Microsoft's Windows Phone is facing market-share declines, along with stiff competition from Google Android and Apple's iPhone. Does it stand a chance?
Why is Windows Phone failing?
Granted, Microsoft always acknowledged that its latest
smartphone platform would face a hard road to widespread adoption. But
executives in Redmond probably had their fingers crossed that Windows Phone's
market behavior would resemble that of its Bing search engine: slow but steady
incremental gains, paired with largely positive press.
Windows Phone seems to have received largely positive press,
but the platform's so far failed to revive Microsoft's fortunes in the
smartphone space. During a July 11 keynote speech at the company's Worldwide
Partner Conference, CEO Steve Ballmer described the newish platform's market share as "very small."
Research firm comScore is estimating Microsoft's smartphone
market share declined from 7.5 percent to
5.8 percent for the three-month period ending in June. That included both
Windows Phone and the company's more antiquated Windows Mobile platform, which
is being phased out.
Meanwhile, the Seattle
estimated Microsoft's possible revenue from Windows
Phone at less than $613 million. That figure came from subtracting Xbox
360-related revenue-some $8.103 billion-from that of its overall Entertainment
and Devices Division, leaving $613 million split between Windows Phone and a
variety of much smaller projects such as Zune and Surface.
Microsoft's hope is that its upcoming
, due to final release sometime this fall, will spur greater
consumer adoption. Samsung, HTC, LG Electronics and Nokia have all committed to
building new Windows Phone devices preloaded with Mango, along with Acer and
ZTE. Some 500 new elements to the update include expanded functionality for the
Xbox Live and Office hubs, new multitasking abilities, and Bing deeply baked
into the user interface.
But it's questionable whether those improvements will
greatly boost Windows Phone's "stickiness" in the marketplace, especially
considering how Mango-loaded phones will likely hit just as one of Microsoft's
largest competitors, Apple, releases the newest iPhone loaded with the
next-generation iOS operating system. Various Android manufacturers also
continue to produce increasingly advanced smartphones. In fact there's
considerable risk that Microsoft will arrive at its "Mango" plateau just as its
rivals jump ahead to an entirely new level-leaving Redmond, yet again, in the
position having to play catch-up.
Microsoft is also pinning its hopes on a partnership with
Nokia that will see the Finnish phone-maker adopt Windows Phone as its mobile
software platform. Following the announcement of that partnership earlier this
year, a few analysts suggested that Nokia's global presence would boost Windows
Phone to new market heights within the next few years. Research firm IDC, for
example, even went so far as to predict that Windows Phone would overcome both
Apple's iOS and Research In Motion's BlackBerry franchise to become the
second-ranked smartphone platform after Google Android.
Ever since the deal's announcement, though, Nokia has bled
smartphone market share at a startling rate.
This is attributable to a number of factors, including general abandonment of
Nokia's soon-to-be-mothballed Symbian OS, coupled with rising pressure from the
flood of cheap Android smartphones into the market. In any case, Microsoft and
its new partner face a considerable challenge in retaining Nokia's
No matter its presence, Nokia is unlikely to help Microsoft
much in the U.S. smartphone market, where it retains a negligible
That leaves Microsoft betting that the Mango update,
combined with a massive ad campaign and new manufacturing partners, will help
change its trend-line among U.S. users. (The company better hope that the Mango
update proceeds more smoothly than its previous software updates, which encountered
delays and reports of stalled devices.) It could happen, at least in theory,
but right now the numbers aren't working in its favor.
Nicholas Kolakowski on Twitter