Microsoft may look a vacuum with Lumia , even as if seen surrender with Windows 10 Mobile.
But in hindsight it turned out they were working on something bigger than many people.
When interviewed by the Australian Financial Review, Microsoft CEO Satya Nadella Microsoft leaked some planning around Windows Phone and its mobile division.
"We do not want to move just because of envy to what is owned by another" Nadella said, referring to Microsoft's previous efforts on Windows Phone experience trying to compete with the iPhone and Android.
"We will continue to struggle in the advanced mobile market, but no longer follow what has been determined by the current market leader, but based on the uniqueness that we can give to make the phone the most powerful"
"We therefore stop activities that are to emulate the other, and begin to make something yourself, even though it is still in a very small scale, with a consumer focus very specific, which requires different capabilities of mobile phones with the best features we can provide"
In essence, that meant Satya Nadella is Microsoft no longer wants to position Windows Phone as a competitor to Android and iOS in the features and the same category.
But they want to make Windows Phone with Windows 10 Mobile truly unique and different, and may be in a different category anyway.
Same strategy with Hybrid & AIO (All-In-One)
Most likely Microsoft is going to create a new category, just as they do in the realm of the tablet and AIO.
If we look back, in the realm of the tablet Microsoft late entry, and the entry of new Windows-based tablet dikala Android tablets and iOS already dominate the market.
But Microsoft comes to create a new category, namely hybrid 2-in-1 via Microsoft Surface, a tablet which can also be a powerful laptop, running Windows OS, can run desktop applications.
Although not exactly dominate the market, but now hybrid 2-in-1 everywhere, even including OEM OEM various Chinese origin who used to be very big role on many Android tablet at a low price now flock also released tablet hybrid 2-in- 1 based on Windows.
Even Apple had to release iPad Pro is also equipped with a keyboard like the Surface because suddenly hybrid 2-in-1 seems to be a new trend nowadays.
AIO is also like that.
World domination iMac All-in-One is strong, until in the end Microsoft created a new category through Surface Surface Studio equipped Dial.
Now many creative workers began to look at this touchscreen AIO.
Windows Phone is Like What?
From the development of the current is seen that the new category exercised by Microsoft is a hybrid phone that can function as a PC too.
HP Elite X3 is the most appropriate figure to describe it.
Currently they are already up in the continuum, but not so optimal for applications is still limited in the UWP only.
But the blow of the latest news, Microsoft is now developing emulation feature codenamed Cobalt, which would make Windows Phone can run software through the Windows 10 desktop win32 Mobile "Redstone 3".
This feature is planned to be introduced in late 2017, and it is not likely going to begin Microsoft over Surface Phone. (Read: Windows 10 Mobile Redstone 3 Could Run Applications PC )
It's just that their primary focus at this time is limited to business and enterprise, perhaps even just in the US alone.
But if you later ended successfully as hybrid 2-in-1, it is not possible other OEMs will follow the release of Windows Phone the same to the consumer class to reach a wider market.
Windows 10 Mobile development is indeed very interesting to be followed, because although the market share of Windows Phone is currently quite collapsed , but should not be forgotten that the OS is backed by a huge company with huge funding which is certainly not easy to be made to give up.
Source
Microsoft Keep Inovating in Mobile Market Phones to Make Powerful One
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