft smartphones might look like when they are launched at the end of this year. It is the first chance to judge whether Microsoft – which has just 3.6 per cent of the market for smartphone operating systems – might be able to challenge Android and Apple. The answer is still a “maybe”.
Microsoft has packed the new software with 500 improvements, and some of them are certainly slick. The way the phones can integrate all communications with friends, including voice, message and photos all in one place is probably one of the best examples in the industry.
Internet browsing is fast, and Facebook – smartphone users’ favourite app – is totally integrated. But a lot of it is just the sort of improving usability you expect to see in new smartphone software. It is hard to see the big breakthrough that would shake-up consumer apathy about Microsoft.
“Microsoft needs to do better if it is to persuade the market that it has the most user-friendly – and desirable – mobile platform in the market today,” said Tony Cripps, analyst at Ovum.
One thing seemed clear. Microsoft is aiming this phone software at the global market. It announced a raft of new handset manufacturer partners, including Fujitsu, Acer and ZTE, which have a very strong presence in markets like China. The new software will also support dozens of new languages, including Chinese, Portuguese, Brazilian and Russian. New Windows Phone Marketplaces for apps will open up around the world.
Nokia still has a lot of traction in emerging markets. It looks like the Microsoft/Nokia combination could be all about trying to establish a strong presence in the greater global market before the Android and Apple penetrate too far there.
This seems like a sensible strategy, given that Microsoft has unveiled some very nice tweaks but not the radical game-changer it would need to truly challenge Android and Apple in a stronghold like the US.
