Microsoft’s Mobile Division Going Down a Drain
Microsoft is a name that now synonimous to technology and computing. Of course it is also considered the biggest computing and tech giant in the world as we know it. Now here is the thing, they may e a giant and probably most successful tech company when it comes to personal computing especially through their hihgly popular operating systems and other software solutions. Their hardware offerings are not to say bad either so that is that. However dominative they are though in computing there is one part of the tech industry that they have yet to figure out or conquer. Weirdly also they have been in this part of the industry longer than the other most popular platforms out there – the mobile industry.
The two currently largest conquerors of the mobile industry is Google with their Android operating system and Apple with their iOS. Not too long ago Microsoft bought over Nokia, the old king of the mobile industry and manufacturers of what we thought was excellent Lumias in the hopes of boosting their mobile industry standings and market share. To their dismay though their market share continuously dips. Not surprising really when there is not much of an effort from Microsoft themself to promote and grow the platform. At least from what we witness anyway.
In their last quarterly review in the first quarter of 2016 Microsoft saw their mobile revenue drop by 46% compared to how they did in first quarter of 2015. Despite that drop though they actually made US$3.8 billion (MYR) from their US$20.5 billion (MYR)through shipping 2.3 milliom Lumia units in the first quarter.
The good part of this decline is that Microsoft admits that they are not in a favourable position or as Nadella puts it; unsustainable. Right now Microsoft only has about 1.7% of the market share compared to last year’s 3%. That means that almost half of their market share gone. Despite this Nadella says that he is still optimistic towards Windows mobile even though the Windows 10 Mobile upgrade is still as elusive as ever missing its December 2015 dateline. He mentions that Microsoft, instead of focusing to populate the app store and following other popular platforms in their approach focuses on creating the Windows experience as a whole that would hope to seamlessly integrate the experience of having Windows products like the personal computer, smartphone, and also the Xbox.
On the brighter side though it is noted that the Lumia 950 and 950XL which are the only devices in the world currently to run the Windows 10 Mobile platform is in quite a high demand. Other than that the company is admittedly working on a new device that could be a game changer for Microsoft in the mobile industry. Some reports suggest that it will the Surface Phone as Chris Capossela, marketing chief of Microsoft suggests that the tech giant will be replicating the Surface strategy in their new smartphone product. Through that approach we can expect some new and probably revolutionary tech to be pushed into Microsoft’s new mobile device. Early speculations also indicates that the phone is in development by the Surface team and that it will feature an Intel x86 processor of some kind that would possibly allow the smartphone to run full PC applications. Other than those informations Microsoft seems to be keeping all the others to themselves and we will only find out what is in their sleeves next year.