The share of windows phone takes a few months to plummet, and although there are few exceptions we are still waiting to make Windows 10 Mobile available for all phones from this manufacturer and that suppose a new impulse for the third mobile platform in the running.
That is the plan A for Microsoft, but the Redmond company takes time considering a plan B. It is to conquer the market not through the front door, with its own platform, but by the back door, with their applications and services. Demonstrating these solutions can not only operate well on Windows 10 Mobile or Windows Phone-based terminals that make it even better on Android and iOS.
Its services and applications, the first thing
Microsoft took some time to realize the potential business that was losing by not taking advantage of its applications and services rather than on its platform, but that error did not hesitate to be corrected, and some time ago that the company promotes a good handful of solutions for bot iOS and Android platform.
The best example of that leap to rival platforms was Office, the office suite that had been the preserve Windows and Windows Phone and who in March 2014 began to be available on the iPad. Later it would jump to Android and become good at first reference in this segment.
It was not the only Microsoft products in trying to conquer the users of Android and iOS, and here also deserve special mention in the Microsoft cloud services with OneDrive head. There are many others who have it hard (Bing) and others that have long as an indispensable part of the experience of many users (Skype), but Microsoft push appears to have brake as evidenced by the fact that they had the “audacity” of Cortana on iOS and Android.
If you can not compete, purchase
There is another increasingly important element of that alternative attack plan, and that is you are representing purchases that Microsoft is making in recent times in the field of mobile applications.
In the list of acquisitions by Microsoft offered the Wikipedia we can see how there are many aimed at the field of mobility. Acompli (December 2014), Sunrise (February 2015), Wunderlist (June 2015) and Talko (December 2015) have been some of the most recent, but all of them joined him today the acquisition of SwiftKey, the developer of the famous keyboard for mobile devices.
Those purchases have made Microsoft a true leader in the field of mobile productivity in which it seems clear that they want to focus. Some of them have been integrated into other products (Talko in Skype) while others have served to give life to services that did not have a prominent customer. It is the case of Outlook, which has become one of the best mobile email clients not already for Windows Phone, but for Android and iOS in which by the way has also been integrated calendar Sunrise.
The purchase of SwiftKey is curious, especially taking into account that they had just launched its Word Flow in iOS, so we’ll see what is the future of these two products now that Microsoft has indicated that it will not leave the development of Swiftkey. Maybe SwiftKey is integrated in Word Flow or vice versa, but again we are dealing with an example of how Microsoft does not want to miss the opportunity to get into devices of rival platforms through that area of productivity.
A fork of Android in the future?
The last of the aspects that seem to surround all this alternative strategy in the field of mobile is the one that affects the future of the dominant platforms. Microsoft can do little or nothing to make that Apple users bet more for their services, but in Android things change, and the reason for this has a name: Cyanogen.
This company long ago offering their own version of Android, and it is notorious the fact that Google applications and services do not have to be native or default. Instead the company can offer services that you like and commitments as which has offered Amazon in its tablets (and it’s unsuccessful Fire Phone) from began to follow that path.
We talked about even that the Redmond company would be interested in investing in Cyanogen but those rumors were denied. Although there has not been a final product, yes we have seen how Cortana made his appearance in CyanogenMod a few days ago, but there is more precedent.
For example, we were offered Nokia X, the experiment aborted by Microsoft after the acquisition of the Finnish manufacturer. On that occasion we saw how they worked those smartphones input range combining Android with Microsoft services, and the idea would be essentially the same if Microsoft really just interested in this aspect of the plan.
What is clear is that the Redmond company does not want to lose the battle of mobility. And if it fails to win it with their terminals and its own mobile platform, may rather do it way more secretive way because of that brutal ecosystem of applications and services that have long been the preserve of non-Windows. Attentive, Google and Apple.