Even Microsoft can not decide if Windows is relevant in the world of smartphones.
Since the launch of Windows Phone in 2010, Microsoft has made to rest its hopes on terminals the latest version of its Windows software. But the company has always been lagging behind its ambitions in the mobile.
Windows 10 does change the situation? The new Lumia are at the conference of 6 October was largely overshadowed by other products, particularly Surface Pro 4 and surprise Area Book, a convertible PC. For the IHS study, this reflects the declining importance of smartphones at Microsoft.
“Evolution”, “ordinary” and “conventional”
Microsoft has yet not sloppy presentation of Lumia 950 and Lumia 950 XL, even if the publisher insists first or even mainly, on the Windows environment. Will consumers buy an OS or smartphone?
But in unveiling the same time as many other products, Microsoft suggests that the latest Lumia will have no real impact on . place and ambitions in the mobile
“The phones are better” said Patrick Moorhead soberly, consultant Moor Insight & amp; Strategy. “But they will not move the cursor to consumers,” he adds. In short, it’s better, but still not enough to make a difference.
This is also the opinion of IHS for whom these are evolutions Lumia smartphones with a “form factor” . usually qualified “and” conventional “The firm believes that the Lumia fulfill the same objective as the Nexus for Google: illustrate the capabilities of the OS
Nothing new.. Few consumers believe Windows Phone at the time of purchase of a terminal. The OS Microsoft capped around 3% market share worldwide according to IDC. In comparison, Android is to iOS 83% and 14%.
Wait for the next flagship
If Microsoft Windows prefers to talk rather than use its phones is that the publisher relies on the strong adoption of Windows 10-110000000 terminals equipped according to his own statement – to feed the interest of users for its mobile platform
But IHS, “Microsoft has lost the smartphone war for this generation. and company management includes the and adapted. “
The next generation she will do better? In July, Microsoft has appointed the head of the tablets surface at the head of its premium products and premium, including smartphones activity. His arrival has revived the rumors around an extension of the area range in phones.
Panay has subtly fueled speculation during the New York event taking vis-à-vis the new Lumia distances, saying he admired the team that created the devices, but that it was not for long.
Still not the ‘killer app’
To distinguish themselves from the competition, Microsoft uses in particular before the last Lumia ability to operate with widely adopted environment: the desktop – and widely Windows.
Use phones like brains of a computer, this is not new. Motorola has tried to do four years ago with its Android smartphone Atrix. But the experience has been slow and disappointing.
“While we were impressed by the ability of Lumia 950 to change into PC, we have a lot of trouble to consider that this could become a killer app” reacts Gregg Moskowitz, an analyst at Cowen & amp; Co.
IHS is not more excited that Continuum “turns a phone into PC rather than creating an excellent smartphone.” The firm will thus see a niche function for a niche OS. If Microsoft wants to get out of this condition, it must reinvent the smartphone in terms of format. A track ? By creating “a smartphone that has an effect equivalent to the impact on the Surface Pro laptop.”
And the side apps, much work remains. Microsoft is working to address the shortcomings of its application relating to platform. Thanks to Universal applications – an app compatible with all Windows 10 terminals – the publisher hopes to convince more developers and to finally provide the missing apps on its smartphones
But analysts warn. it will take time for Microsoft to provide for a decent mobile application store. Perhaps as much as it will take to design a Phone area.
Key figures: sales of mobile and smartphone
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