Microsoft is apparently gearing up to launch a Surface branded phone running Windows 10 Mobile. But is it too late?
Microsoft’s Windows 10 Mobile currently owns around 1% of the total mobile space. The rest is dominated by Android and iOS. To be sure, in mobile there are two platforms: Apple’s and Google’s and NO ONE else gets a look in despite concerted efforts from both Microsoft and BlackBerry.
Microsoft has tried and failed to capture market share over the years, running initiative after acquisition after initiative but has so far failed to make a dent. And that’s Microsoft — one of the biggest tech companies on the planet. If it can’t make something stick, it’s no wonder BlackBerry 10 failed as well.
This is why BlackBerry started using Android. It is also why the newly founded Nokia will use Android. But Microsoft is still up for having a crack at the mobile space with Windows 10 Mobile. Results of Microsoft’s Windows 10 Mobile campaign, so far, have been pretty dire. The company’s Lumia 950 handsets died on arrival.
But so too did the original Surface tablets, and look at them now — they’re doing very well, indeed. And this is what Microsoft is holding our for in the mobile space. It is also why Microsoft is now limbering up to release a Surface phone, according to reports. It wants to use that brand, which is now successful, to buy it some credence in the mobile space.
Reports suggest Microsoft originally intended to do this WAY back in 2012, but instead opted to acquire Nokia instead, a move that didn’t exactly go entirely to plan. Now, four years later, Microsoft is ready to give the Surface phone another go. But is it too late? Will people switch from Android and iOS to Windows 10 Mobile for their phone-based needs?
A leaked image of the proposed Surface Phone has appeared on Baidu and the source, according to reports, has a relatively strong history of producing solid leaks. The handset looks pretty nice too, far more appealing than Microsoft’s current flagships, the Lumia 950 and Lumia 950 XL.
The specs sound pretty decent too: “the photo shows a Surface Phone with a nifty keyboard cover that appears similar in functionality to the Touch Cover line of accessories Microsoft created for its surface tablets,” reports BGR.
“The post also stated that the phone will have a 5.7-inch touchscreen display with 2K resolution, a 20-megapixel rear camera with a Carl Zeiss lens, and a Snapdragon 830 processor.”
Windows 10 Mobile is also a very compelling solution too. All that’s required is some decent hardware. I for one am very excited about the prospect of a Surface Phone. It is arguably the only way Microsoft can get the message across about Windows 10 Mobile to the masses. I guess now it’s just a case of whether or not the masses are ready and willing to accept a Microsoft Surface Phone.
Reports are now suggesting we’ll have to wait until 2017 to see this alleged Surface Phone. Why the delay? I have no idea. Perhaps Microsoft is waiting to see what Apple does with its iPhone 7. Another point: an earlier release might not make much difference; Microsoft’s presence in the mobile space isn’t particularly strong.
Another, more interesting prospective, is that Microsoft is working on a few new USPs — things like deeper Cortana integration, some UX changes and perhaps even some hardware-based innovation. There is talk of the handset featuring a QWERTY keyboard and a kickstand just like Microsoft’s Surface line of tablets.
Obviously, ALL of this is hearsay at present. But given the lay of the land — zero big players have adopted or indicated they would consider adopting Windows 10 Mobile — it makes sense for Microsoft to develop its own hardware and show potential hardware partners just what’s possible with Windows 10 Mobile. This is what Apple does and, if done right, can yield massive profits in the long run.
