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Microsoft also says it plans to be #1 in the enterprise wireless market

While it's still working to crystallize its new devices unit's plan for upcoming Windows Phone releases and adjust its marketing message for the platform, Microsoft Corp. (MSFT) is already making bold predictions for the future.  In London this week, it held an event called "Business Transformed" looking to sell business on Windows Phone 8.1 and give them a peek of what's to come.
 
Microsoft's Windows Phone UK director Leila Martine laid out her vision of how Microsoft can beat out Google Inc.'s (GOOG) Android and Apple, Inc.'s (AAPL) iOS in the business sector.  Microsoft sees the enterprise wireless devices market as a crucial sector for its growth, as it's perhaps the most universally embraced enterprise workstation and server vendor.  And with BlackBerry, Ltd. (TSE:BB) currently riding into the sunset, the fittest challenger looks poised to inherit a lucrative series of enterprise device contracts.
 
Speaking to the UK publication Mobile News, Ms. Martine said that iOS trails Windows Phone in price and choice, while Android trails it in security.  She comments:

Our ambition is to be number one in the business market and my ambition is to achieve that within the next year.  We want to be taking share from across the board.

When you think of Apple, how many CEOs and CIOs really want to pay for their employees to use an expensive premium device when they can choose from a full range of devices?  With Android, Apple and BlackBerry, there are continued concerns about the fragmentation of the ecosystem, the segmentation of the experience and also the level of malware.

Leila Martine
Leila Martine, Microsoft's Windows Phone UK director [Image Source: Mobile News UK]

Windows Phone currently sits in third place in the global smartphone market.  In January 2014, one survey -- Kantar Worldpanel ComTech -- indicated Microsoft had risen to an 11.5 percent stake of new smartphone sales, however its inevitably rocky integration of Nokia Devices has depressed that stake slightly to 9.5 percent.
 
Ms. Martine acknowledged to the UK publication that Windows Phone 8.1 rolled out a bit slow, but she vowed that Microsoft would spend heavily to push the platform higher, now that Windows Phone 8.1 devices are at last shipping to customers.  She states:

The industry is hyper-competitive, the growth is slowing down and that is putting a lot of pressure on manufacturers.  The fact that we were the fastest growing OS last year gives us a really good platform to build on our momentum.

In the next year, Ms. Martine says Microsoft is also targeting twenty percent global share in the market -- a number which would likely propel it past Apple.

Source: Mobile News UK





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OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 12:36:44 PM , Rating: 2
What are they going to do to get there? All I see WP8.1 which isn't going to do it.

No initiatives, no price drops, no plans, no improvements, just get there? How is this going to happen?




RE: OK so MS wants to climb to the #2 spot...
By danbob999 on 6/18/2014 12:49:17 PM , Rating: 1
Windows Phone didn't succeed because so far they adopted a "me too" strategy.

If they released better and cheaper phones before the competition they could have a chance.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 12:59:32 PM , Rating: 2
"Windows Phone didn't succeed because so far" - That part stopped right there is correct. Not that it isnt pretty good. It has potential.

"If they released better and cheaper phones before the competition they could have a chance."

See, now that is a realistic plan to go from a distant 3rd to 2nd place. Release better phones at a better price. That doesn't seem to be part of the plan though. AT least not announced. So far they have caught up and are releasing comparable phones at a comparable price with a lesser app library. Reasons to switch? Not seeing it. Not for a consumer and not for a corporate IT department either.


By Mitch101 on 6/18/2014 1:58:28 PM , Rating: 3
There are so many rumors flying about that its difficult to tell what direction Microsoft is going in.

Windows Phone 8.5 which the only thing known is that it allows devs to update tiles every minute instead of every 30. But there must be more to the story because of the version jump to .5 or just the last version before 9.

Windows Phone 9 which the date is unknown some say 2015 and some say 9 has moved up to this year just before holiday season.

Final rumor which I don't think will happen is either an Agreement with BluStacks or Microsoft adding in the Android API's to Windows Phone allowing you to use a large portion of Android apps on the Windows Phones with little to no porting. We know there is a Microsoft Android with its own services built in so there could be some truth to seeing Windows Phone with Android API's that allow it to run most APK's. PC's run emulators why not phones?


RE: OK so MS wants to climb to the #2 spot...
By BRB29 on 6/18/2014 1:59:53 PM , Rating: 4
don't know what everyone is talking about!

All I read was LEILA!


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 2:22:00 PM , Rating: 2
Also... She's kind of hot. Kind of alot hot. LOL.

But she is either being week on details, or she is just dreaming.


RE: OK so MS wants to climb to the #2 spot...
By Motoman on 6/18/2014 2:26:07 PM , Rating: 2
Seconded. Someone needs to get on Photochopping us some naughty pictures of her.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 2:43:51 PM , Rating: 2
LOL... "girl next door" hot is the hottest kind of hot IMHO.


By fic2 on 6/18/2014 7:40:57 PM , Rating: 1
+ British accent hotness added


By Jeffk464 on 6/18/2014 4:10:53 PM , Rating: 2
yeah, pretty hot


By HardwareDufus on 6/18/2014 6:01:44 PM , Rating: 2
there was a phone in the article?


By HardwareDufus on 6/18/2014 6:03:41 PM , Rating: 2
maybe Microsoft is just figuring allot of technie nerds would buy a phone from her.

Okay, all joking aside... someone mentioned Windows Phone 8.5? I've not even heard so much of a rumor of it until I saw mention of it in this article.

Any details?


By poi2 on 6/20/2014 6:32:43 PM , Rating: 2
it's called Leila


By Piiman on 6/21/2014 11:01:27 AM , Rating: 2
"maybe Microsoft is just figuring allot of technie nerds would buy a phone from her."

They should have included a shot with cleavage then.


RE: OK so MS wants to climb to the #2 spot...
By Motoman on 6/18/2014 2:07:20 PM , Rating: 2
Microsoft doesn't have any control over what phones the OEMs make, or what prices they ask for them.

They can make their OS free to make the phones cheaper...and that's about it.

Unless you think they're actually going to pay the OEMs subsidies to make their phones ridiculously cheap, I don't see it happening.

Especially with phones like the Moto G at $99 and the Moto E at $129. If they could convince the OEMs to make phones with specs like those and sell them for $50, then sure...they might make a run at it.

Something tells me though that that isn't going to happen.


RE: OK so MS wants to climb to the #2 spot...
By DanNeely on 6/18/2014 2:10:39 PM , Rating: 2
MS actually has a lot of control over what OEMs can or cannot make. All WP8 drivers are written and maintained by MS (to prevent OEMs from deciding not to do the work needed to allow new OS versions from running on their hardware); so the hardware makers can't use any parts that MS hasn't approved of and decided to support.


RE: OK so MS wants to climb to the #2 spot...
By Motoman on 6/18/2014 2:17:26 PM , Rating: 4
quote:
MS actually has a lot of control over what OEMs can or cannot make.


OK I probably didn't state that the way I intended. As you note, MS does exert some control over what hardware is supported by their OS...the concept I intended to convey is that ultimately the design and price of any given phone is up to the OEM - granted that MS may be leveraging some control over the available parts list.

At the end of the day, the OEM can put together any phone they want that will work with that OS, and charge whatever price they want for it.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 4:20:39 PM , Rating: 2
OK, but MS is in the hardware business. The have made phones before (Kin) and they make the Surface... Also, they bought Nokia, a fairly well known phone maker.


RE: OK so MS wants to climb to the #2 spot...
By Motoman on 6/18/2014 6:02:03 PM , Rating: 2
Yeah, the Kin was a big hit.

Let's just think about this for a second...let's say that MS uses Nokia to build a nice quad-core, Moto E/G-esque phone that they then sell for $50 a pop. Which as far as I know is under cost. Or at the very least, with essentially no profit.

Now that MS's set the bar for a solid mid-range Windows phone at $50, how do you think HTC, Samsung, Sony, et al are going to feel about that? Are they going to be happy that MS's pulled the rug out from under them? Or are they likely to just abandon making Windows phones at all...remember, maybe MS makes money in the long run on loss-leader phones, but the OEMs sure as hell wouldn't.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 6:11:35 PM , Rating: 2
My point above is that MS has to do something. Something different then they have been doing for the past decade. Dont forget, Windows phone 5,6 were out competing with Palm OS years before the iPhone existed... MS has TONS of experience here and simply stating "we are going to be #2 in 2015" is a HUGE goal. One that needs huge effort, and simply continuing on the current path wont do it. I am not saying the OS isn't worthy, and I am not saying it cant be done, I am just saying it will take a radical rethink from the MS mobile strategy that has fluttered over the past decade (right up to current date).


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/18/2014 6:18:30 PM , Rating: 2
Also, they are gonna need a 2560x1440 phone ASAP ;)


RE: OK so MS wants to climb to the #2 spot...
By Motoman on 6/18/2014 10:44:37 PM , Rating: 3
Imma kick you in the nuts.


By Spuke on 6/19/2014 10:36:36 AM , Rating: 2
quote:
Imma kick you in the nuts.
LMAO


By retrospooty on 6/19/2014 1:59:51 PM , Rating: 2
LOL. I thought you would like that comment


By tonyswash on 6/25/2014 1:27:28 PM , Rating: 2
quote:
My point above is that MS has to do something.


Why bother? seriously why does Microsoft have to have a phone OS? what advantage does it bring to the Microsoft business? Windows phones could take a 100 % of the phone market and if Microsoft is not charging a license fee then it would make exactly nothing from achieving that. It could buy market share by selling hardware at cost but it would make exactly nothing from doing that. Where is the money in this game?

Microsoft is a software company, it needs to develop a profitable footprint in the massive mobile device software market. That will be difficult, and the margins will be much, much lower than it's old desktop PC software business, but it's doable especially if they develop platform agnostic productivity solutions for enterprise mobile. It's in enterprise integration that Microsoft has some remaining high value assets from it's legacy business capable of leveraging mobile market penetration. But I cannot see why they need an OS, especially one that is never going to be the majority platform, in order to be the world' leading purveyor of mobile enterprise software.


RE: OK so MS wants to climb to the #2 spot...
By NellyFromMA on 6/19/2014 10:28:05 AM , Rating: 2
MS decision to offer the OS for free is a very recent development by the industries standards.

It will take at least another 8-12 months at least before the effects of that decision can be assessed in any meaningful way.

Saying they need to pay OEMs to develop devices with the OS is jumping the gun to say the least.

MS prerogative IS to best the competition. If they didn't say so, that would be consigning itself to also-ran. They haven't "lost" until they have gone bankrupt or quit competing in a particular sector. Just ask Apple.

That said, its a tall order and proclamation.


By haukionkannel on 6/22/2014 4:16:21 PM , Rating: 2
MS is going to best competition with corporate features. Corporate can control what apps are in corporate phones, those apps work nicely together with MS desktop apps, MS phones can share the same corporate intranet as desktop computers... etc.
So very big deal to corpotares, not to normal users.
So they are really going to best competition with their own weapons. But how usefull will that be to nornal customers? In short run, not so, but in long run they can use same apps with their home phones as their work phones can be a big thing. Why "everybody" uses MS office, while Lipbre office is free? Why everyone use Windows in their home computer, while Linux is free? The MS is trying to do the same with windows phones.


RE: OK so MS wants to climb to the #2 spot...
By hughlle on 6/18/2014 2:12:24 PM , Rating: 2
I think they also really need to push with their budget lines. I've not met one person with a high end windows phone, imo largely because when paying for high end, people tend to be easily swayed by marketing and trends. However i have come across countless people who walked into a phone shop and bought a lumia 520 because at the budget end, people just tend to buy the first thing that jumps out at them from the shelf regardless who makes it or what OS it runs. Those 520 owners all seemed very happy; they got solid hardware, and an OS that did as they needed.


By HardwareDufus on 6/18/2014 6:08:23 PM , Rating: 3
I have a 920. My wife does too. So that's two 920s in the house.

However, we also keep a 520 in the house for visitors/company. (we live in Mexico and receive allot of visitors.. and we need a way to keep in touch with them while they are here.)

Personally, the 520 is a GREAT phone. Good size, lightweight and isn't crippled by Windows Phone 8.1 at all. (I've put the Dev Release of 8.1 on every phone).


By villageidiotintern on 6/18/2014 12:51:06 PM , Rating: 2
Automagically. The same method used to make 8 a best seller.


By tng on 6/18/2014 12:54:45 PM , Rating: 2
Sounds ambitious, probably wont happen in 2015, but Apple has started a very long downhill slide and they just can't seem to break out of it. WP could probably be #2 by 2017, IMO.


By amanojaku on 6/18/2014 1:38:16 PM , Rating: 4
1) Create Phone OS
2) ???
3) Profit

What part of this do you not understand???


RE: OK so MS wants to climb to the #2 spot...
By Reclaimer77 on 6/18/2014 1:47:37 PM , Rating: 2
Well it only took them 5 years to pass Blackberry. I'm sure they can pass Apple by next year because...uhhh..because they want to?

Not that I wouldn't love it if they did. But I'm not sure how they can possibly actually believe this will happen.

Also Apple buyers being Apple buyers, if MS came out with products and an ecosystem 50 years ahead of everyone, those idiots would STILL buy iPhones.


RE: OK so MS wants to climb to the #2 spot...
By arazok on 6/18/2014 2:39:29 PM , Rating: 2
I would think they’re looking at pushing Apple to 3rd globally by primarily displacing them in emerging markets and Europe where people are more price sensitive. Apple is already getting killed in many of those markets and Win Phone is doing very well thanks to the 520’s. People in those markets don’t buy high end phones – they just get the cheap ones. If MS can get enough share of those markets, they can claim #2 globally without much penetration in N.America.

They hit 10% in a year after launching Win8. I can see them doing 20% in another year and a half, but almost none of it will come from N.America.

Here, it’s all high end phones. The only people I know with Win phones are IT guys. I can’t see MS ever gaining any share here unless they improve their marketing, which MS has always been terrible at. 8.1 will help – I think the transparent tiles are key to giving people that wow factor when they first pickup the phone – but really people generally prefer to follow the crowd and stick with what they know unless there’s a truly compelling reason to change, which 8.1 doesn’t have.


By Reclaimer77 on 6/18/2014 3:48:14 PM , Rating: 1
But Apple does have a budget phone. It's made up of two year old internals, has a plastic shell, and is $700. What more could developing markets ask for!!??

/S


RE: OK so MS wants to climb to the #2 spot...
By BZDTemp on 6/18/2014 6:28:06 PM , Rating: 3
I'm curious - what makes you think that Europe is a more price sensitive place?

Of course if you by Europe actually mean the geographical area that includes places like Russia and some of the poorer countries that used to be behind the Iron curtain, then I suppose some of those countries are price sensitive.

However if you're doing what seems to be the rule and confuse the EU and Europe then I think you're mistaken about the price thing. At least I know for sure that the vast majority of those buying smart phones go for the nice ones. If anything I think that the reason WP are taking off quicker here is that people are less inclined to be iSheep.

PS. The WP platform has some very nice advantages in a business environment. Just a silly little thing like Nokia Beamer can be very handy.



RE: OK so MS wants to climb to the #2 spot...
By arazok on 6/18/2014 9:01:01 PM , Rating: 2
Yeah, I'm referring to Europe as the EU block. Sorry, in N.America, don't really differentiate much. It's all just crazy land to us. ;)

I don't know the market breakdown by country, but I'm making the assumption that it's countries where contract pricing isn't available or affordable to most. All I know is they hit 10% in the EU as a whole, which is miles ahead of where they are in N.America.

It's funny, just suggesting to my Android friends that they look at a Win phone gets me the strange stare, like I'm trying to sell herbal medicine.


By BZDTemp on 6/21/2014 5:01:25 AM , Rating: 2
Fair enough, but please do not keep doing it:-)
The EU is a union of countries that are all democratic and also pretty high standards with regard to human rights, having low corruption (although not all members are top notch in that regards), where as if you say Europe that includes fx. a part of Russia(Moscow is geographical located in Europe) and other places where Human rights, Democracy and so on is severely lacking or worse.

On the why WP has a bigger market share here then it's all speculation, but my guess it's not about price but rather it could some of these factors.
- Some are not buying a WP they are buying a Nokia.
- Nokia has perhaps bigger recognition there than in the US. For sure Nokia has been very big here and it is a EU company.
- Android, Google, Motorola, Blackberry, Apple and more have bigger recognition than Nokia in the US ie. that could mean less people going for a Nokia.
- Some of the more informed buyers may fx. find the Nokia navigation software above Google and Apple offerings. Fx. supposedly the map data from Nokia are of higher quality for this region than what the others offer.

I work at at a company based around IT and get people asking me if I'd recommend getting a WP, but there are also some which were making jokes about it however that stopped when I showed them what it is. I'm in no doubt that the WP market share will go up - at least in my mediate surroundings. Some will get it because they have had enough of Apple, others because they can see the advantages.


By Jeffk464 on 6/18/2014 4:07:59 PM , Rating: 3
I want to date 3 super models, whats your point microsoft?


By p05esto on 6/18/2014 4:27:30 PM , Rating: 3
Well, Windows Phone is pretty awesome just the way it is (especially with latest developer build). After using the live tiles and clean UI you just can't go back to icons and clutter. Each to his own of course. If more people just tried WP they would be very tempted to switch.


RE: OK so MS wants to climb to the #2 spot...
By atechfan on 6/19/2014 5:50:35 AM , Rating: 2
She actually did state how. MS is going back to their traditional strength, enterprise. MS has way more weight in the enterprise sector than Apple or Google. They wasted a lot of time chasing fickle consumers when they should have been focusing on what they do best. Instead of chasing Apple, they should have been swallowing the market Blackberry was losing. Now it appears that they are realizing that.

I also think Windows Phone 7 was a mistake. They took Windows Mobile, kept the same kernel, but chopped most of the features, then killed it shortly after releasing it. I know they wanted something simpler out there quick to respond to iOS, but they should have just waited until Windows Phone 8 was ready. Abandoning Windows Phone 7 left a bad taste with early adopters. If they had waited, it would have been better, even if it meant being a bit later to market. It would have avoided people buying new phones with an OS that lost support not long after it was released.


RE: OK so MS wants to climb to the #2 spot...
By Reclaimer77 on 6/19/2014 8:33:00 AM , Rating: 1
So you're saying Microsoft's strategy has been wrong entirely from the start. Windows Phone 7 was handled poorly and turned people off. And that Microsoft has just now figured out what it's doing, sorta, when it comes to mobile.

Wow...I have been roasted alive and called a Microsoft "hater" by you and Mitch for saying the same things you're saying here.

But I guess when you view a company as your family, it's okay to criticize them. Only "outsiders" can't...


RE: OK so MS wants to climb to the #2 spot...
By atechfan on 6/20/2014 6:00:18 AM , Rating: 2
Yes, that is exactly what I am saying. I don't see Microsoft as "family", I see them as a large part of my investment portfolio. When they take actions that have the potential to drive share price down, I am critical. I would have agreed with you if you had said this. I only respond negatively to bogus criticism, like when people say that Windows 8 doesn't work with keyboard and mouse, which makes no sense.

You, on the other hand, are the one with attachment issues involving Google and Samsung. You have no logical reason to defend them as ferociously as you do. There is no financial attachment that you have divulged, so it looks like rabid fanboism. You go on the attack whenever someone criticises either company.

You completely ignore the fact that I have praised things like the Google satellite company purchase, and the drone company purchase. These were both very smart decisions that tie completely into Google's overall strategy. Unlike you, I can see when a company whose products I use does poorly and when a company whose products I don't use does well. There is no emotional attachment for me, they are just corporations.


RE: OK so MS wants to climb to the #2 spot...
By Reclaimer77 on 6/20/2014 4:34:25 PM , Rating: 2
quote:
You, on the other hand, are the one with attachment issues involving Google and Samsung.


Uhh they aren't part of my "Investment portfolio", fool.

How is it that in your head I'M more biased than you? You sit here and cheerlead for Microsoft because you're financially motivated to do so. Know what that makes you? A shill!

Your logic here is...amazing. You've admitted you only criticize Microsoft when the share price might go down. And that somehow makes you LESS biased than me? Just..lmao! That's the OPPOSITE of impartial you nitwit!

quote:
There is no emotional attachment for me, they are just corporations.


You can lie to me, that's fine. But don't do it to yourself, that's just sad. Denial is bad.


By Reclaimer77 on 6/20/2014 5:41:35 PM , Rating: 2
So basically what you're saying here is that even if MS screws over the consumers, even if they do some horrible evil stuff, you're fine as long as the stock price stays up.

And you seriously question my objectivity...lol wow.

You're a sociopath.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/19/2014 12:14:32 PM , Rating: 2
"She actually did state how. MS is going back to their traditional strength, enterprise."

That isn't anything... I mean, I agree that is their strength, but "going back to our strength" isn't an actionable plan, more of a motto. What are they going to do to win back enterprise mobile customers? Strength or not, in mobile, MS enterprise footprint is less than Apple, and even Google.


RE: OK so MS wants to climb to the #2 spot...
By Reclaimer77 on 6/19/2014 2:56:26 PM , Rating: 1
Saying we're going back to "enterprise" is more nebulous hot air than a solid strategy.

Plus it isn't like there's some well-defined "enterprise" market for smartphones you can go get. And even if you do, it's simply not large enough to propel MS past Apple even if they got 100% of it.

In 5 years or so, BYOD will rule the enterprise landscape entirely. Then you ARE right back to chasing "fickle" consumers.


RE: OK so MS wants to climb to the #2 spot...
By retrospooty on 6/19/2014 3:54:24 PM , Rating: 2
"Saying we're going back to "enterprise" is more nebulous hot air than a solid strategy."

Yup, it's like saying our plan is to "dig in" and "put our noses to the grindstone" and "focus on our core values" Those are phrases, they are not plans. Plans have actionable items and tasks to accomplish that will hopefully produce the targeted goal.

"In 5 years or so, BYOD will rule the enterprise landscape entirely"

It's already here... Even if it's not BYOD, where we are its' CYOD. The company pays and orders it, but each person chooses any smartphone and/or tablet they want.


By Reclaimer77 on 6/19/2014 5:54:14 PM , Rating: 2
Lol yeah, in other news Apple announced their strategy to "keep making lots of money".


“Then they pop up and say ‘Hello, surprise! Give us your money or we will shut you down!' Screw them. Seriously, screw them. You can quote me on that.” -- Newegg Chief Legal Officer Lee Cheng referencing patent trolls













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