Microsoft Corporation must build a Surface Phone to complete its Surface family of products. The firm’s Surface Pro line of tablets got smashing reviews, the Surface Book is selling faster that the firm can build it, and the Surface Studio and Surface Dial are Sui Generis for PCs. The firm however has not shown us a smartphone that could live up to the hype of other products in the Surface family.
Last week, Nadella provided some insight into his plans for the Surface Phone when he spilled the beans about the firm’s device strategy. However, Nadella’s words on device strategy doesn’t mean much because he was very careful with his choice of words. Hence, it wasn’t surprising that shareholders decided to put him on the spot by asking pointed questions on his mobile strategy. This post draws insight from Microsoft’s annual shareholder meeting.
Nadella won’t abandon the windows phone
A devoted Windows fan that lay claims to using Microsoft Windows phone for as much as 18 hours a day asked for clarity on the firm’s plan for its smartphones. In his words, “Can you calm me down … and tell me what your vision is for mobile?” because there are rumors that the firm is “stepping away from mobile.”
Nadella replied that the firm is still very much in the mobile market but that it wants to build a device that is uniquely different from the current devices in the market. Last week, Nadella revealed that the rumored Surface will the “Ultimate” smartphone. Nadella maintained the sentiments again, noting that the Surface Phone can set itself apart in terms of security, manageability, and Continuum Mode.
In his words, “we think about mobility broadly. In other words, we think about the mobility of the human being across all of the devices, not just the mobility of a single device… That said, we’re not stepping away or back from our focus on our mobile devices… What we are going to do is focus that effort on places where we have differentiation… So we’re going to double-down on those points of differentiation.”
Here’s why Microsoft apps are thriving on iOS and Android
Shareholder Dana Vance also asked the question that many Windows lovers would love to ask on why some Microsoft mobile software tends to debut on iOS and Android ahead of Windows mobile OS. She used the Microsoft Pix app as an example – the Pix app is currently on iOS and Android but not on Windows Phone – a move that feeds further the fears that Microsoft will abandon its mobile push.
However, Nadella was quick to put the fears to rest in explaining why some Windows app appears to have a much bigger footprint on the IOS and Android platforms. In his words, “When we control things silicon-up, that’s how we will integrate those experiences…making applications available on Android and iOS and other platforms… is needed in order for Microsoft to help you as a user get the most out of our innovation.”