Microsoft announced Tuesday that Windows Marketplace for Mobile,
the software giant's last best hope to compete with Apple, RIM, Google
and the other firms in the mobile space, will support Windows Mobile
6.0 and Windows Mobile 6.1 devices. The applications store will also
have a dedicated Business section for enterprise customers.
It's a smart move for Microsoft. When the company first announced
Windows Marketplace, it said that only support devices bundled with
Windows Mobile 6.5 and above. That move left a large portion of
Microsoft's customers out.
And it could have easily hurt the company's ability to compete as
effectively as possible in the market. But with the addition of Windows
Mobile 6.5 support, all that has changed. Now, Microsoft believes it
has a better chance to compete.
"By the end of 2009, Windows Marketplace will also be available to
Windows Mobile 6.0 and 6.1 devices," Todd Brix, Microsoft's senior
director for mobile platform services management, said. "This means that
developers will have an opportunity to reach more than 30 million
Windows Mobile devices."
Although that figure is impressive, it needs to be met with a certain
level of skepticism. Microsoft didn't say whether or not those 30
million devices were shipped or if they are in use.
It makes a difference. Certainly 30 million devices is a hefty
number that should entice most developers to consider creating
applications for the platform. But if Microsoft has only sold 30
million units (my hunch) and a small percentage of those are still in
use, that 30 million figure is inflated and thus, the platform isn't as
attractive as Microsoft might have us believe.
Trouble ahead?
Regardless of the actual number of devices in use, Microsoft faces
major challenges if it wants to become a major player in the mobile app
market. It's a crowded space with companies such as Apple, Google and RIM
all offering competitive applications for mobile customers. Even Palm
is trying to break into the business, but so far, its WebOS platform has yet to support more than 30 apps.
For its part, Microsoft said it plans to have 600 applications available in the Windows Marketplace when it launches this fall.
While that easily bests Palm, it can't quite match the rest of the
competition. Apple announced Tuesday that its store has more than 65,000
apps. Apple claims that so far, 1.5 billion apps have been downloaded.
RIM's BlackBerry App World has more than 1,000 apps. Google's Android Market
has more than 2,000 apps. So, it seems Microsoft won't be able to take
the lead anytime soon.
Too little, too late
And isn't that the problem in the first place? Microsoft is late to the
app game. The company has watched as Apple, Google, RIM, Palm and
others have brought applications to mobile phones. All the while, it
has stuck to its promise of delivering its own store. Finally, it will
launch this fall. But since so much time has elapsed, it could be too
little, too late.
Microsoft has been trying to catch up to the competition in the mobile
space for years. Its software has tended to stick just a step or two
behind the latest curve. Smartphones running on Windows Mobile aren't
nearly as coveted as the competition's. And for the most part, it isn't
providing an experience with its software that many want.
It looks like more of the same with the Windows Marketplace. Although
the company has said that it will share 70 percent of revenue with
developers—reportedly the same agreement Apple has with App Store
developers—600 apps and more phone support just doesn't look like the
key to success for the software giant. In fact, it looks more like a
desperate move on its part to get something (anything) into the market
so it can start competing.
Antiquity
But competing will be Microsoft's toughest challenge. What can it
really bring to the market that will make consumers want to switch to a
Windows Mobile device? An app store with fewer apps certainly won't do
it. And neither will the host of Windows Mobile devices that smack of
antiquity when they sit next to more "current" products from Palm,
Google, RIM and Apple.
It's doubtful that Microsoft can keep up. The company might have the
cash to invest in practically anything, but it doesn't have the
technology to make its platform work. It's competing in an environment
where its competitors are far more agile. Worst of all, they're far
more advanced.
So, as Microsoft tries to work its way into the mobile app market, it's
trying desperately to look relevant. Although the company needed to
release an app store, it's debatable whether or not it has the ability
to make it work. While more supported devices will certainly help, it
might be the company's tardiness that could hold its store back.
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