With Apple and Google tightening their hold over the smartphone industry, Microsoft and RIM have limited opportunities to break this domination and secure their position in the market. Google and Apple together have accounted for 89.9% of sales in the smartphone industry in the third quarter of this year. Platforms such as WebOS by Palm and MeeGo by Nokia made a failed attempt to launch themselves following which Nokia went ahead and collaborated with Microsoft’s Windows Phone platform. Though the Windows Phone has existed for a couple of years now, they haven’t yet managed to hit bull’s eye. However, with the launch of Window Phone 8, Microsoft stands a chance to resurface as a strong competitor. Similarly, the BlackBerry 10 platform could be RIM’s last attempt at proving itself. In spite of having potential, it is unclear if users would want to switch over to these emerging platforms.
Consumers are now investing in platforms and the apps and content it has to offer them rather than the hardware. Upon having made one such early investment right in the beginning, a consumer is unlikely to want to switch to another platform and end up buying premium apps and pay for other content all over again. The problem lies in the fact that all changes introduced by upcoming platforms are only minor tweaks in the user interface or small changes in features. However, it would be fair to admit that certain native features are well received on the Windows Phone platform than on iOS or Android, like the People feature, for instance, which makes it easier for users to view their contacts, photos and updates.
Though Microsoft’s Xbox 360 is currently the best-selling console, the sales of its Windows Phone have failed to be as impressive, struggling to reach 3.6 million in the third quarter. Android hits a 1.3 million on a daily basis and Apple has so far managed to sell 2 million models of the iPhone 5 over a weekend in China. However, both Microsoft and RIM can hope to do better in areas outside of the highly competitive smartphone market, provided they are able to outdo less expensive yet capable iPhones and Android handsets, something Nokia has been trying to do through its Lumia 620.
