After several rounds of cuts after contraction, Microsoft Smartphone still not get rid of “being accused of” fate.
Last July, Microsoft had expected mid-2018 Windows10 operating system will be installed in 10 million devices. One year later, Microsoft recently announced, is expected to achieve this goal to extend time, drag the Microsoft Smartphone. In this regard, a number of industry sources said, the market has been marginalized Microsoft Smartphone is difficult to stir up Windows10 installed capacity “beam.”
More worrying is that, based on the difficulty of system innovation, user’s willingness to upgrade the entire post-PC era, etc., Windows10 or subsequent installed capacity is still facing challenges. For the transformation of Microsoft, to create a mobile end Windows ecosystem is far more valuable for making a mobile end device.
Phone become a “burden”
Windows10 initial installed capacity is expected to be traced back to 2015 Build Developers Conference.
Microsoft Windows and facilities manager Terry Melson said at the meeting, with its variety of devices, multi-pronged approach in the mid-2018 can achieve 10 million units installed capacity target.
However, a year later, Microsoft will be less than expected installed capacity reasons pointing to Microsoft’s smart phone business. In this regard, a number of IT industry insiders have said the mobile terminal and PC terminal on the promotion Windows10 installed capacity play a decisive role. In the overall PC market is shrinking the occasion, the mobile terminal is particularly important. But Microsoft’s smart phone business market weakness on Windows10 installed capacity boost natural weakness. Whether it is market research data organization, or Microsoft’s financial data show Microsoft’s smartphone market awkward position. According to the survey report Statista show that in 2015 Android and iOS accounted for 97.5% of the mobile market share, while Windows Phone market share of about 2.5%.
“The result is equivalent to the market test failed Microsoft’s smart phone business.” Zeng Tao communications industry analysts admitted, accounting for more than 10% market share of the smartphone market have a certain voice, or face the risk of being marginalized .
In fact, Microsoft and Nokia to establish a strategic partnership in 2011 to 2013, Microsoft’s price of about $ 7.2 billion acquisition of Nokia’s devices and services division and then to build up their own Lumia smart phones, smart phones, Microsoft always would like to take this “weapon” in the mobile terminal equipment market to lose ground. Guessed, followed by layoffs phone business, writedowns and sold.
In 2014, Microsoft laid off Nokia’s devices and services division about 1.25 million; in 2015, Microsoft laid off 7,800 people and mobile business $ 7.6 billion write-down of assets; in 2016, Microsoft plans to cut 1,850 mobile phone business and write-downs 950 000 000 dollar assets; in May this year, Microsoft announced a $ 350 million simply to Nokia’s feature phone-related business to sell Foxconn subsidiary of Finnish companies and Kang Fu Chi HMD.
In addition to the contraction experienced uninterrupted cuts, the financial performance of the mobile phone business is poor.
Reported year ended June 30, Microsoft’s mobile phone business still continued downward trend, revenue fell 71%. “Mobile truly become a burden.” IT independent commentators Yongjie said Microsoft is pushing Lumia950, Lumia950 XL and other several new machines, but also on mobile end devices Microsoft struggling weak performance.
Breakout pressure system
Although Windows10 installed capacity to be delayed, but have to say, Windows10 system to meet the user’s habits and down a great deal of effort.
Windows8 system prior to the introduction of a large number of tablet-touch control mode, causing the PC keyboard and mouse are accustomed to the old users do not adapt. This degree is considered hasty hand, Microsoft ignored the performance of the user experience.
The Windows10 system was released, Microsoft will be the user made a compromise: power given dual interface, you can select the mouse menu or screen operations icon.
In addition, Windows10 system also brings many new features and innovative features of previous Windows systems do not have. Such as adding Cortana intelligent assistant, Edge browser, Xbox series and games, multi-task management, WindowsHello biometrics, Continuum models and cross-terminal WindowsStore and built-in weather such as Outlook e-mail and other applications.
In addition to improved product experience than on the promotion of Windows10, Microsoft has also been subverted. Since the launch of the Windows system, Microsoft’s core business model is legitimate software licensing fees charged. And in the promotion of Windows10 system, Microsoft is willing to play a free upgrade to “flesh” tricks. Windows7, Windows8, Windows8.1 and other versions can upgrade Windows10, Windowsinsider members free upgrade Windows10 official version.
“Microsoft operating system that sacrifices a ‘cash cow’ brings great benefits, only to promote the goods and services innovation.” Microsoft China Co., Ltd. public relations staff said that for Microsoft, it is not easy to take that step thing.
However, the mobile Internet era nowadays is a function of excess era. “More innovation is just icing on the cake of incremental innovation, the user would like to touch the pain points more and more difficult.” Tao had said that subversive innovation in order to impress the user.
Indeed, compared to the first use of graphic images Windows1.0 interface, so the operating system for the first time for ordinary users; Windows95 innovative way to add a lot of gadgets and support of the Internet to make the Internet the first time into public life; WindowsXP SP2 patch Release so that the operating system for the first time into the Chinese family, “Windows10 operating system is difficult to reproduce before shocking experience.” Zeng Tao said that along with the wave of propulsion PC, Windows system maturity. Today, the space for innovation in decline, let alone subversive innovation.
At the same time, Windows10 can get rapid promotion also depends whether the user wishes to upgrade urgent and intense.
In general, based on people’s habits, PC upgrade and more with the “unforced”, which also makes the new system to replace the old system, there are some obstacles.
Windows only within the family, “Big Brother” Windows XP still holds the market place, you know Win10 Breakthrough destined not easy.
According to Net Applications data show that in May this year compared to market share of 10.09%, WindowsXP6月份全球市场份额下滑至 9.78%, which is 15 years WindowsXP market share for the first time below 10%. WindowsXP pace of decline can be described as slow.
In China, stick to Windows XP camp too far. 2015 annual data released by StatCounter, WindowsXP in the country accounted for about 20% market share, and Windows10 market share of only 5.22%, while the momentum is still bullish, but the base is really small.
“Many Chinese users feel it is sufficient to use Windows XP, not just to replace the system; on the other hand, many government and enterprise customers after the upgrade Windows10, actually need to pay.” Xiang Ligang communications observers said that aside Windows10 itself the quality aside, many users update the system’s power is difficult to guarantee.
Nowadays, most people in the industry worry that, Windows10 free upgrade program will expire. By then, becomes free from charge, Windows10 installed capacity may face a slowdown.
Mobile terminal does not change ambitions
Microsoft Smartphone are not many industry insiders believe Microsoft to bring substantial help. Microsoft recently announced the closure of research and development center in Tampere, Finland, and up to layoffs in the country after 1350, it will go in the end has become the focus of attention.
In response, Microsoft said will continue to support and update Lumia phone and OEM partners, and the development of new devices. “We will continue to run Windows 10 operating system on small screen devices, including Lumia650, Lumia950, Lumia950 XL, as well as phones from Acer, Alcatel, Hewlett-Packard, Trinity and VAIO and other OEM manufacturers.”
“This is the end of Microsoft’s move to seek ecologically most powerful evidence.” Zeng Tao said the company Sike core purpose is to build a mobile terminal moving end Windows ecosystem.
Over the years, Windows platform and its various applications relying on it has been Microsoft’s core strengths. Microsoft Authorized With charging mode, the PC era earned bowl full of pots of surplus. But it is also a direct result of the lack of Microsoft Internet thinking behind the move and end.
However, Windows10 operating system comes out, Microsoft Windows10 will not hesitate to declare compatible with Apple iOS and Google Android applications.
In short, whether it is running iOS and Android mobile phone applications, Microsoft’s own Lumia phone, or OEM partner phone, you can use Microsoft’s Windows10 operating system and its applications.
This has never been an open low profile, all showing the end of Microsoft’s strong mobile ambitions. This is CEO Satir · Nadella since he took office, led by Microsoft’s “mobile first, cloud first”, to change the identity of the service provider to be all about.
An industry source said, Microsoft now increasingly do not care who owns the mobile terminal device in the end, actually coveted mobile end Windows ecosystem. And by moving the end of the Windows ecosystem, Microsoft has occupied iOS and Android can use the phone. “Do not do their own phone is no longer important, the most important is that each person occupying the phone.” Zeng Tao pointed out that, on the mobile end device frustrated Microsoft, in fact, a great chess in the next plate.
However, Microsoft’s Windows ecosystem has been a disadvantage in competing with iOS and Android ecosystems. Reducing the user’s Windows ecosystem, leading to a growing number of application developers and handset manufacturers to switch to other mobile platforms iOS and Android.
As a user of Microsoft Lumia series phones Xiang Ligang frankly, Lumia mobile terminal equipped with microblogging, letters and other application software is still stuck in the huge base version, the user experience with iOS and Android difference.
“Right now, the most important thing is to enhance their own mobile client platform application experience.” Zeng Tao also said that if you do not improve the user experience of mobile terminals, limited users might be lost, Microsoft is moving around the end of the ambitious can only vanish into thin air .