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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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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
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
Imma kick you in the nuts.

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
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.

"Young lady, in this house we obey the laws of thermodynamics!" -- Homer Simpson

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