dcsimg
 

Microsoft's Windows Phone to Go After the Midmarket

By Channel Insider Staff  |  Posted 2011-10-24 Email Print this article Print
 
 
 
 
 
 
 

Microsoft's Windows Phone could make a significant play to the smartphone midmarket in order to blunt progress there by Google Android and Apple iOS.

Can a lower-cost Windows Phone carve off a significant portion of the smartphone market?

After months of positioning its smartphone platform as the counterpoint to high-end competitors such as Apple's iPhone and some Google Android devices, Microsoft plans on aiming Windows Phone at a less-pricey market segment.

"We are dramatically broadening the set of price points in Mango-related phones that we can reach," Andy Lees, president of Microsoft's Windows Phone division, told the audience during the Asia D conference Oct. 19. "That's particularly important because going lower down in price point opens up more addressable market."

For months, rumors have circulated about a stripped-down Windows Phone OS code-named "Tango," aimed at lower-cost hardware and developing markets such as India and China. At the moment, though, Microsoft seems more focused on rolling out its wide-ranging "Mango" update, which includes some 500 tweaks and new features. The update will appear on a range of new devices from the likes of Nokia, Samsung, and other manufacturers.

Android already occupies a healthy portion of the smartphone midmarket, and Apple--despite its reputation as a purveyor of costlier mobile devices--is making moves in that segment of its own, selling the 8GB version of the iPhone 4 for $99 and giving away the 8GB iPhone 3GS for free with contract. That could elevate Windows Phone's push into the midmarket a matter of necessity. The bigger question is whether such a push will help the smartphone platform gain traction against Android and iOS, which so far have dominated the market.

Nokia could play a sizable role in Microsoft's midmarket hopes. The Finnish phone maker not only holds a reputation as a manufacturer for hardware in that segment, but--after abandoning its homegrown mobile operating systems in favor of Windows Phone--it needs to make a substantial push in that direction in order to reverse its current market share declines. (Nokia's most recent earnings report detailed net sales of $12.3 billion for the third quarter of 2011, a year-over-year decline of 13 percent, with operating losses of $98.4 million.) A push buttressed by Windows Phone. 


To read the original eWeek article, click here: Microsoft's Windows Phone Needs to Attack the Midmarket
 
 
 
 
 
 
 
 
 
























By submitting your information, you agree that channelinsider.com may send you channelinsider offers via email, phone and text message, as well as email offers about other products and services that channelinsider believes may be of interest to you. channelinsider will process your information in accordance with the Quinstreet Privacy Policy.

 
 
 
 
 
 

Submit a Comment

Loading Comments...
























By submitting your information, you agree that channelinsider.com may send you channelinsider offers via email, phone and text message, as well as email offers about other products and services that channelinsider believes may be of interest to you. channelinsider will process your information in accordance with the Quinstreet Privacy Policy.

 
 
 
 
 
 
 
 
 
Thanks for your registration, follow us on our social networks to keep up-to-date