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What is going to set Microsoft apart in mobile at this point? The fact that you probably can't answer that is why Microsoft is still at the drawing board. One d

What is going to set Microsoft apart in mobile at this point? The fact that you probably can't answer that is why Microsoft is still at the drawing board. One day they will return to the mobile world, probably next spring; but for now launching a good smart phone, even a great smart phone, that lacks the eco-system of Apple and Google is DOA unless it has something else appealing about it. I suspect the "Surface Phone" will be announced next spring, and I'm sure Panay and his hardware team will knock it out of the park, but without Windows 10 Mobile catching up there's no point in releasing it even if it's the greatest phone hardware ever created. Once the proper software that can set Microsoft apart is in place, it will strike. The smartphone market is so saturated right now they could catch everyone off guard and make a dent.

8ytecoder 10y ago
This. I think this is why they are pushing UWP and convincing more people to build apps for Windows 10 using it. If this strategy succeeds, they'd have everything in place for a relaunch. It would be so seamless for developers to support Windows 10 Mobile, they'd just do it.
- DarkByte 10y ago
  Actually I strongly beleive the Linux subsystem in Windows 10 will be used on The next Windows Surface/Phone to accommodate Android apps and the android market. Then UWP will demonstrate its performance and Graphic API advantage. Hell Microsoft could even import android projects into UWP projects through the flexibility of CLI if they really wanted to.
  - WorldMaker 10y ago
    Your suspicion is somewhat backwards: the Linux subsystem was built to accommodate Android apps. However, the decisions were made not to, excuse the pun, "Black-bury" the platform by directly supporting Android apps after all.
  - bitmapbrother 10y ago
    That's a pretty silly belief. MS failed at running Android apps. They also failed with their attempts to port iOS apps to their platform. In fact, all of those "bridges" have been burnt to the ground. One more thing, Microsoft will never be able to use the Google Play store unless they make an Android device that passes all of Google's requirements.
- criddell 10y ago
  I can see some business applications that might benefit from UWP, but that's not terribly exciting. Other than games, what's the last interesting consumer-focused Windows application that's generated buzz and revenue for anybody but Microsoft? Microsoft feels like they are headed out to the same (incredibly lucrative) pasture that IBM and Oracle inhabit.
mhomde 10y ago
That's a good question, and the mobile market is cutthroat when even companies like HTC/Samsung/Lenovo etc is struggling to survive. However I think Microsoft has a lot of synergy good both on the gaming side with Xbox and on the business side with Office/Sharepoint/Outlook etc, not to mention that Windows still is the most popular OS. Now I tend to agree with Nadella's "be everywhere"-strategy but that doesn't mean they can put everything into Microsoft services and software being the best on their own devices. I think the fact they're doing xbox games that are free to use on PC's is a good example of such synergy. In the end selling hardware is never going to be what they earn money on, but rather they need to be a hardware actor so that they profit off their app store/software/services.
enos_feedler 10y ago
Is it possible that Microsoft ships an Android-based phone with Microsoft services plugged in? If it could run existing Android apps yet plug into Microsoft developer tools API for the future, that might work?
- mhomde 10y ago
  I don't think so, making hardware is not something you do for profit these days IMO. Only Apple has been able to do that and I think the days of their margins is coming to and end. The new way is simply being their in hardware to feed people into your ecosystem of software, services and app store... and there is no need for Microsoft to do that on Android.
bitmapbrother 10y ago
That's some pretty optimistic thinking. Unfortunately, you just don't come back into a market after getting beaten badly and exiting with your tail between your legs. They have no developer support and UWP has, for the most part, been a failure if you judge its lack of adoption as a metric - where exactly are all of the UWP apps? As for Microsoft "striking" when they get the software right - I couldn't tell if you were joking or not. There's nothing that Microsoft could ever announce that would ever make them relevant in mobile.

8ytecoder 10y ago

This. I think this is why they are pushing UWP and convincing more people to build apps for Windows 10 using it. If this strategy succeeds, they'd have everything in place for a relaunch. It would be so seamless for developers to support Windows 10 Mobile, they'd just do it.

DarkByte 10y ago
Actually I strongly beleive the Linux subsystem in Windows 10 will be used on The next Windows Surface/Phone to accommodate Android apps and the android market. Then UWP will demonstrate its performance and Graphic API advantage. Hell Microsoft could even import android projects into UWP projects through the flexibility of CLI if they really wanted to.
- WorldMaker 10y ago
  Your suspicion is somewhat backwards: the Linux subsystem was built to accommodate Android apps. However, the decisions were made not to, excuse the pun, "Black-bury" the platform by directly supporting Android apps after all.
- bitmapbrother 10y ago
  That's a pretty silly belief. MS failed at running Android apps. They also failed with their attempts to port iOS apps to their platform. In fact, all of those "bridges" have been burnt to the ground. One more thing, Microsoft will never be able to use the Google Play store unless they make an Android device that passes all of Google's requirements.
criddell 10y ago
I can see some business applications that might benefit from UWP, but that's not terribly exciting. Other than games, what's the last interesting consumer-focused Windows application that's generated buzz and revenue for anybody but Microsoft? Microsoft feels like they are headed out to the same (incredibly lucrative) pasture that IBM and Oracle inhabit.

mhomde 10y ago

That's a good question, and the mobile market is cutthroat when even companies like HTC/Samsung/Lenovo etc is struggling to survive. However I think Microsoft has a lot of synergy good both on the gaming side with Xbox and on the business side with Office/Sharepoint/Outlook etc, not to mention that Windows still is the most popular OS. Now I tend to agree with Nadella's "be everywhere"-strategy but that doesn't mean they can put everything into Microsoft services and software being the best on their own devices. I think the fact they're doing xbox games that are free to use on PC's is a good example of such synergy. In the end selling hardware is never going to be what they earn money on, but rather they need to be a hardware actor so that they profit off their app store/software/services.

enos_feedler 10y ago

Is it possible that Microsoft ships an Android-based phone with Microsoft services plugged in? If it could run existing Android apps yet plug into Microsoft developer tools API for the future, that might work?

mhomde 10y ago
I don't think so, making hardware is not something you do for profit these days IMO. Only Apple has been able to do that and I think the days of their margins is coming to and end. The new way is simply being their in hardware to feed people into your ecosystem of software, services and app store... and there is no need for Microsoft to do that on Android.

bitmapbrother 10y ago

That's some pretty optimistic thinking. Unfortunately, you just don't come back into a market after getting beaten badly and exiting with your tail between your legs. They have no developer support and UWP has, for the most part, been a failure if you judge its lack of adoption as a metric - where exactly are all of the UWP apps? As for Microsoft "striking" when they get the software right - I couldn't tell if you were joking or not. There's nothing that Microsoft could ever announce that would ever make them relevant in mobile.