tablets at the event yesterday (hint, not much), and now it is time for the smartphones. And this time the outlook is even bleaker. While the event will be an avenue for everyone that is anyone to show off their latest and upcoming cellular creations, it appears that almost none of them will be powered by Windows Phone. In fact, it would be close to a miracle if you manage to spot one.
S Is For Strategy
Microsoft has a rather odd strategy this time out for the event. Even though the company has scheduled a press event for Sunday in Barcelona, the company only plans to share some general pointers and details on the future of its flagship mobile operating system. Meaning, little to no chance of the company offering a glimpse of Windows Phone 8.1. Redmond has eyes set on BUILD 2014, and information on new handsets powered by the upcoming mobile OS will only start to float up close to the April event. An odd little line of attack, but then again, you rarely see Google and Apple making appearances at MWC either, so there’s that.
Where Is Nokia?
And what have you done with it? The real surprising bit here is the fact that Nokia too has no visible plans of bringing new handsets at MWC. The Finnish company just launched the Lumia Icon for Verizon last week, and now seems to be occupied with its first Android handset, the Nokia X. Truth be told, a lot of this has got to do with Microsoft’s acquisition of Nokia’s devices and services business, in a deal that is expected to be completed in the coming weeks. The Finnish company appears to be going into the Android world alone with its new handset, and looks poised to follow the first model with newer higher end devices later this year. End result? This is not the Nokia of last year, or the year before it. This is what’s left of it after the takeover.
Opportunity Missed
Ultimately, all these factors look to combine to create a rough Mobile World Congress for Microsoft. This is, undoubtedly, the event that gets the biggest amount of eyeballs as the media reports on all that is new and all that will set the trend for the rest of the year. And while other Windows Phone partners will be present at MWC, things are also cold over there. Sure, Microsoft has its own high-profile event coming up in just slightly over a month’s time, but the company should aim for a change of strategy this time next year — there is no point leaving so much space open for competitors at this important an event, this crucial a juncture.
The Windows Phone platform has a lot going for it, at least when it comes to the Lumia line of devices. From optimized performance to streamlined services, the app store is steadily growing, and the handsets can even finally compare with Android and friends in terms of hardware specifications.
But the company just has to make use of any and all opportunities to get its products and services out in the public eye. Double the efforts to double up the market share — missing the biggest parties in favor of hosting smaller ones will only get you this far.
Marching to the beat of one’s own drummer is no recipe for success.]]>
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All Comments
Yeah they should at least be there hyping up the phones that are already out hyping up the fact big changes are coming to Windows Phone. They need to be creating some type of buzz
Exactly, this type of community buzz works just as well (maybe even better) than traditional advertising and marketing.