Smartphone platform profile: Windows Phone OS
This profile is focused on Microsoft’s Windows Phone OS software platform for mobile devices, both in its current incarnation as Windows Mobile 6.5 and in its forthcoming major refresh as Windows Phone OS 7.0. It looks at the platform from a mobile operator, handset manufacturer, and application & content developer perspective.
There is much to play for but also at stake for Microsoft once Windows Phone 7 Series devices make it into the market in late 2010. The new platform marks a sea change in Microsoft’s strategy towards the mobile phone market, with service integration and a cutting-edge user experience aimed at consumers at its heart. This will place it on an equal footing with Google and Apple for the first time and prove a true test of its future competitiveness.
In the meantime, Microsoft is marking time with the existing Windows Mobile 6.5, although efforts by its licensees to improve the user experience of the platform should keep it in the game until its replacement comes on stream. How those same licensees and carriers react to the far more restrictive customization potential in Windows Phone OS 7.0 remains to be seen, and could prove a key factor in Microsoft’s future mobile strategy.
There is much to play for but also at stake for Microsoft once Windows Phone 7 Series devices make it into the market in late 2010. The new platform marks a sea change in Microsoft’s strategy towards the mobile phone market, with service integration and a cutting-edge user experience aimed at consumers at its heart. This will place it on an equal footing with Google and Apple for the first time and prove a true test of its future competitiveness.
In the meantime, Microsoft is marking time with the existing Windows Mobile 6.5, although efforts by its licensees to improve the user experience of the platform should keep it in the game until its replacement comes on stream. How those same licensees and carriers react to the far more restrictive customization potential in Windows Phone OS 7.0 remains to be seen, and could prove a key factor in Microsoft’s future mobile strategy.
Executive summary
In a nutshell
Ovum view
Steady growth is no longer enough for Microsoft
Revolution was vital to appeal to mobile consumers
Multi-screen service integration reveals key strengths
Will Microsoft leave room for device differentiation?
SWOT analysis
Strengths
Mobile operators
Handset manufacturers
Developers
Weaknesses
Mobile operators
Handset manufacturers
Developers
Opportunities
Mobile operators
Handset manufacturers
Threats
Mobile operators
Handset manufacturers
Developers
Customer base
Handset manufacturers
Mobile operators
Developers
Windows Phone software versions
Main variants
Windows Phone OS in context
A broader context
In a nutshell
Ovum view
Steady growth is no longer enough for Microsoft
Revolution was vital to appeal to mobile consumers
Multi-screen service integration reveals key strengths
Will Microsoft leave room for device differentiation?
SWOT analysis
Strengths
Mobile operators
Handset manufacturers
Developers
Weaknesses
Mobile operators
Handset manufacturers
Developers
Opportunities
Mobile operators
Handset manufacturers
Threats
Mobile operators
Handset manufacturers
Developers
Customer base
Handset manufacturers
Mobile operators
Developers
Windows Phone software versions
Main variants
Windows Phone OS in context
A broader context
LIST OF TABLES
Table 1: Windows Mobile releases to date
Table 1: Windows Mobile releases to date
LIST OF FIGURES
Figure 1: Windows Phone forecast shipments 2008–2015
Figure 2: Smartphone forecast shipments 2008-2015
Figure 3: Smartphone market shares 2008-2015
Figure 1: Windows Phone forecast shipments 2008–2015
Figure 2: Smartphone forecast shipments 2008-2015
Figure 3: Smartphone market shares 2008-2015
