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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 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!!??


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.

"We’re Apple. We don’t wear suits. We don’t even own suits." -- Apple CEO Steve Jobs

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