MOBILE WORLD CONGRESS — Despite the aspirations of other OS providers, the iPhone continues to dominate the smartphone conversation, with Google Inc. Android providing some important color commentary along the way. But with the launch of Windows Phone 7 this week, Microsoft Corp. is aiming to be a voice in the market that people listen to. The move comes none too soon for the software giant, which runs the risk of losing out on the smartphone opportunity entirely.
The launch, made by CEO Steve Ballmer at Mobile World Congress in Barcelona on Monday, was met with “oohs” and “ahs” from reviewers, journalists and Twitterers alike. The new operating system has a focus on multitasking and intuitive application integration (including new “live” widgets, Zune audio/video and Xbox 360 functionality). Fortunately, that marks a significant departure from the lackluster Windows Mobile OS experience of the past.
As well it should. The launch is critical to Microsoft, representing the last chance for it to gain a significant foothold in wireless, an area of computing that promises to be not only the future of communications but the future of software distribution as well. Ironically, the same software giant that has been famously maligned as a monopolist has been sitting on the smartphone sidelines, largely irrelevant, while it’s archenemy – Apple Inc. – rides the wireless opportunity to new highs in revenue and consumer loyalty (and not to mention to new stock price highs).
The company has ditched the "Windows Mobile" moniker as a further sign of the break with the past. But even with Windows Phone 7 officially unveiled, it might still be too late for Ballmer’s baby to grow into anything remotely resembling dominance. Partners have already started building phones and all four national U.S. carriers have promised to carry 7-series phones. However – and it’s a big however – customers won’t be able to purchase the first phones in stores until the holiday season. “We were impressed with Windows 7, but here’s the rub. It is still work in progress and the first Windows 7 devices (LG?) will not come out until early 2011,” noted analysts at Informa. “How far will the likes of Apple, Android, RIM and even potentially Nokia have pushed ahead by then?”
It’s a big question. As evidence of how Microsoft views the importance of the launch, CEO Steve Ballmer was actually at the Redmond giant’s booth at Mobile World Congress to talk about it to passersby.
Meanwhile, the famous Irish bookie network Paddy Power is taking bets on whether or not Microsoft can challenge Apple with this launch.
The Zune Factor
Regardless, Microsoft clearly threw everything it had into the development of the new OS. Take, for instance, the Zune factor.
Rumors leading up to the big reveal in Barcelona had Microsoft unveiling a “Zune phone” that would run Windows Phone 7. Strictly speaking, that didn’t happen, but the Zune was still very much in evidence: A WinPho 7 device, regardless of who makes it, will be an Xbox, Zune music/video player and smartphone in one.
