Microsoft is Probably Dying as a Mobile Consumer Company

Source: Microsoft

If you’re a fan of Microsoft, it’s probably time to jump ship. The company doesn’t seem to have a broad interest in its own mobile platform and moves lately suggest the consumer market is becoming less relevant as time goes by.

Just recently, Joe Belfiore from Microsoft made it clear that his company is no longer developing for Windows 10 Mobile, and he also went on to explain why this essential operating system failed to take off “bigly.”

If we look at the state of Windows 10 Mobile, the software giant has yet to release a new smartphone in quite a while. In fact, CEO of Microsoft, Satya Nadella, has abandoned his “Mobile First, Cloud First” strategy. That is probably because the company has ruined its mobile plans, and there’s no easy way ahead.

Source: Microsoft

The smartphone market belongs to Google and Apple

Looking at the current state of mobile, it’s clear Android and iOS are the most used mobile platforms. This should be viewed as an embarrassment for Microsoft because the company had invested a lot in mobile long before the iPhone and Android devices came on the market.

The problem is, the folks at Microsoft, at the time, lacked vision. Former CEO, Steve Ballmer, laughed at the original iPhone when it was just announced. He mocked the device, but years later Ballmer found himself in a situation where he was trying to mimic Apple’s success.

There’s no easy way to mimic another company’s success if you’re not willing to go all in. Both Google and Apple have placed a lot of trust and support into their respective mobile platforms. Microsoft on the other hand, well, the company has created several apps for iOS and Android, and many of them never made it to Windows 10 Mobile.

With Apple and Google controlling the narrative, it’s quite tricky for Microsoft to succeed here.

Without a mobile plan, what should fans expect?

If Microsoft doesn’t find a way to revive Windows on a mobile device, then many of its services will likely fall by the wayside. The company recently announced the death of Groove Music, a Microsoft music streaming platform similar to Spotify.

To replace the now-defunct service, the software giant has partnered with Spotify, so expect a lot of tight Windows 10 integration from this music app in the future.

With Groove Music gone, one has to wonder how long before Cortana, Bing Maps, Outlook, and Edge, get the boot. These apps and services need a mobile platform to survive. It’s easy to say that they are available for Android and iOS. That’s true, but bear in mind both iOS and Android have similar apps and services that are tightly integrated, which means, they’ll deliver a better experience.

With Windows on mobile, the Microsoft apps and services would integrate deeply with the operating system, giving an experience second to none.

It’s not all bad news

There are rumors claiming Microsoft is working on a new version of Windows known as “Andromeda OS” and “Windows Core.” Apparently, the software giant is aiming to create an operating system that can scale on any device without a whole lot of work.

Basically, the same Windows on the desktop would be the same on a mobile screen. It’s a good plan, but if true, it’s going to be difficult to put into motion.