After several months of speculation and sneak peeks into the platform, Windows Phone 8 finally has the spotlight but whether Microsoft’s mobile platform is going to be in for the long run or doomed to an early exit is yet to be decided. Just a few days after Microsoft launched its Windows 8 platform in Manhattan, it is holding a similar event for its mobile platform, along with hardware partners such as Nokia, HTC and Samsung, all of whom are very eager to show off their new devices.
Microsoft’s stakes are very high in the new platforms. While the traditional platform is still the company’s primary source of revenue, with everything going mobile, the company will be shunned if its mobile platform doesn’t catch up and it will never be able to recover from the setback. Its future in the technology market is at stake if it doesn’t catch up with companies like Apple and Samsung. With Windows 8 and Windows RT, the company is moving towards mobile devices starting with laptops and tablets, including its own Surface. Windows Phone 8 shares a lot of the core functionality with the Windows 8 platform and that is Microsoft’s effort to gain a stronghold in the mobile phone market.
Microsoft is already trying to link its popular PC platform to its mobile OS. The company’s CEO, Steve Ballmer said that a device with Windows Phone 8 is the best option for the millions who use Microsoft Windows. The company is also going heavy on the marketing and is intent on heavy advertising. Experts believe that Microsoft’s strategy will be to increase awareness and help build recognition of the brand among customers.
There is much skepticism in the market among critics about the adoption of Windows 8 and the subsequent shift to Windows Phone 8. It is likely that Windows 8 will take a long time to spread because of the radical new experience and customers are cautious about making the shift. Some analysts believe that Microsoft’s strategy is quite risky; linking Windows Phone 8 to Windows 8 might not work out well if Windows 8 is not popular. Surveys show that companies are half as likely to shift to Windows 8 as they were with Windows 7 back in 2009. Currently, Windows Phone is being overpowered by Android and iOS and it will definitely take a while for customers to get used to the unconventional design that Windows Phone presents.
