The Empire Strikes Back: Microsoft Announces Windows Phone 7 Series

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by Stephen Drake

In the last two years, there has been significant advancement in Smartphone Mobile Operating Systems, with no less than 5 new mobile operating systems being introduced (Mac OS X for iPhone, Android, Palm webOS, Maemo and Bada). In addition, Symbian has announced updates with Symbian ^3 for the first half of this year and Symbian ^4 by the end of 2010, with the latter promising a complete re-write of the Symbian OS. Throughout this time, Microsoft has announced updates, with Windows Mobile 6.5 the most recent launched in 2009; however, this was not on the magnitude of many of these other announcements.

However, on Monday, February, 15, 2010, in Barcelona at Mobile World Congress, Microsoft announced Windows Phone 7 Series (WP7), which is expected to be available for the 2010 holiday season. The company also announced key OEM and mobile operator partners.

IDC believes that with this announcement, Microsoft has finally answered industry concerns relating to the company’s play in delivering the "Superphone" experience. And, although Microsoft has made OEMs public, the hardware has yet to be unveiled, but early views by IDC on the actual experience demonstrated was impressive.

The following details key components made public today regarding Windows Phone 7 Series:

Microsoft’s focus is on delivering an experience to customers as a means to achieve their goals and help juggle their many personal and professional priorities to "live every moment."

Microsoft is taking a more active role in making WP7 consistent across all devices, with stricter hardware and software guidelines.

Each device has only 5 buttons. Three buttons on front are Search (which takes you to Bing), Back and a Windows button. Plus, 1 camera button and an on/off button.

The Start Screen includes "live tiles" that come in both single and double wide views.

Microsoft has created 6 core hubs on the Phone that are important to users: People, Pictures, Music & Video, Games, Marketplace and Office:

People is focused on the social networking experience, with capabilities to update Facebook and Windows Live in a single step.

Pictures simplifies the ability to share photos and video within a social network and via the Web and PC.

Music & Video includes features from Zune and its online music service, a built-in FM radio and it turns the media environment into a social experience.

Games brings the Xbox LIVE experience, Spotlight feed, Achievements and gamer profile, including the ability to view your avatar.

Marketplace, the Microsoft mobile app store, will be incorporated into WP7.

Office will include access to Office, OneNote and SharePoint.

From a partner perspective, Microsoft announced all four major mobile operators in the U.S. with Verizon Wireless, AT&T, Sprint and T-Mobile. Outside of the U.S., Microsoft demonstrates its partner strength with Vodafone, Telefonica, Deutsche Telekom, Orange, SFR, Telefonica Italia and Telstra.

From the hardware perspective, Microsoft announced leading Windows Mobile providers Samsung, LG and HTC and Windows veterans HP and Dell as well as Garmin-Asus, Sony Ericsson, Toshiba and Qualcomm. Absent from this list is Motorola, despite its co-CEO Sanjay Jha’s comments in a 2009 company’s earnings call saying, “we will then participate in a more focused way in Windows Mobile 7 in 2010." Motorola’s absence from this list is not completely surprising given the company’s Android focus, yet it may not be out of the question that Motorola eventually supports WP7 at a later time.

IDC views Windows Phone 7 Series as a very good step towards advancing Microsoft in this ultracompetitive Mobile OS market. The company has the capability and drive to launch this properly with the large marketing push that it requires. Of course hardware specifications and distribution are critical, but Microsoft has announced key OEMs including Samsung, LG and HTC, and tier 1 operators in the U.S. and Europe and has plans to target the consumer in other new marketing campaigns. The revamped OS is largely on the consumer side as Microsoft felt that it already has a strong business offering. Following suit with many Mobile OS and device OEMs, Microsoft recognizes the critical need to have a powerful UI experience for the user who can utilize the device for both personal and professional reasons.

Although IDC’s initial view of Windows Phone 7 Series is on par with many of the newer, successful operating systems launched recently, the timing of the launch for Microsoft is still a concern. In a fickle market that moves extremely fast, momentum from Android and iPhone and discussions of other Mobile OSs like Palm webOS and others across the mobile ecosystem threaten Microsoft’s mindshare as time marches on. The concern is that the window of opportunity is closing and 2010–2011 needs to be successful for Microsoft in the Mobile OS space. Certainly this announcement is a strong step in the right direction. The question remains however — have the last 2+ years (and will the subsequent next 8 months change) changed the landscape so much that Microsoft cannot climb back into the spotlight?