Nilanjan
Microsoft’s decision to end Windows Phone has been widely criticized, even by their CEO, Satya Nadella, who called it a “strategic mistake.” Now, a former head of Windows Phone Developer Experience, Brandon Watson, sheds light on the reasons behind this pivotal decision.
According to Watson, Microsoft struggled to convince carriers to promote their phones. To tackle this, Microsoft acquired Nokia, but it didn’t solve the problem. Salespeople were more interested in pushing iPhones, leading to poor in-store sales for Windows Phones.
The Nokia brand, once a mobile giant, had already faded away, partly due to Microsoft’s actions. When Microsoft’s license to use the Nokia name expired, it marked another blow for the smartphone industry. Around the same time, Microsoft pulled the plug on its Windows Phone operating system, sealing its fate.
Windows Phone declined because it struggled to get carrier support, the Nokia brand lost its appeal, and iOS devices became super popular. So, Microsoft had to shut down Windows Phone.
Why Microsoft Created Windows Phone?
When Microsoft first ventured into the mobile market, they aimed to compete with iOS and Android, which were already gaining popularity. Back then, BlackBerry OS, WebOS, and Samsung’s Bada were also in the mix.
In this competitive smartphone landscape, Microsoft decided to take a fresh approach with Windows Phone. The unique design featured tiles instead of icons, with dynamic live tiles that changed colors and even transformed into images. While some found it less intricate than other platforms, it brought a fresh look to the mobile experience.
However, the primary goal of Windows Phone was to seamlessly connect with Microsoft’s dominant Windows PC ecosystem. This sounded promising, but it didn’t pan out as expected. Microsoft’s approach seemed influenced by Apple’s success, trying to build a loyal customer base like Apple’s. Microsoft, with its PC market dominance, may have assumed a similar path would work for them.
In hindsight, Microsoft’s attempt to replicate Apple’s success might have been their downfall in the mobile arena. They learned that in the world of smartphones, a different strategy was needed.
The Reasons Behind the Failure of Windows Phone:
Microsoft’s Windows Phone faced a series of challenges that contributed to its ultimate failure. One key issue was the restrictions imposed on manufacturers. Microsoft partnered with five manufacturers and placed strict guidelines on the devices they could produce. These limitations stifled creativity, resulting in phones that were quite similar in terms of software, with only variations in casing design. This made it difficult for Windows Phone to stand out in a market where diversity and innovation were valued.
In contrast, Google and Apple were deeply entrenched in the mobile industry, making it tough for Microsoft to compete on an equal footing. Consumers gravitated toward Apple and Google devices due to their established presence and appeal.
Another major setback was the lack of developer support. With fewer users, Windows phones didn’t attract as many app developers as Android and iOS did. This shortage of apps further deterred consumers from adopting Windows Phone.
Microsoft’s attempt to control the entire ecosystem, akin to Apple, didn’t work out as planned. While Apple could maintain a closed ecosystem as a single company, Microsoft’s approach involving multiple manufacturers proved unfeasible. Their misjudgement of the mobile market, despite their success in the PC market, ultimately led to the downfall of Windows Phone.
The Unfortunate End of Nokia: A Consequence of the Windows Phone Saga
When Microsoft realized that Windows Phone wouldn’t survive in the competitive market, they loosened their restrictions, but it was too little, too late. Windows Phone struggled to capture even 2% of the global market share, prompting Microsoft to seek a new strategy.
Microsoft’s new plan was ambitious—to become the “second Apple” by manufacturing their own phones. However, they faced a major hurdle: they lacked a production line and strategic partners to make this vision a reality. This led to what’s now known as the “Nokia saga.”
To execute this plan, Microsoft placed their own manager, Stephen Elop, at the helm of Nokia’s leadership. They then proceeded to acquire Nokia’s mobile division. However, before the acquisition, they needed to devalue the company, a process described in the article “Nokia is dying again.”
The attempt to establish Microsoft as a major hardware player, like Apple, ended up having unintended consequences for Nokia. The Windows Phone journey not only led to the demise of the platform but also played a significant role in the decline of the once-mighty Nokia brand.
The Final Chapter of Windows Phone
Microsoft’s purchase of Nokia was a dream come true – their own phones, their own operating system, seamlessly integrated with Windows desktops. However, the dream didn’t match reality.
Despite their efforts, the market showed little interest, with Windows Phone struggling to even reach a 3% market share. While some at Microsoft likely recognized their missteps, the company’s leadership was too proud to admit their mistakes. As a result, the enthusiasm of Microsoft’s developers waned, and the once-praised operating system began to lose its appeal. Delays in software updates and patches further eroded consumer interest. In 2016, Microsoft made the painful decision to permanently end the Windows Phone project.
Can Windows Phone Make a Comeback?
The odds of Windows Phone making a surprising return are slim to none, especially considering recent events. Microsoft’s decision to drop support for the first-generation Surface Duo after just two Android updates signals their move away from the mobile market.
An interesting poll on the r/Windows subreddit asked users if they’d like Microsoft to resurrect Windows Phone. Surprisingly, out of 1,936 votes, only 895 people expressed interest in a comeback.
Given these circumstances, the revival of Windows Phone seems highly unlikely.
