I haven’t done a post about Windows Phone now Windows 10 Mobile. I mean I started on one but then everyone said it was dead; then Mary Jo Foley got a Nexus and the sky fell.
So let’s recap:
- Windows Phone as it was first conceived and marketed was not successful.
- Many of Microsoft’s partners when it was still Windows Phone 7 Series abandoned it.
- Redmond had to buy the only real Windows Phone handset maker left but ending up firing a lot of the workers and reducing the amount of handsets they make. (When really the only value were the Camera team and HERE mapping)
- Microsoft has refocused its mobile strategies on pushing apps and services for the big two (Android/iOS); and on refocusing Windows 10 Mobile’s target audiences.
For the last year Microsoft under Nadella has been, in my opinion, trying to make Windows Mobile work. And by work I mean start making profits and being credible competition.
Now let me say upfront, Windows Phone failed. I hate writing that because like its spiritual ancestor the Zune, it was ahead of its time. It faced a number of hurdles that it could not overcome (no matter how hard they tried). So now we on.
I’ve been playing with Windows 10 Mobile since its Insider Preview started. There are a lot things about it I think need serious work. For me most of it is surface stuff. I like the personalization options, but I wish I could group apps to break up the Start Screen. I think the basic layout for UI needs refining and more needs to be done to make apps really pop.
But I also find myself intrigued by what the new Win Mobile is.
I complain about Action Center, but I also really like it. Controls are better. I like the fact this interacts better with the PC. And I like the fact I want to see it on larger screens.
So I think Windows Mobile has legs, but how does Microsoft make it compelling?
Windows Mobile’s biggest issue out of the gate will be the legacy of Windows Phone: no one uses it and there are no apps. So first question will be, “Why Windows Mobile?”
In some ways Microsoft has already telegraphed that going forward Windows Mobile will be first and foremost about the Enterprise. While Microsoft has also talked about creating experiences for fans of the platform it is clear the focus will be on where they saw growth. Fans are just a bonus.
Beyond the business focus, Windows Mobile will need a consumer story. And I think this where the Surface team comes in.
Despite the appearance of Acer and HP with high end devices, Microsoft is going to have to raise the flag for Windows 10 Mobile. The rumored Surface phone is going to be the point device for Windows Mobile. It will need to be more than just a pretty phone; it’ll need to be a new experience.
This experience goes beyond just having hardware.
Recent reporting around Windows Mobile is indicating that it will be the focus of the next major update to Windows 10. If this is the case, then I think Microsoft should focus on refining the interface and building robust features into the platform.
In my opinion the biggest assets Windows Mobile has is it’s NT kernel underpinnings and Continuum. The NT kernel means this is real Windows. With Continuum Windows Mobile becomes less of an also ran to be a versatile platform. In order for Windows Mobile to get over the “no apps” rep, it will need to push versatility and Continuum hard. To me that means when dock, the phone just becomes a PC (including multitasking).
(Continuum allows a Windows phone to function like a PC with a desktop; apps built to make use of the feature fit the screen. It’s a lot like Windows on ARM or Windows RT)
In some ways what I am suggesting is Microsoft should run with the idea that Windows Mobile as the new Pocket PC. Keep it nerdy. Make it business friendly. Make it versatile and flexible in ways Android and iOS can’t. Revisit the ideas from the old Win Mobile but reimagined for current mobile audiences.
(Honestly, I got more but I hit over 700 words and I’ll live it here)