How Microsoft can reposition Windows Phone

How Microsoft can reposition Windows Phone

Do you own a windows phone? We'll, most probably only 3 out of every 100 people who read this article own a windows phone. Windows has been struggling as a mobile platform and the last few months have been a roller coaster ride. While the phone has been performing well in growing markets, the recent news of 7800 layoffs and write off of the Nokia Deal left many wondering what exactly is Microsoft planning to do with its mobile platform. Windows Phone 8.1 has brought many changes in terms of improved user experience and customization, and Microsoft started concentrating on launching budget friendly devices in emerging markets to compete with the Android Counterparts. It's been over an year since I moved from Android to Windows Phone. The initial few months were frustrating, partly because of the 'app gap' and partly because of the lack of customization available in Android. But over time, I started falling in love with the simplicity of live tiles, some great features like the built in Office and the ability to deliver a great and reliable phone experience within budget. But still, I feel below are some of the core areas that Microsoft has to concentrate to boost windows phone as a truly consumer friendly and reliable platform.

Email

If you have moved to Windows Phone from Android or iOS, or if your primary email is Gmail, then this will be your first baffling point. Any email has to be configured from the settings and there is no official Gmail app(and most probably there never will be, thanks to Google). While your hotmail or outlook experience is great, Gmail will be painful with pretty limited email options. You cannot star your mails and working with attachments is a pain. There are some good alternatives like the MetroMail, but still, you will miss the ‘Welcome to your Inbox' experience you will have on Android or iOS. While this might not bother first time users, this will definitely baffle people who switched to windows from Android.

I am not saying this is bad. But moving to a different platform and then frantically searching for a very common feature is frustrating. There is definitely something that Microsoft can do here to improve the experience of the switchers. The official Gmail API will definitely be a good place to start.

The Outlook app for iOS was much lauded and was rated as one of the best email Apps. The recent Send app for iOS is a fresh breath of innovation in how else can an email app work. But yes, please do something for the home ground.

The App Gap

Yes, I am coming there, thank you for your patience. Irrespective of whether you are an avid email user or not, this will hit you like a storm initially. In case Windows phone is your first smartphone, you will still wonder why the so called 'super cool app that your friends on Android or iOS are using' is either missing or is not full of features. Instagram is still in Beta since over an year, LinkedIn was not updated since ages and yes, there is no snap chat. LinkedIn pulse app is missing and the official Amazon.in App experience is far far below in comparison to its Android and iOS counterparts.

Now Windows 10 universal apps is a good news. Provided the vast share of windows desktop users, this will definitely bring some enthusiasm to developers. However, the option to 'port' Android and iOS apps to windows 10 might not really fill the gap completely here, though this is a great move.

What can Microsoft do here? At least make sure the 'super cool' apps are there. I understand that there are things that Microsoft cannot control. But yes, like the old adage, "where there is an API, there is a way".

For the citizens

When ever someone asks me to suggest a phone, I start with what they are looking for in a phone, their budget etc and then narrow them down to some choices. When it comes to a Windows Phone, I show them the live tiles, the simplicity of the home screen, the built in Office and will let them play around with my Lumia 630. Most of the times, the choice is between an Android phone and a Lumia, but one striking question that they come back to me is ‘why should I choose a Lumia when I can get better specs in Android for the same Price range?’

Yes, there is Office for Android and iOS and Cortana is coming to Android and iOS. Microsoft’s move to embrace other mobile platforms is highly commendable. But, there should be something attractive for someone to choose a Lumia over a similar priced Android. One key area where I see Microsoft can definitely pump up here is the XBox games. Can Windows Phone users have some privileges here? In the end, can Microsoft showcase some key points for a user to pick a Lumia.

Flagships

A flagship phone is essential to compete in the high end market. While Microsoft has been releasing mid and low end devices, it has been sometime since a flagship was released to compete with equivalents from iPhone and Samsung. I will no dive much here,since the Cityman and Talkman are coming soon and this area is addressed.

Windows phone has a huge potential to position itself as a prominent operating system and the promise of universal apps and the ability to port Android and iOS apps to window 10 mobile rise the bar of expectations. My brother recently moved from his beloved Lumia 520 to an Android phone. After a while I asked him how is it going. He smiles at me and says ‘Its good, but somehow I miss the convenience of my Lumia’. I smile back at him.