Microsoft Corporation deeply craves a turnaround in the smartphone market. According to comments from analysts, fans and rumor mongers alike, the firm’s cellphone salvation lies with its incoming Surface Phone. Microsoft is yet to confirm any talks about a smartphone joining its Surface lineup. However, there are more than a few hints that suggest a Surface Phone is on its way. Here is a look at the best 5 reasons that support the Microsoft Surface Phone rumors.
The obvious failure of Windows Mobile
My oh my. The Windows operating system is without a doubt widespread and widely loved, if not just widely tolerated. It is sad, however, that we can make a lengthy list of Windows achievements but draw a blank when it comes to smartphones projects.
The Windows OS holds very little favor when it translates to mobile phones. That’s not due to a lack of trying though. Microsoft pulls out all the stops in an attempt to bolster the presents of its Windows-powered smartphones. The company bought the Lumia business off Nokia 3 years ago, but even that proved fruitless.
In truth, by the time the U.S. tech firm decided to get serious with being a distinct mobile OS, consumers had already picked their two favorites. That alone came with its own set of troubles. A poor user base meant no interest came from app developers. They tend to go where the money and exposure is. With less than 1 percent of the global smartphone market, that clearly isn’t Windows Mobile or the Lumias.
The assumption that the Lumia handsets are now done for is not far-fetched. The last time Microsoft pushed out a smartphone was in 2015. That, and the fact that the Lumia purchase was actually declared a write-off, suggests that something bigger and better is being developed.
Surface Phone – That “ultimate mobile device” comment
It is not all speculation from the outside though. Microsoft can take partial blame for fueling Surface Phone rumors too. The company’s CEO Satya Nadella admits that something massive is brewing in its smartphone department. According to him, whatever is coming next will be the “ultimate” gadget.
Microsoft adopted a brand new approach to what its hardware should offer. The American tech giant is done competing with other hardware giants, according to Nadella. This is evident in the existing Surface lineup too. It crams innovative features unlike those of MSFT rivals.
From hereon out, the firm refuses to produce a product just to be competitive. Microsoft will always look for that additional, unique edge it can bring and not rubberneck just to stay relevant.
“We will continue to be in the phone market,” Nadella assured. “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. We don’t want to be driven buy just envy of what others have. What can we bring? That’s where I look at any device form factor or any technology, even AI.”
Confirmed ambitions of a Phone that is a good as a PC.
Nadella confirms ambitions to create a mobile phone which is just as good as a PC. The company is all set to do this too.
There are a few trends that the PC market has seen throughout its commercial history. These include miniaturization, increasing processing power, and lower costs due to innovation. The Surface form factor, along with talks about the Surface Phone, have left analysts and consumers looking forward to revolutionary device. Fans expect the Surface Phone to house desktop-like processing power and convenience, all crammed into a smartphone format for maximum portability.
Naturally, the device is bound to be a Windows phone. It should offer the latest and most innovative use of the Windows 10 Mobile operating system. The Elite x3 from HP is thought to be a massive hint at where Microsoft plans to take its next handset. HP’s device is a Windows phone, too, and comes as a near-perfect example of a smartphone with a PC-like capacity. Devices produced by MSFT’s leading partners paint a good idea of Satya Nadella’s mobile ambitions
The confusion with Nokia’s return
Three Nokia gadget were released at Barcelona’s Mobile World Congress this year. They were the Nokia 6, Nokia 5 and Nokia 3, ranging respectively from flagship to entry range. “In the coming years we believe we are going to be one of the top players in the smartphone market globally,” says the CEO of HMD Global, Arto Nummela. He was speaking to CNBC right before the launch.
It should come as no surprise then that the revamped Nokia handsets no longer run Windows. Giving into to industry pressures, the devices have a much greater chance of scoring appeal as Android phones.
But the Android market is fiercely competitive with Chinese players such as Oppo and Vivo aggressively expanding and offering low-cost devices and a Huawei growing at a rapid pace. Nummela said Nokia’s strong brand will help it win.
“There hasn’t been Nokia smartphone in the market for a while, still it’s one of the top preferences. And now when we combine Android, finally in Nokia, there is going to be an explosion in demand.”
Lumia phones are now out of the question with Nokia’s return to the smartphone space. The devices were famously part of the Nokia brand before moving to Microsoft. It might seem minor, but there is bound to be a little confusion with the Finnish handset maker back in the picture.
The appeal of the Surface line-up
The popular Surface line-up was met with ridicule and skepticism when it first landed on the market. Hybrid gadgets were mostly considered to be a waste of time back then. What many people didn’t understand was that Microsoft effectively used the same innovative approach that Apple used to put the iPad, and subsequently tablets, on the map. The maker of Windows OS was unrelenting in pushing out products that bridged the gap between separate, conventional and seemingly unrelated devices. And boy did this pay off.
Fast forward to the present day, and the unique, 2-in-1 product range can be seen thriving in numerous tech segments. Most of these markets had been subjected to repetitive innovations time and time again. This made the unique and uninfluenced format of the Surface range a breath of fresh air.
“Three years ago, the 2-in1 as a form factor was questioned,” Nadella tells the Australian Financial Review. The CEO recalled the backlash and caution the firm got from both MSFT rivals and aides “Does anybody need one? And now guess what? Even our competition has decided that it’s not a refrigerator and a toaster but it’s actually a 2-in1.”
Adding a Surface Phone to the already alluring product range would be a great push for the company. Considering the hype surround the gadgets, a Surface Phone will not go unappreciated. It looks like Microsoft Corporation has no choice but to turn to its leading product line to save its smartphone business.