Windows Phone managed to attract more than two dozen new hardware partners. A move that many argued Microsoft was going to need to make if they wanted to get back into the heart of the mobile game. Particularly, for Microsoft, who wanted to be a major part of the smartphone game once again?
The tipping point for Microsoft in getting additional companies on board was Microsoft’s decision to drop licensing fees associated with their OS, for smaller devices. To smaller companies that produce hardware, and smartphones, even tablets – this made Windows a much more attractive solution. Suddenly, there were no longer massive fees and payments associated with using the operating system, and it really could become the operating system for affordable devices.
Altogether there are nearly 50 new partners that have joined forces with Microsoft, and Windows Phones, in an effort to boost productivity of Windows Phones, and nearly 30 of these manufacturers are making smartphones. It’s important to point out that not all of these brands have a global presence, but their presence in smaller, and local markets – like markets within Philippines and India – could have a better impact than those massive companies whose reach is often felt globally whether anyone wants their reach to be felt globally, or not.
That’s why Dan Dery, the vice president of Alcatel, explaining that this move makes a lot of sense rings so true to customers. Many customers are looking for value. They’re looking for the most functionality, for the least amount of money possible. And, what we’re talking about there is a balance. The balance has to be struck between phone makers and software. Obviously, it’s a give and take. Though, it is a very promising move for a company that could benefit greatly from getting into the entry-level portion of the game – and put less focus on the flagship level.
“We’re not interested in high-end devices – so Windows Phone producing a very, very good consumer experience at the entry level,” He said to The Guardian in an interview.
Right now as it stands, no one would compare a flagship Windows Phone, to an Android phone or iPhone, so this focus on lower-end devices seems to fit the needs of the company more now, at least in the interim, while consumers regain their faith in the company – which won’t happen overnight.