There comes a defining moment in the life of the company. Microsoft had one last year when it decided to shut the mobile business and retire all Windows 10 mobiles by next year. It is understood that the best bet for Microsoft is to invest in iOS and Android platforms to remain relevant in the mobile technology business.
However, to suggest that the realization came early last year could be a sheer misinterpretation of Microsoft intentions, which started investing in other mobile platforms much before shutting Windows 10 mobiles. And it was evident in the frustration of the Microsoft mobile fans, who realized that the software giant is prioritizing other platforms on its own. The message was loud and clear, “there is a writing on the wall.”
Mobile is the future and Microsoft need not be reminded of it. Therefore, Microsoft had little choice but to make all its mobile apps available to the Google Play and iOS Store. However, if it is not a smart move, it’s not Microsoft for sure, the industry knows.
There are three different aspects of Microsoft strategy that shall ensure that Microsoft remains a dominant player in the mobile technology industry.
The Eyes are in the Whole Pie
Microsoft, on its own, couldn’t cover enough market. But investing in Android and iOS would allow Microsoft an access to almost every user, 99% of the total at least. The entire picture gets much clearer by looking at the numbers. There are 59.4% users using Android in the US, while 39.8% are on iOS. Similarly, going by the mobile sales data in the EU region, a mammoth 75.1% people use Android, and only 23.9% are using iOS.
Now, this sets the great goal for Microsoft to reach out to the complete user base. It may not make sense that Microsoft is enriching the platforms of the other companies but in long run, this could pour cash in for the Microsoft.
Big Base, Bigger Bucks
Microsoft appears to absolutely bang on in its analysis. 99% mobile users go to Android and iOS for their solutions, be it individual or businesses. And Microsoft has a pool of enterprise products and apps to make money. While, with free apps, the company can expand their base, paid apps can enlarge company’s coffers.
No matter how far the mobile technology goes, desktops and laptops are not going to be irrelevant any sooner. Microsoft can leverage from the fact that enriching Android and iOS would actually enlarge its own income base.
Apps and their Ecosystem
There could be many reasons why Windows mobiles failed. Having said that, the leading one was the lack of support from the developers’ community. It may, in the first instance, appear that way too many mobile apps may not be a good idea. Nonetheless, more apps mean healthy ecosystem, and healthy ecosystem means more consumers.
All that Microsoft requires is to build superior mobile applications for individuals and businesses. It is more likely that users would choose branded apps compared to third-party apps.
A Compact Understanding
It would leave everyone surprised if Microsoft hasn’t read the data, which suggests that the mobile users spent almost $17B on mobile apps on Android and iOS in one single quarter. This should be the biggest plus for Microsoft, which may have free apps on Android and iOS platforms. The users’ willingness to spend on the mobile app could be a single motivating factor for Microsoft to introduce their apps in two versions, free as well as paid.
After all, money speaks and Microsoft knows it better than many others. Improving sales by using Google’s and Apple’s platform may prove to be a game-changer for Microsoft.