Microsoft made a soft exit from the phone segment sometimes ago, and hint was clear when Nokia assets where being written off. However, speaking in an interview, Microsoft CEO Satya Nadella, reiterated on his point about the wait of Paradigm Shift.
The company seems to be working on an ultimate mobile device, but it’s not going to be something around how the current market is. The company instead wants to get into this segment again, when it will be able differentiate itself.
IMO, Mobile is very general term. It may not refer to phone all the time, and this is where all the confusion is. It seems Microsoft is looking for a Mobile Form Factor which will be different from everything else. Sounds Futurist, well yes.
This is what he said to Australian Financial Review:
“We will continue to be in the phone market not as defined by today’s market leaders, but by what it is that we can uniquely do in what is the most ultimate mobile device,” he said.
“Therefore [with Nokia assets], we stopped doing things that were me-too and started doing things, even if they are today very sub-scale, to be very focused on a specific set of customers who need a specific set of capabilities that are differentiated and that we can do a good job of.”
“We don’t want to be driven by just envy of what others have, the question is, what can we bring? That’s where I look at any device form factor or any technology, even AI,” he said.
The only differentiating factor that Windows 10 Mobile has to offer right now is Continuum, which itself is not well done, and looks like more of a concept. Yesterday we shared that Microsoft is planning to make it possible to run x86 apps or the EXE files and will be part of next year update. This with Continuum will make more sense to deliver a complete PC experience from the phone which nobody does right now.
What Microsoft intends to do with ‘Mobile’ is what they did with Surface. A form factor which was questioned during launch, is a major success in the Market. Microsoft is looking for similar success with a form factor which could be seamless, can adopt to any screen, can be so portable that may be small set of users would like it, and then it grows big.