Back in February 2010, Microsoft announced their latest foray into the burgeoning smartphone market, Windows Phone 7 – or WP7. In a market that was being defined by two of its biggest competitors – Apple and Google, it was glaring how late Microsoft was in bringing a competitive device to market.
Yes, late. They weren’t absent.
WP7 is not Microsoft’s first attempt at the smartphone market. Even before the iPhone was a concept, the Redmond company has been making software for smartphones – Windows Mobile. For those who are old enough to remember, and geeky enough to own or try one, you’ll probably agree with me that Windows Mobile was a great platform… at that time. It ran on well-built good looking devices that had color screens. Users could run pocket versions of Outlook, Word, and Excel. Heck, there were even a few programs you could run on them. Y’know, apps. And yes, some of these had phone features. Aside from Palm and RIM, there didn’t seem to be any other players in that market.
Unfortunately, both Microsoft, Palm and RIM sat on their laurels. By the time they realized that the market had moved, their wares were as relevant as the mimeograph today.
So, what does Microsoft bring to the smartphone wars?
At first, I wanted to do a review of the Samsung Focus loaded with the latest update of WP7 – Mango. (Again, thanks to Rogers Wireless for providing me with a test unit.) I had written a few words but I didn’t see the value of another WP7 smartphone review. There are tons out there. I figured it would make more sense to highlight the merits of WP7 and why it is important in the current smartphone market landscape.
Let’s be clear. WP7 back in 2010, as a version 1.0 product, was not bad. Yes, it had a lot of shortcomings compared to iOS 4 and Android 2.x, but it put a lot on the table that it could not be simply ignored.
Off the bat, the Metro interface heralded to the world that another interface style was possible. WP7 didn’t copy the icon-based interfaces of Apple, Google, RIM, and other players in the smartphone market. It’s tile-based interface was simple, clever, informative, and very responsive. I liked it a lot. It had class!
WP7 also integrated well with other Microsoft products. It’s ready integration to MS Office, XBox Live, and Microsoft Live made it a modern connectivity device for both work and play.
WP7 phones also made it standard to have a dedicated hardware camera shutter button that could launch the camera app from its lock screen. Finally, people could use their phone as cameras without having to fiddle with unlocking it and launching the camera app.
Could it be that Microsoft actually understands what it takes to be successful in the smartphone market? Perhaps. It seems to understand enough that it knows that it doesn’t know everything. Knowing this, they partnered with Nokia – another ‘legacy’ smartphone player who’ve lost their way – to push WP7 to the world. With Microsoft bringing the software, cloud services, and integration, and Nokia bringing hardware design, manufacturing, and distribution, suddenly WP7 becomes a pretty well rounded platform.
Sure, WP7 has several disadvantages – being late in the game, not enough app developer support, not enough carrier interest, and not enough end customer recognition and knowledge. Individually, each are difficult to address. Collectively, these are fatal. However, between Microsoft and Nokia, it’s possible that they have the wits and muscle to overcome these.
I’m hopeful this partnership will rise to the occasion of challenging the market leaders. Choice is always good for the consumer. Even better is innovation driven by competition. I believe that with Microsoft, Apple and Google in the arena, consumers will benefit from devices, technologies and services that will truly improve their lives. With these three players vying for your attention, money and loyalty, affordable ubiquitous computing becomes one step closer to reality. I believe this is the true value of WP7 now. It adds to the fuel of the current smartphone wars.
Would I recommend a WP7 to a friend or family member? Probably not. It’s still too early in its life to be hassle-free and universally supportable. Also, there’s the question of apps. There is simply not enough quality apps yet.
So where does this leave us?
Writing off Microsoft is reckless. Do so at your peril. For all of its faults, it cannot be said that they are quitters. If you look at its history, Microsoft has built its successful products on the corpses of their failures. This Borg-like attitude towards market dominance has allowed Microsoft to be embedded in many aspects of today’s technology. WP7 benefits from this. All the experience behind Windows Mobile, Danger, and the aborted Kin phones make WP7 more than a viable platform. It has all the ingredients to make it successful. Now, it’s up to the Redmond-folk to bake it properly.
