Windows 7 Phone: Smartphone market balance begins to tilt

Preface: this article is Micheal Vakulenko to VisionMobile website written by zhuangao. His career began in Qualcomm's wireless sector, is now in the mobile phone industry for 16 years. He is in many aspects of mobile phone technology has a wealth of experience, including mobile software, mobile services, network infrastructure, and wireless systems engineering.

Exactly one year ago, I wrote an article, think that Apple's iPhone and Google's Android in the Smartphone race will be scored leads and put all the old phone system behind. Turns out I said yes, a year later, the iPhone and Android in the number of users, operators and developers ranked leading position on the ecosphere.

With Nokia and RIM, Microsoft adopted a proactive strategy. Giant unpatched Windows Mobile ship leaky boat, but carefully designed a new smart phone platform for Android and iOS will bring challenges.

Do not mistake that Microsoft Windows Phone's main purpose is to make some licensing fees. The real motivation is to defend Microsoft's core business: Windows and Office product line. Mobile needs and smart phones have become ubiquitous. Microsoft must have a compelling mobile phone system to prevent more and more users stuck into the Apple and Google ecosystem.

There are reports that sell it to the number of college computer, Apple and Dell. Very nature, a person already has the iPhone, he will be more inclined to buy a Mac. A frequently used Gmail and the Google Android mobile phone services, as well as, more willing to abandon Outlook, Word, Excel and PowerPoint, use Google alternatives based on the clouds.

The vast majority of revenue from the Microsoft Windows system and Office software licensing fees. The software giant cannot afford the user in this regard to the consequences of Apple and Google. Windows and Office are required to occupy a "cell phone screen" to remain competitive.

Return to the battlefield?

Based on unpublished information before, in the Smartphone race, Windows 7 has the Phone into a powerful competitors of all elements.

First of all, due to the new user interface, as well as with Microsoft online services and products, integration of depth, this is a differentiated products.

Windows 7 UI Phone and interactive mode, is to wide acclaim for Zune HD interface-based design. (In the Android Market with a Zune application in Android Home on Zune HD interface and feel interesting). Finally, we see a different operation modes, and iPhone that became the industry benchmark of icon-based touch-clear operation.

Windows Phone 7 user experience is and Windows Live, Xbox Live, Bing Maps cloud services, Zune content platform, Office and Exchange intimate fusion. Microsoft online services a large number of registered users: 36 million users of Hotmail, Messenger user 2990 million, as well as 230 million registered users of Xbox Live. This will help users to accept Windows Phone.

Second, developers, Microsoft has the experience, has built up a developer ecosystem as well as excellent development tools.

Windows Phone7 application development based on Silverlight UI framework and XNA Game runtime. Both are eager to show their talent in the field of mobile PC/Xbox developer familiar things. Windows Phone7 Beta SDK in the publication of two days after it is downloaded 20 million times. No need to restore from iOS and Android platform snatch developer, Microsoft can take advantage of a large number of faithful .NET and XNA programmers, will they build into a team of developers.

Developer gains in Microsoft's schedule is priority. Windows Phone Marketplace avoids its competitive platforms some flaws, the commitment will have a predictable, transparent review process, reduce the platform to provide localized languages split, demo mode, beta test, as well as in Windows Marketplace active content on the promotional tools.

Third, the Windows Phone Marketplace allows operation of the Shang dynasty, operators will be more willing to promote Microsoft products, Windows Phone handset will also get the high subsidies. These budget on platform success will play a key role. Windows Marketplace is already supported in the old Windows Mobile platforms operating in the Shang dynasty, this experience will help

Help Microsoft in growing operators who quickly realize carrier fees. What is certain is that Microsoft will take a flexible approach will be 30% of sales revenues for operators. Therefore, there is no doubt that the United Kingdom's largest carrier in Windows Phone7 was released, you'll shop goods.

The above benefits, plus mature brand, as well as 50 million marketing budget (Windows Mobile promotion costs 5 times), will enable Windows Phone 7 Smartphone war to become a good player. Already have a large number of experienced mobile phone manufacturers such as Samsung, LG, HTC and as well as PC manufacturer Dell and ASUS have announced that Windows 7 Phone support.

The key to winning? Windows Phone success ultimately depends on Microsoft's ability to realize their own commitments. Microsoft needs to provide a robust product experience, operators and developers to demonstrate the potential of the platform, as well as profitability through the issuance of subsequent platform versions maintain momentum. Without these, Windows Phone7 just a cheque.

Windows Phone success for mobile industry mean?

Over the past few years, the mobile phone industry has undergone drastic changes. In this market, the only constant is change itself, Windows Phone success for the mobile phone industry mean?

HTC, Samsung, LG, Dell, ASUS, Toshiba Windows Phone handset hardware parameters, reveals these prototype between surprisingly similar. They are based on Qualcomm's Snapdragon chip. Except that the industrial design, memory size, whether physical keyboard and FM radio. In the Smartphone arena, we have entered a class PC era, the industry in the hardware configuration on more convergence? we will see the mobile phone field "Wincomm" Union, just as the PC industry's "Wintel" Union? value chain evolutionary theory tells us that this is not a question of "If", but rather a question of "when". Windows Phone 7 seems like a natural catalyst, will make this situation better than some companies want earlier.

For low-cost "manufacturers", such as Dell, Acer and ASUS are lack of prominent software manufacturing capacity and experience of the company, this is excellent news. On the Windows Phone system and with the support of Qualcomm hardware, these companies will be able to quickly copy your own PC business model, brand and experience in low-cost thin operating on prosperity and development. To do this, they just need to focus on Microsoft's system manufacturing hardware platform, while leveraging and Qualcomm chips ahead of fusion, bring products to market quickly. Microsoft Windows Mobile for sure from the mistakes. This strategy close to PC mode: give the ODM accurate configuration requirements, instruct them what hardware platform. This written request from the screen size to the size of memory, and then to the control button on the device.

For low-cost "manufacturers", Android proved difficult products. Dell Aero is one example, there are already more than the latest Android low four versions. Use Windows Phone system will effectively reduce the software to enter the threshold. To authorize the charges to Microsoft may be a better way than to manufacture and sell out of bad product.

On the other hand, for high-cost brand companies such as Motorola and Sony Ericsson, which is frustrating. These OEM in protecting their business from low-cost Assembly of competition which do not have too many opportunities. Even if they use Windows Phone system also does not help, because Microsoft has decided to acquire control of the platform, which will make it difficult to appear between the OEM differentiation.

Low-cost entry into the "manufacturer", will enable smart phones the number of products that will accelerate growth in today's market leader for Apple and Google brings pressure. Apple seems to be accounted for in the medium term. But we will see that it's vertical product value chain in the evolution of the next step procedure to not become burdens? the next phase, the commercial product flexibility and personalization needs more modular programmes.

Google will soon face challenges. Android is identifiability has become a brand, it hides in carriers and handset manufacturer's brand after (for example: Droid and Sense). If Android market are two consumer groups squeezing? a sense of taste is strong consumer groups; the other is a mainstream consumer groups, they prefer the brand in a familiar Windows look for comfort. We will see growth slowing, Android in non-technology high human users to struggle?

Which mobile phone operators mean? Windows Phone success will make mobile ecosystem for mobile phone manufacturers in occupies more important position, enhance their control of the user experience. Users and operators will increase the distance between, we'll see more of the operators assume the role of the "channel", the content in the application of the profitability and content sales win a share.

Smart phone market balance will tilt

If successful, Windo

Ws 7 will speed up the mobile Phone industry in the profound change. The PC business models to market, increase the operators and users.

Microsoft and low-cost PC assembler will serve as the primary beneficiaries, promoting smart phone price decline. High cost brand OEM will have no choice to find new ways for operators to increase profits. This will be from Apple and RIM in more critical market and run.

Apple and Google will not let Microsoft's day better. Google's front line positions will attack, and eventually had to devote more attention to the operator and developer of interests.

In the future, mobile field events are still full of fun.

Do you think the future will be Windows Phone? King or vilified?