Mashable, the hardware division of Nokia will undergo a series of rebranding, changing its name to Microsoft Mobile. This grants the ability to assume all rights, including all obligations and benefits of the Nokia devices. In an interview with The Telegraph, Microsft Vice President of Legal and Corporate Affairs Brad Smith said that “this acquisition will help Microsoft accelerate innovation and market adoption for Windows phones.” As the software company fully takes over one of the top mobile brands, what should we expect next on the mobile arena?
Always on the moveTracing the history of Microsoft, the company is always looking for ways to expand their platform reach and improve their user experience. Last April 22, Fahad Ali reported that the company has already started to work on the Microsoft Cloud, which is touted as the “cloud iteration of Windows in the future.” The report claims that it will be offered to users for free, with some useful premium features for paid subscriptions. Whether this cloud system will make an appearance in the Microsoft Mobile, only the company’s future plans will tell. Microsoft is also seen locking deals with top network providers to enhance their global reach. Mid last year, TechCrunch reported that the company has signed a deal with O2 in the United Kingdom to conjure a stategic marketing agreement to introduce Windows devices to their consumers, while it struggles with only 8% market share. “Promoting the use of Windows Phone 8 will benefit customers, as there will be more options to choose from while diluting the polarisation of installed base in operating platforms,” their press release noted.
A shift in Mirosoft’s attitudeTo recover from the staggering market share, CEO Satya Nadella said in an interview with NBC News that they are bringing their present and future devices closer to the consumers. “We are going to innovate with the challenger mindset… we are going to come at this by innovating in every dimension,” Nadella said. For users, Nadella is reshaping the company into one that “embraces mobile devices,” making it easier for software developers to create services for multiple platforms. With the previous CEO Steve Ballmer, it can be remembered how the company failed to anticipate the mobile revolution for PC’s and laptops, despite the growing number of smartphone and tablet users.
Merging of Windows PlatformsDespite sharing the same modern user interface for touchscreen devices, the Windows Phone, Windows 8, and the Windows RT are technically different with their own rules. But with Microsoft set to release its own line of mobile devices soon, John Callaham of Neowin said that this could be an opportunity to combine these three platforms into one gigantic device. “The fact that Microsoft is now going to make smartphones in addition to its Surface tablets could be the first big step in a plan that will eventually see all of Microsoft hardware products running on just one Windows OS,” Callaham said. Software developers will be able to create an application which can be used on a smartphone, tablet, desktop, or an Xbox without the need for excessive coding. In a three-hour keynote delivered by Nadella, he referred to this as the “Universal Windows Apps.”
What’s in it for Google and Apple?Although there’s no official word yet as to how Microsoft Mobile devices would be like, it seems that the company is set to invite Apple and Google into what is brewing to be a brutal battle. How will these three companies gear up for the fight?
· AppleDespite obtaining a smaller market share, the same Forbes article said that the company was able to garner between ½ and ¾ of the total earnings in the smartphone industry. If they wish to keep this trend, they might have to patent more features to keep up with the competition.
· MicrosoftChristopher Mims of QUARTZ said that Microsoft sees the acquisition as an opportunity to triple the market share of Windows Phone by 2018. The article said that Nokia handsets such as the Lumia 520 is gaining traction in emerging markets, pushing Windows devices ahead of Apple, especially in areas like Latin America. With all these predictions, it’s clear how Microsoft is set to take on the market by storm. What do you expect from Microsoft Mobile?
About the Author
Aside from being a mobile blogger, Lily Sommers is also a tech analyst. Whenever a new acquisition or trend happens, she quickly does a thorough analysis, especially on who wins and loses in the situation. Contact her on Twitter and G+.