Microsoft raising the stakes for Windows phones: Windows 10Microsoft had a two hour press conference which revealed many interesting things. Among them, the words Android or Iphone weren't mentioned, from this, resulting that Windows isn't looking to improve its interoperability with them. Then, Microsoft really threw the bomb by saying that Windows will basically be in every screen of the world.
This event was compared with the days of “Windows Everywhere” despite of its recent positioning as a business company. It won't be easy for Microsoft to incorporate the other two big Apple and Android users but Microsoft thinks and aims high.
Microsoft : We are bigger ''apples''
Microsoft proved a lot with the cross-hardware-platform consistency regarding the Windows 10. It was a big change compared to the past that they unified the vision of desktop, tablet and phone platforms. Windows provided a branded experience across every piece of technology and it seemed like they wanted to overtake Apple. The demos, the energy spent and the feedback through the insiders program show that they might pull it off.
They made a massive effort to provide this experience, rewriting all the applications using the nowadays modern interfaces but all of this will be in vane if they won't sell good on the mobile market. At the moment, windows owns 4% of the mobile market and almost the same for tablets which is incredibly low. The other over 90% is taken by the well-known Android and iOS, customers being more interested in their better interoperability.
Google and Apple might win if Microsoft makes mistakes
The Google Android and the iOS platforms keep improving day by day and Microsoft can't keep up with them. Microsoft could keep up but time is needed in order to do that and the other contestants won't allow it. Even if it relies on the desktop dominance, it will still need that precious time. Also, the mobile devices become very important for people and Microsoft it's not that good at mobiles as it is at desktops. If the desktops are going to lose versus mobiles, the Windows will lose as well. On the other hand, Microsoft thinks that the desktop empire will still be ruled by them while they keep improving slowly the mobile and tablet devices.
Usually, most of the companies have to choose between architecting for open interoperable systems or providing a high-quality experience. This is proven by history, by Google and Apple. The new Windows 10 will clearly replace the Windows 8 on the desktops and it will have a great success but that success isn't really guaranteed on the mobile market. If it will fail on the mobile market, all the resources and time spent will be for nothing. Instead building the world's best desktop operating system, they try their luck with the mobile devices again, risking a lot.