Microsoft Needs to Keep Improving Windows Phone 7

By Don Reisinger  |  Posted 2010-12-21 Print this article Print


5. Enterprise concerns 

The corporate world could potentially be one sanctuary where Microsoft could be successful. That would be the case, of course, if Microsoft could find a way to target that market more effectively. For now, with Xbox Live and its consumer-y feel, Windows Phone 7 doesn't seem to be focused too heavily on the corporate world. That's another factor hurting the operating system's ability to compete. 

6. The feature set isn't there 

As of this writing, Windows Phone 7 lacks full multitasking for all apps. Consumers can't copy and paste, and from a design perspective there are some serious quirks that need to be worked out. Simply put, the feature set in Windows Phone 7 isn't as impressive as it could be. If Microsoft doesn't address that sooner rather than later, it could have even more trouble on its hands. 

7. Figuring out vendor desire 

As a software provider, Microsoft must rely upon vendors to deliver its product to customers. In the distant past, that wasn't such a major issue, since the operating system was one of the better options in the space. But with Google's Android platform selling so well, vendors are realizing that aligning with the search giant might actually be the best option. That makes it harder for Microsoft and its mobile platform to compete. 

8. Apps, Apps, Apps 

Microsoft fully realizes the value of mobile apps in today's marketplace. But so far, the company's app store has approximately 4,000 apps available to users. Given how long Windows Phone 7 has been out, that might not be so bad. But when it's compared with Apple's App Store offering of over 300,000 apps, and the estimated 100,000 to 200,000 Android Market programs, it quickly becomes clear that Microsoft has a lot of catching up to do. 

9. Microsoft's brand value 

Microsoft isn't the company that it once was. Although it's still a household name among consumers and enterprise customers, it no longer has quite the sterling brand value as Google and Apple these days. As it stands, those two companies are appealing more to consumers than ever before. And it's Microsoft that continues to play catch up. That's a significant problem for the software giant. As its brand value declines, it will need to find better ways to appeal to customers-or else. 

10. Where's the sales pitch? 

Whether it's Google, Apple or Microsoft, every company needs to make a compelling sales pitch to customers. Google has done that by proving it can deliver a viable iOS alternative on several carriers. Apple has made its case by pushing the envelope. But what has Microsoft done? At least for now, the company has seemingly done little to make it clear to consumers why its product is better than the others. The longer it takes to present a compelling alternative, the harder it will be for it to come close to competing. 


Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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