While Apple’s iOS and Google’s Android have amassed significant market share over a period of time, Microsoft’s Windows Phone (Windows 10 Mobile) hit an all time low in the late 2015 and it continues to lose ground.
According to Kantar WorldPanel's report, Windows Phone market share plunged to 1.6 percent in December 2015 in the U.S. In comparison, this platform maintained a share of 3.9 percent in September 2015.
For about two years, Microsoft did not release any high-end phones. This reluctance affected the company in other forms as well. For instance, major carriers were skeptical about promoting and selling Windows Phone devices, as the demand for Apple and Android handsets in the form of Samsung, HTC, LG and Huawei, among others were sky high.
From Windows Phone OS, Microsoft moved to Windows 10 Mobile under Satya Nadella’s leadership. However, the new Lumia devices – Lumia 950, Lumia 950 XL and Lumia 550 – haven’t been able to make a huge impact. And this was quite visible in Microsoft's Q3 FY2016 earnings.
In the meantime, Microsoft's executive vice president for Windows and Devices Group (WDG) "Terry Myerson" wanted to reinforce the fact that the company is committed to Windows 10 Mobile and that many devices can be expected in the near future. Myerson reportedly sent an email, explaining the strategy and future plans, to many company executives and partners.
Windows Central, on the other hand, verified the authenticity of the email and published the content in its site. In Myerson’s own words: “I understand that you are hearing concerns from certain partners about Microsoft's commitment to the mobile space. Let me be very clear: We are committed to deliver Windows 10 on mobile devices with small screen running ARM processors.”
The executive reportedly went on to say the company has a device roadmap that includes both Microsoft and other OEMs that use the platform. Amid the rumors about shutting down the mobile business unit, Myerson clearly pointed out that Microsoft is devoted to Windows 10 Mobile for “many years.” Thereby, he put an end to the baseless speculation.
Assurance apart, Microsoft has a long and hard battle to put up especially with Android counterparts. Not to forget, HTC finally released a praiseworthy device in HTC 10, after the disastrous reception of HTC One M9. LG, on the other hand, has also fitted the latest G5 with cutting-edge configurations, complete with a design change. Plus, Samsung Galaxy S7 series’ design and performance have been the talk of the town for a long time now.
Nevertheless, the silver lining is that Microsoft’s Surface series is doing well and the new HoloLens looks promising. Hopefully, the handsets earmarked for 2017 have the potential to give Android and Apple devices a good fight.