" IT times weekly " reporter / Wang Bingrui (comprehensive report)
Face the torrent that gallop, do all one can of a boy jumps to among them -- in the advertisement that publicizing Windows Phone, microsoft him fashion into young and dauntless challenger
After propping up a macrocosm of a PC, microsoft prepares to build community of a mobile phone again, and come by oneself as before carry scene of n/COL the head of a family horn.
On October 15, microsoft announces to roll out Windowsphone together in Beijing and more than 90 partner, showed 50 Windowsphone product jointly in news briefing spot. It is reported, among them 17 paragraph general appear on the market at China is in before the end of the year this year.
At present, like a rising wind and scudding clouds of smartphone market it may be said, and this news briefing of Microsoft dominant can be to create momentum not merely, with Microsoft telecommunication of big China area and media career ministry move product group says if Chenjing of senior inspector general is new: "This is represented Microsoft mobile field the issuance of all achievement. "This is represented Microsoft mobile field the issuance of all achievement..
So, why is Microsoft chosen showing result right now? Does it want to borrow is machine outward what information does the bound pass? Whether did the strategy of operating system of Microsoft mobile phone produce change?
Weigh model new brand
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Windowsphone is not new product, be opposite however those who use the mobile phone of Microsoft WindowsMobile operating system is brand-new a general designation, should call a law to be in by silent of Ball of · of husband of Microsoft CEO history the base of a fruit on the plenary session of 2009 mobile world of Barcelona first degrees put forward this yea dvd discovery 4 r in Feburary. In July end, the report that comes from foreign media says, microsoft spokesman confirms " the company hopes to pass incognito this one simple method allows an user can from beginning to understand Windowsphone is a mobile phone that having different idea. On October 7, steve Baoermo released Windowsphone brand personally.
Compare with other competitor, the historical it may be said of operating system of portable apparatus of Microsoft research and development is long. Be in early 2000, microsoft begins to develop the PocketPC system that is b dog crates large ased on WindowsCE. 2002, roll out formally with the WindowsMobile operating system at the smartphone. It is Microsoft is in 3 years two of after this the period of time with the most brilliant domain of mobile phone operating system, but later, its limelight has been built by the competitor such as Nuojiya, apple.
Accordingly, in recent years, microsoft hopes to borrow new mobile phone operating system to contend for more market all the time, especially WindowsMobile5.0 and WindowsMobile6.0, all be expressed great expectations early or late. And the fact is, nuojiya relies on mobile phone tycoon the lead position that palm of Symbian operating system charges as before firm, the young competitor with the uncommon skill such as RIM, apple and cereal song is added in succession. Come from the data of survey orgnaization Gartner show, 2008, the market share of WindowsMobile operating system is 11.8% , after listing Symbian and RIM, basic with 2007 keep balance.
Before two many months, the information that gram of humble of at present of tall of · of Paul of home of venture capital investment releases through Twitter is very seductive, he writes: "Baoermo says, they a WindowsMobile do bad. Reflect original plan, windowsMobile7 should have been released. They had undertaken readjust to developing a group now, this kind of mistake won't recommit. " this is tall Cifeike attends " peak of venture capital investment is met " when the record that makes. Gram of humble of tall at present has said the truth, near future of Bao Er silent also is behaved in the light of business of mobile phone operating system really not beautiful did ego to analyse.
2008, global smartphone sales volume achieves 130 mill dog stairs for bed ion, in financial storm sweep across fell to carry year of increase rate of 13.9% as before. The market studies the analyst horse of company AvianSecurities repairs · Sang Du to point out: "Everybody hopes to build and support its smartphone product, because the smartphone is,draw the main power that uses operation business and market growth. Because the smartphone is,draw the main power that uses operation business and market growth..
Improve the strategy
Wall street respect thinks, the issuance of Windowsphone is indicating Microsoft is improving strategy of mobile phone operating system. And announce new strategy in Barcelona in Baoermo during, microsoft produced a paragraph of interesting small songs in a film or play.
Microsoft ever lent Australia telecommunication some run a mobile phone high, but this mobile phone subsequently have things stolen. Lost a small mobile phone your Microsoft " panicky " unceasingly, because there is the newest competition weapon of Microsoft in this mobile phone -- at that time have not the operating system of WindowsMobile6.5 mobile phone of face city, it fears this is commerce steals close activity. Because be on this congress, not only Windowsphone will be released first as the mobile strategy with new Microsoft, the operating system of WindowsMobile6.5 mobile phone that releases at the same time and Myphone and WindowsMarketplaceforMobile serve, it is the component of this strategy.
hans wilhelmAccording to introducing, myphone is a kind of free online service, can allow an user the individual information on easily visit, management and backup mobile phone; WindowsMarketplaceforMobile is the online application shop of similar apple AppStore, will inside park is all in Windowsphone. Skin of contented heart · introduces chief of department of sale of market of vice-president of Microsoft whole world, mobile especially, microsoft will offer the experience that carries end, extensive ecosystem and brand preference for enterprise user and consumer.
Since this year, palm and apple roll out those who weigh a pound to make in succession, gu Ge also is ambitious, android a group of people of same interest is increasingly powerful, make market of smartphone operating system very lively. Face Nuojiya, RIM, Microsoft, apple, Palm and cereal song each shows special prowess, the personage inside analyst and course of study is right also the actor bad of each operating system take delight in talking about.
Release eve formally in Windowsphone, gartner analyst Du Lani behaves operating system of Microsoft mobile phone not the user experience that beautiful ascribe is like person meaning very much, he thinks major company regards the item of the firstest consideration as this, and Microsoft objects however to this, the version with current operating system of its mobile phone relatively the old version 4 years ago is not had too big improve.
Another reason that Microsoft does not highlight in performance of market of smartphone operating system is problem of strategic fixed position. The market analysts of wall street think, when market of mobile phone operating system gets lost average consumer, microsoft is more dedicated at business affairs user, this also brought about WindowsMobile mobile phone to lag behind at the competitor in alternant sex and functional sex respect.
Nevertheless, the person that already had try out sees Microsoft from inside Windowsphone to strategy of mobile phone operating system improve, they think this is its software + the propulsion that serves the strategy. Do not pass public figure of a few analysises or support cautious attitude to its expression. Chinese analyst Wang Liusheng expresses: "Relatively other a few old systems, to public marketplace character, the dominant position of Microsoft is not prominent, but the competition ability that predicting Microsoft can continue to keep better in market of terminal of business affairs group, the progress that other side wants to see Microsoft sequel is politic whether spend than accepting with the consumptive habit of the user and sexual price try to match. The progress that other side wants to see Microsoft sequel is politic whether spend than accepting with the consumptive habit of the user and sexual price try to match..
Compose builds ecosystem
Market field is operated in the smartphone, competition already was not a manufacturer the thing of single-handed go into battle, rely on industrial catenary to cooperate in coordination however.
What Nuojiya leans is old industry accumulate, had successful sale to Symbian mobile phone; Apple besides the advantage that continues to develop oneself to design a respect in industry, it is to borrow the wisdom of developer to provide rich use experience for the user more; Gu Ge built the industrial alliance that opens a source when stepping the first pace, draw fresh blood ceaselessly.
Microsoft also realized this of course. During plenary session of 2009 mobile world is held, one collected silent of Er of Bao of · of husband of Microsoft CEO dvd discovery history the base of a fruit, Nuojiya CEO Kang Peikai, ATTCEO the high-level forum of the tall canal such as Lafu Delaweijia, the theme is " to open shift ecosystem advances " . Open system of mobile phone of prate of amid of Bao Er silent, it is the Windows ecosystem definition of Microsoft: It is a center with Windows, contain the integrated ecosystem of innovation, partner, software and hardware.
Microsoft does not produce PC hardware, it is passed cooperate with the manufacturer, the software such as the operating system in PC of great majority of embedded whole world, this is the commercial pattern of its software business. Same, microsoft should divide the world of smartphone market, still must use this kind of means.
Wang Liusheng points out, microsoft should do good Windowsphone, besides improvement the user experiences, pay close attention to mobile Internet user further on the base that keeps as shirt-sleeve as PC operation habit group use habit, even compose builds substantial professional work to bear the weight of system, will increase the appeal to the user through extending the commercial pattern of rich function and innovation sex, raise the cooperative initiative that includes the partner such as manufacturer of operation business, terminal and provider of content and service effectively.
At present, the other link on industrial catenary shows huge interest to Windowsphone, 19 mobile phone firms such as Motolora, SamSung, LG and resurgence include in the partner of Microsoft, still business of more than 70 operation, software develops provider of business, content and channel business to wait. Additional, in the whole world synchronism of 20 many countries is released hind, microsoft special a show ran for Windowsph most popular selling dog crates large one in China, the heavy visual range to Chinese market spends silent of Er of Bao of it serves to show.
President of division of senior vice president, big China holds Microsoft whole world concurrently CEO Liang Nianjian also thinks: "The issuance of Windowsphone brand, the gold period that just meets advent of Chinese 3G times and smartphone develop at full speed, this is Microsoft and tied network, computer and mobile phone the Windowsphone of force of 3 big platform brought infinite opportunity. This is Microsoft and tied network, computer and mobile phone the Windowsphone of force of 3 big platform brought infinite opportunity. the most popular selling dvd discovery .
In the meantime, microsoft is right the layout of smartphone market not con the best selling dog stairsfine is in mobile phone operating system. Since was rolled out June, its search engine " answer surely " in foreign market have rate climb successively litre, in Chinese market, because have Baidu and cereal song two strong in the way, its are strong effect had be notted reflect. Ac the best selling dog crates largecordingly, windowsphone is rolled out in China also be regarded as conduct propaganda " answer surely " chance. Serve platform through a network that is used at the mobile phone was being rolled out in China, microsoft popularizes his newest search engine to mobile phone user.
Last year September, baoermo spent a week time to visit the manufacturer dog stairs for car of 17 mobile phones with main whole world and wireless operation business full, the purpose strives for them to support the mobile phone operating system of Microsoft namely. Before these 4 months, general manager of branch of built-in device of OEM of Microsoft Asia-Pacific area Eddy claims publicly, the target of Microsoft is market of global smartphone operating system is acquired before 2012 the portion of 40% .
It is smartphone market of prosperity at the same time, it is to be encountered on four sides at the same time enemy, microsoft still has hope quite to future.
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