Microsoft WP platform recovery: prevent ecosystem fragmentation into key

Lead: Forbes magazine online version last week wrote that the Windows Phone operating platform has begun to show signs of recovery, except In addition to Microsoft's mobile strategy, cloud computing also gives momentum to the re-emergence of this platform, and whether the Windows Phone platform can achieve lasting success, the application ecosystem will be crucial.

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The Microsoft brand is reborn

Microsoft seems to eventually integrate all the products together. The upcoming Windows 8 demonstrates all the signs of Microsoft's cross-platform cloud strategy, and the alliance with Nokia has given Microsoft a new impetus to return to the mobile phone market. In addition, with the appearance of SmartGlass, Microsoft will obviously push forward the development of cloud computing.

Similar to Google's approach, Microsoft is developing a future development strategy around existing products, from game consoles to Office software. In addition, Microsoft has borrowed from Apple's successful experience to simplify its operating system around a limited number of specific device products and connect everything to the cloud.

According to market research firm IDC, in 2016, Microsoft Windows Phone operating system will replace Apple iOS as the second largest mobile operating platform in the global market. From a series of recent Microsoft initiatives, IDC's expectations may become a reality.

This strategic shift by Microsoft has injected new life into the Microsoft brand and won the support of consumers and developers, even though these two groups are only curious about the new strategy. At the same time, third-party platforms have begun to pay attention to this change of Microsoft, adjust their own strategies accordingly, and respond to the upsurge around Windows Phone.

In the past week, third-party platforms have shown Microsoft. Software developer Telerik has clearly stated that it will launch a new toolkit for the Metro user interface to make its own contribution to the development of Windows Phone. Millennial Media, a recently launched mobile advertising company, also added the Windows Phone Software Development Kit (SDK) to its product line. The outside world believes that more and more third-party platforms will find ways to attract developers to the Windows Phone ecosystem.

The results of the joint efforts of all parties

Chris Sells, vice president of Telerik Developer Tools, said: "Microsoft's new product design is very useful for businesses. The Metro style user interface helps to take the information display to a higher level. The problem with Android and iOS is that enterprise IT managers must make these two operating systems serve the enterprise market. Instead, with the power of Metro UI, you can more easily integrate Windows with the corporate network. Microsoft is very interested in the trend of IT consumerization. ”

What is the reason for Windows Phone to regain its recovery? Is Microsoft pushing this effort, or is this software giant truly resonating with developers and consumers? This may be the result of the joint efforts of the three parties, these forces are only brought together at the right time when Windows 8 is released.

There is no doubt that Microsoft has invested heavily in promoting Windows Phone, even using cash rewards to attract developers, and hopes to attract them from Windows platforms such as Android and iOS to Windows Phone. The E3 conference held last week was a stage to showcase the appeal of Microsoft products to consumers. Microsoft added 35 content partners at the conference, and they will play streaming content through the Microsoft Xbox game console.

Creating a cross-platform application

Don't forget SmartGlass, an app that connects to smartphones, tablets, smart TVs and Xbox consoles, similar to Apple AirPlay. Microsoft is supporting a wide range of measures for Android and iOS devices. SmartGlass allows users to transfer content on networked devices and provides a second screen that lets them display movies, TV shows and games on the home screen.

For example, when a user watches the HBO hit show "Game of Thrones" on TV, SmartGlass automatically displays an interactive map on the user's tablet. From this map, users can search for the characters in the play while watching each episode of the TV series, and deepen their understanding of the plot.

Although SmartGlass has not yet been commercialized (perhaps after landing in Microsoft's app store this summer), it has been seen as a potential technology to help save the Windows Phone system and its smartphones and tablets. This product with the potential to change the rules of the industry will truly enter the consumer market, seamlessly connecting with products such as Microsoft Kinect, Xbox, search and mobile devices.

Paul McDougall of the US Information Weekly believes that SmartGlass will enter the corporate market, such as the banking industry. In addition, the real strength of SmartGlass is its stickiness to the interactive ecosystem, which includes both consumer and enterprise products and relies heavily on Microsoft's legacy software portfolio. In fact, Microsoft has already sown the seeds of the WP recovery, and cloud computing will bring the rain needed for the growth of this ecosystem.

Cultivating loyal developers

Microsoft's investment in the Windows Phone platform has attracted more and more attention from developers, and developers often follow an operating platform based on consumer preferences. Mobile application development platform Appcelerator has noticed that in the past three quarters, developers' interest in the Windows Phone operating system has been growing, and their interest in Android is declining.

Appcelerator Chief Mobile Strategy Officer Mike · Kim (Mike King) said: "We believe that this development is mainly driven by developers looking for alternative platforms, and Windows itself has considerable growth potential, especially Microsoft. Established a partnership with Nokia and will launch Windows 8. The early work around Windows Phone and related test results have been very optimistic. "Despite the steady increase in developers' interest in the Windows Phone platform, Microsoft has also made great efforts to promote it, but in the past three years, Windows Phone has rarely gained, only in the global operating system market. Occupying a 3% share, this has been shrouded in the shadows of the two major operating systems of Android and iOS. With the help of Yang Yuyun technology, Google has also been able to erode Microsoft's market share.

Avoiding Device Fragmentation

At the same time, due to its ease of use, Apple has also won the support of many consumers in smartphones and Windows-led PC industries. Many believe that Microsoft has missed the opportunity to replicate its dominance in the PC industry to the mobile space, but Microsoft is trying to seize its second opportunity. Kim believes that Microsoft has no choice.

Kim explained that the success of Microsoft's mobile strategy depends on whether Microsoft can "reduce the scope of the device to simplify the fragmentation problems faced by developers." Fragmentation is always a heavy burden on Android, and Microsoft's advantage lies in the ability to simplify devices around its operating system. But unlike Google, Microsoft must always maintain its focus on its own operating system.

On the contrary, Google can not only generate revenue from its own Android phones, but also get a share of advertising sales from devices such as iOS and Windows Phone. By reducing device fragmentation, Microsoft has received strong support from developers, as evidenced by a rapidly growing ecosystem of applications and services. These applications and services can support Microsoft's different devices while taking advantage of the unique advantages of Windows systems in native operating systems.

This is precisely the key to the success of Microsoft's mobile strategy, and the successful promotion of cloud computing is the only way to succeed.