If you are a loyal customer of Microsoft Corporation (NASDAQ:MSFT) and still uses Windows 10 Mobile, the news may disappoint you badly. Microsoft has finally admitted that it’s no longer scaling Windows 10 Mobile platform. It means as a Windows 10 Mobile user you should not expect any new feature or upgrade in the future.
The shocking revelation has come from no one but Joe Belfiore, Vice President of Windows Experience, Microsoft Corporation. On Sunday, he Tweeted that Microsoft is not planning any new feature or hardware for the Windows 10 mobile smartphone platform.
Of course we'll continue to support the platform.. bug fixes, security updates, etc. But building new features/hw aren't the focus. ? https://t.co/0CH9TZdIFu
— Joe Belfiore (@joebelfiore) October 8, 2017
However, he informed that the company is committed to supporting all existing Windows 10 Mobile users. All bug fixes, security updated etc would be extended to all existing users.
The tweet from Joe Belfiore is also important as he is the one who was earlier leading the team responsible for Phone/Tablet/PC version of Windows. In August, Belfiore revealed that he has moved on from Windows 10 Mobile and uses Android for a better choice of apps and hardware.
But, Belfiore is not the only senior executive of Microsoft who has jumped off the ship. Just a few days back the co-founder of Microsoft, Bill Gates, also admitted that he has switched from Windows to Android.
With this Tweet it’s is clear that Microsoft has put the final nail in the coffin of Windows 10 Mobile. Microsoft struggled a very long time to make its mobile platform as successful as Android. The lukewarm response, however, from developers kept Windows 10 future hanged in balance.
With smartphones, it has been a roller coaster ride for Microsoft. For many years Microsoft tried to replicate the business model of Apple. The efforts to control the complete ecosystem of Windows Mobile by producing its own hardware and OS didn’t pay off. Later, Microsoft tried to change its strategy by adopting Google’s model by focusing only on Mobile OS and partnered with multiple smartphone manufacturers, including Samsung. Despite burning millions of dollars in marketing and promotion, Microsoft’s smartphone OS market share failed to reach double digit.
Once again, Microsoft changed its strategy by acquiring Nokia’s mobile business in an effort to reboot its in-house production of smartphones. After a year-long failed effort Microsoft finally sold off its Nokia business to HMD global and sacked thousands of employees it took from Nokia.
By then, apparently, Microsoft had realised that it would be a better strategy to focus back on iOS and Android. Consequently, Microsoft started focusing on doubling the numbers of apps of its products and services for other mobile platforms.
So, what went wrong with Windows 10 Mobile?
Most of the experts from mobile industry believe that the core issue was lack of apps available for Windows mobile. Microsoft failed to attract developers community despite launching rewards programs. App developers are the key drivers behind the mobile platform strategy, even today. Despite controlling every aspect of iOS platform, Apple made its app store open to attract developers community.
We have tried VERY HARD to incent app devs. Paid money.. wrote apps 4 them.. but volume of users is too low for most companies to invest. ☹️ https://t.co/ePsySxR3LB
— Joe Belfiore (@joebelfiore) October 8, 2017
But, apparently, Microsoft has not given up on mobile completely. Just a few days back the company has released a new launcher for Android platform that bridges the gap between a Microsoft Desktop/laptop users and Android mobile phone user. With the new Microsoft Launcher, you can view photos, edit documents or read a website on your PC from your mobile.
Microsoft is making the most of the openness of Android that allows such launchers to customise their experience. Unfortunately, it will have to find another way to break into the iOS ecosystem that doesn’t offer any interference.
