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Can Microsoft Make a Difference in the Smartphone Industry?

Posted by Caroline Le Brun | February 28, 2014 8:00 AM

Microsoft bought Nokia for $7.2 billion USD

The mobile phone industry never stops evolving. It also never stops bringing new players into the field. In 2010, to compete with its biggest rivals, Apple and Google, Microsoft launched a (then-)new smartphone, the Windows Phone. In September 2013, it went further with its initiative, purchasing Nokia’s mobile phone business for $7.2 billion USD to establish itself as the third alternative in the smartphone industry.

Windows Phone use Nokia Lumia Style

First, convince people….

To be part of the smartphone industry, a company requires strong consumer support. With iPhone and Samsung already kings of the mobile market, Microsoft/Nokia must expend a lot of effort to attract converts.

The key action for this new entity to take is to create an original strategy. With its Windows Phone, Microsoft had the good sense to partner with the entertainment industry to promote the item. The Windows Phone appeared in TV shows such as the popular Gossip Girl; more recently it turned up in the well-rated TV comedy The Mindy project and tv drama Scandal. Using celebrities and hype to enhance the buzz about your products is one of the best ways to appeal to potential customers. But is it enough?

Reach out to them...

To become a gamechanger, Microsoft needs new direction. Tony Cripps, Ovulm principal analyst, said, "Nokia phones sell well in developing markets [….] no one else is dominating the developing markets. At some point, in the next 20 years, billions more people will get online. There is a lot of headroom to change in developing markets, so preparing for that and having a presence early on is a good move." Obviously, in acquiring Nokia, Microsoft would have a monopoly and real advantage over their rivals in developing countries in the near future.

But for now, Microsoft should concentrate on enhancing its offering, first by making it more available to the public by having more carriers support the Nokia Lumia phones (which run on Windows Mobile OS). For instance, in Canada, Microsoft could consider having some preferential partnerships with recent entrants into the carrier business (who are smaller entities than the established telecom giants) as a means of adding market share. Microsoft could further enhance its phone with new applications and services that appeal to a broader market rather than servicing a narrow field of users.

And business will follow…

Most of the time, the popularity of a given item rises because of a good marketing campaign. However, no amount of quality advertising will save a mediocre product. At a time where mobility is everything for consumers both outside and inside a corporation, platform compatibility is a major issue. Good products would have to address this issue, and do it well. 

Microsoft could win over the hearts and minds of the public and industry through its efforts to combine hardware, software, and services in its offerings. Fortunately for Microsoft, their embracing of HTML5 resolves this issue easily. Also to Microsoft’s advantage is the fact that they use Windows Azure - a cloud computing platform - to develop applications. Windows Azure is compatible with Android and iOS, allowing reach to every platform. So there is a chance for the new Nokia Lumia by Microsoft to surpass expectations by creating new experiences for the customers on the mobile cloud.

Cimpl  - the best asset management software - was built on the HTML5 platform and is accessible on Windows Phone and Lumia. Managing mobile devices and expenses without any delay or discrepancy has never been easier. This all-in-one system allows you to connect all your IT and telecom assets and services in order to clarify data and Take Back Control. With Cimpl, mobile device management (MDM) is simple.

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Topics: Mobile Devices, Smartphones, MDM

Written by Caroline Le Brun

As a 16-year marketing veteran, Caroline’s experience extends across multiple industries. Since she joined Cimpl, her successful marketing campaigns have increased the company’s online and community presence, in addition to Cimpl’s footprint and appearances in new or traditional media (such as the Globe and Mail). Caroline is a specialist in communication and social media. She works closely with analysts to keep track of and adapt to the trends and changes in the industry of IT: Technology Expense management, IT cost optimization, Technology trends. Her leadership conducts Cimpl’s marketing team toward ever greater achievements. Caroline is also an exemplary citizen. Outside of work, she is involved in TEMIA, the Dorval Day Camp, and other community organizations. She has a Bachelor’s degree in Commerce from Concordia University and a Master Certificate in Integrated online Strategies from the University of San Francisco Intensive Development program.

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