Windows 10 Mobile: Can Microsoft’s Windows 10 Mobile Strategy Survive?

Windows 10 Mobile — It's no secret; Microsoft's Mobile strategy is in a dire condition. Despite the release of two new flagships and a brand new OS, Microsoft has again failed to win the favor of the general public. Beyond the small band of fervent fanboys, Windows Phone, or Windows 10 Mobile as it is now known, continues to be a pain in the ass for the Redmond giant.

According to a report released recently by IDC, Windows equipped phones hold less than 3 percent of the Market. Despite the fact that the price of a smartphone running Windows 10 Mobile is around 148 dollars on average, 71 dollars less than an Android device, the market share of the platform has continued to decrease in 2015, according to IDC. And the decline will continue in 2016, according to the firm. The main reason is that there are very few manufacturers that support Windows Mobile. In 2015, Windows Phone (Windows Mobile) had 2.2% market share and in 2019 it will increase to 2.3%, an increase of 0.1 % in 4 years.

King Android

Android will remain the dominant platform in the coming years. It controls 81% of the market in 2015 and it will rise slightly to 82% in 2016. While alternatives to Android have tried to break through, none has managed to dethrone it. Chinese brands such as Huawei and Xiaomi will keep feeding the Android domination by flooding the market with their low cost smartphones. The very strong demand in emerging countries will also be very beneficial to Android. But despite this insolent domination, Google does not make much money with Android unlike Apple with its iOS.

Apple, a money-making machine

Apple for its part will continue to enjoy its dominance at the premium level. iOS will control 14 to 15% of market share increase with some the fluctuations that come with each release every year.  Apple relies mainly on its user base who will continue to replace old iPhones with new models thanks to very affordable deals available through the carriers.

< p>However, while Apple only holds 15% of market share, its revenues are still considerable since the Cupertino giant by itself holds 90% of the revenues of the entire mobile sector both in applications and games. This inequality between Apple and Google reflects the fact that Apple controls applications and income from A to Z while Google gives great freedom to its developers.

Microsoft's Windows 10 Mobile  for the scraps

For Microsoft, with its Windows 10 Mobile platform, the future remains bleak. The company expected that the Lumia 950 and the Lumia 950XL would spur some demand for its smartphones, but that has not been the case. The phones received tepid reviews from tech journalists and their unavailability from many carriers remains a barrier for the few customers who would consider buying one.

When it comes to mobile, Microsoft's problems are multiple. First there is the lack of apps – or quality apps I should say – in its store. Second, there is the lack o f interest from OEMs to make devices running the OS. Third, there is the lack of consumer interest, which perhaps, explains the previous two.

All of these problems are in fact interconnected. The lack of apps in the store can be explained by the fact that developers don't see the financial reason behind building apps for a platform that holds less than 3% of the market. However, the consumers will not come if the apps they use are not available on the platform, creating a catch-22 problem for Microsoft. And, without the consumer interest, there is really no incentive for OEMs to make Windows 10 Mobile phones.

To address these issues and bring the world to its devices, Microsoft relies heavily on its Universal Windows platform, which allows developers to create unique applications that can target multiple platforms.

The success of this strategy would attract developers to the platform, thus eliminating one the latter's oldest and stickiest criticism; the lack of apps. It could also result in an increase of the company's smartphone sales.

While many developers and companies have taken advantage of the new system, it is still not yet widely used as Microsoft would hope for.

Overall, for the Redmond giant, the future looks bleak when it comes to mobile phones. However, over the years Microsoft has proved itself to be a very patient and determined company. Only recently, the company has managed to turn its Surface line of tablets from what seemed to be a complete failure to now a pretty enviable business. While tablets and smartphones are two widely different categories, the same determination, perhaps, will hold the keys to Microsoft's revival. And along with it, a Surface Phone. Who knows…

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