Applications Windows Phone 8 : Nokia exhorte Microsoft à accélérer

AppId is over the quota
AppId is over the quota

KO, Nokia ? Alors que l'ex-Béhémoth du téléphone mobile assume toujours officiellement son choix de ne pas aller sur Android, et de privilégier uniquement Windows Phone, il ne semble toutefois pas exempt de reproches à l'éditeur du système d'exploitation mobile, Microsoft.

Répondant aux questions de l'International Business Times, le vice-président du groupe finlandais, Bryan Biniak, n'a pas caché les difficultés de son entreprise qui, malgré des ventes en croissance à 7,4 millions d'appareils au dernier trimestre, reste loin de Samsung ou d'Apple, et leurs 70 et 50 millions d'appareils écoulés respectifs.

Tous les oeufs de Nokia dans le panier Microsoft

Il tient tout de même à s'assurer que si le bateau tangue, Microsoft restera bien dedans. Nokia a tissé des liens très étroits avec le géant de Redmond, et doit s'assurer que s'il fait l'effort de produire des smartphones de toutes tailles et de toutes qualités, Microsoft gardera sa confiance dans le système d'exploitation mobile.

Estimant que Microsoft a déjà été dans cette position, Nokia se voit aujourd'hui dans une lutte sans merci avec ses concurrents. Et dans cette bataille, la qualité ou le mix marketing d'un smartphone ne suffit pas : il faut du contenu, des modes de distribution, des applications pour tenir les rangs face à iOS et Android.

S'inspirant de la stratégie de Microsoft sur Xbox, Biniak estime qu'il faudrait combler le peu d'historique de Windows Phone sur le marché par l'arrivée de grand titres... Titres comme Halo dans le jeu vidéo, qui firent en partie le succès de la console de Redmond.

Répliquer la stratégie Xbox ?

Une stratégie que Nokia aimerait voire répliquer dans le smartphone, sauf que Microsoft n'est pas investie dans le hardware sur ce marché, et que les deux partenaires semblent avoir des façons très différentes d'aborder le problème. Nokia fabrique des smartphones, un marché où il faut sans cesse innover et commercialiser pour ne pas perdre pied, tandis que Microsoft, à l'aise sur son système d'exploitation de bureau, n'a pas la culture de la rapidité nécessaire pour s'adapter au marché du smartphone, juge l'International Business Times.

Existe-t-il une solution, ou au moins une façon pour Microsoft de satisfaire les demandes d'engagement de Nokia ? Certainement, répond ce dernier : mettez les bouchées doubles sur les applications Windows Phone 8.

"On commercialise de nouveaux appareils récemment et pour chaque nouveau téléphone, s'il y a une application importante pour quelqu'un qui n'est pas présente, c'est une opportunité de vente ratée. Nous essayons de faire évoluer le mode de pensée chez Microsoft pour qu'ils comprennent (la question de timing). Ne pas bouger en attendant la fin de l'année fiscale pour boucler ses objectifs, cela ne nous aide pas quand il s'agit de vendre des téléphones aujourd'hui."

Evidemment, il faudra encore du temps pour que Microsoft rattrape son retard : avec 165 000 applications, il est loin derrière l'App Store (plus de 900 000) et le Google Play (plus de 1 million) - même si ces chiffres regroupent beaucoup d'applications "fantômes" ; mais pour Nokia, il est plus que temps que Microsoft remédie au problème.

De grands noms comme Instagram manquent encore à l'appel et plombent l'attractivité de la plate-forme auprès des consommateurs.

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Windows Phone 8 applications: Nokia urges Microsoft to accelerate

KO, Nokia? While the ex-Behemoth of the mobile phone still officially assumes his choice not to go on Android, and focus only on Windows Phone, it seems however not free of blame to the editor of the mobile operating system, Microsoft.

Answering the questions of the International Business Times, the vice-president of the Finnish group, Bryan Biniak, did not hide the difficulties of his undertaking which, despite sales growing at 7.4 million devices in the last quarter, remains far from Samsung or Apple, and their 70 and 50 million devices sold respective.

All eggs from Nokia in the Microsoft basket

He still wished to make sure that if the boat pitching, will Microsoft remain well inside. Nokia has built a very close relationship with the Redmond giant, and must ensure that if he makes the effort to produce smartphones of all sizes and qualities, Microsoft will keep its confidence in the mobile operating system.

Considering that Microsoft has been in this position, Nokia is seen today in a struggle with its competitors. And in this battle, the quality or the marketing of a smartphone mix is not enough: it must be content, modes of distribution, applications to hold the ranks to iOS and Android.

Inspired by the strategy of Microsoft on Xbox, Biniak believes should be fill the short history of Windows Phone on the market by the arrival of great titles... Titles like Halo in the video game, which in part the success of the console of Redmond.

Replicate the Xbox strategy?

A strategy that Nokia or even would like to replicate in the smartphone, except that Microsoft was not invested in the hardware on the market, and that the two partners seem to have very different ways of approaching the problem. Nokia manufactures smartphones, a market where we must constantly innovate and commercialize for not losing ground, while Microsoft, at ease on its desktop operating system, is not the culture of the necessary speed to adapt to the smartphone market, considers the International Business Times.

Is there a solution, or at least a way for Microsoft to meet the demands of commitment by Nokia? Certainly, replied the latter: put double bites on Windows Phone 8 applications.

"It sells new devices recently and for each new phone, there is an important application for someone who is not present, it is a missed sales opportunity. We are trying to change the way of thinking at Microsoft so that they understand (the timing issue). Do not move until the end of the fiscal year to complete its objectives, this does not help us when it comes to selling phones today.

Obviously, it will take time for Microsoft catching: with 165,000 applications, it is far behind the App Store (more than 900,000) and Google Play (more) - even though these figures include many applications "ghost"; but for Nokia, it is high time that Microsoft corrects the problem.

Big names like Instagram still missing and block the attractiveness of the platform to consumers.

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Windows Phone: Microsoft plays with the figures for troller Android

Microsoft feels strong. Very strong. Is this stunning figures, which assign 3.2% market share worldwide, that rises it to the head? On the occasion of its Build conference for developers, the Redmond giant is allowed to rule troller Android.

The key figures published by Microsoft on the first-time buyers to Windows Phone, its mobile operating system. These are quite interesting, but as often in one direction.

Brian song

The editor of Windows Phone seems to have this interesting ability to always look on the bright side of life. Thus, it is not so much the relative market share of its operating system against that ofAndroid (75% at the global level) or iOS (17.3%) that interests him.

Microsoft prefers to look at the source of new customers... And for good reason: he found that 23% of them had abandoned their Android smartphone to pass on Windows Phone. Rather flattering, no?

Obviously, we will not know how many users do not renew their Windows Phone with a device with the same OS, how many leave on Android, iOS, etc. As we will not know how much of these "first-time buyers" to a smartphone go to competing systems rather than on Windows Phone.

The table in would have probably been tempered. As Microsoft viewing elsewhere: it has views on these 4 billion owners of conventional phones in the world who are not smartphone. The famous "next billion" dear to the giants of digital, which must bring new opportunities and new uses against a now dynamic 'developed countries' market, but which eventually will reach maturity.

Catch the 'next billion'

On this ground, Microsoft wants offensive. He indeed realized that 42% of sold Windows Phone smartphones came in replacement of basic phones. Validates the strategy of Microsoft and its partners on the entry and mid-tier, considers WP Central, who noted the information in the Build.

Redmond hopes to attract in his garden of simplicity users who don't want iOS or are too complicated Android, we are told in the article (from a specialized blog in the Windows Phone News). Better, Microsoft would make the demonstration of his quality by exploiting the weaknesses and the mediocrity of Android - Build, it has well been insisted that move from Android to Windows Phone was an "upgrade" (upgrade).

This lovely picture of the bone explains perhaps the growth in crazy Windows Phone in market shares, which jumped by 1.1 point on a slippery between the first quarter of 2012 and Q1 2013 year, when Android did an increase of 15.9%. That the figures are stubborn!

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