Microsoft enters a new era after purchase of Nokia, promises 'we're not like everybody else'
Microsoft has to continue to build its mobile platform while creating both polished high-end devices and Nokia-branded feature phones
Last Friday Microsoft completed its purchase of Nokia’s mobile phone unit and this week the company officially entered a new era with its first Microsoft-branded Nokia advert.
For once the company gets a chance to tout its ‘underdog’ status, with the new spot depicting a black and white world where the only splash of colour comes from enlightened consumers using Windows-powered devices.
Positioning themselves as the rebels may be a solid (if unimaginative) advertising strategy for Microsoft, but it’s not something that the company wants to see reflected too enthusiastically in the market. Unfortunately the latest figures show exactly that.
Breakdown of global market share from Kantar Worldpanel show Apple regaining ground in the first quarter of 2014 and Android continuing to dominate. Google’s mobile operating system took home 70.7 per cent of the global sales followed by iOS with 19.2 per cent and Windows Phone with 8.1 per cent.
Dominic Sunnebo, the strategic insight director with Kantar, commented that Microsoft had had a tough start to the year “as a result of its entry-level Nokia models facing fierce competition from low-end Motorola, LG and Samsung Android smartphones.”
In richer countries like the UK and the US Apple holds a greater market share (32.1 per cent and 35.9 per cent respectively) while developing markets like Brazil and China show more of a sway towards Google devices (87.6 per cent and 80 per cent respectively).
Now that the purchase of Nokia’s mobile unit is complete (the Finnish company still retains three core businesses covering network infrastructure, maps and a licensing arm) Microsoft has a big challenge ahead, juggling the development of Windows Phone as a platform while continuing to ship its own, polished hardware under the Lumia brand.
The difficulties facing the Redmond giant can be compared with those that eventually defeated Google after it purchased Motorola’s mobile unit only to sell it two years later to Chinese firm Lenovo. And unlike Google, Microsoft doesn’t have an already-popular operating system licensed by various companies pumping out varied designs – it’s trying to build that at the same time.
As their new advert shows Microsoft certainly isn’t ‘like everybody else’, but whether they can make that work for them remains to be seen.
Life & Style blogs
Penis size study: what's 'normal' anyway?
Drugs Live cannabis trial: Hash is less harmful than any other drug, expert claims
What happens to your body when you give up sugar?
Penis size: is there a correlation with sexual satisfaction? A scientific look
Majority of UK women don't bathe or take a shower daily
Durham Free School: 'Creationism taught at' free school facing closure
Nearly 100,000 of Britain's poorest children go hungry after parents' benefits are cut
Ukip would cut billions from Scottish budget to fund English tax cuts
End of the licence fee: BBC to back radical overhaul of how it is funded
Ukraine crisis: Top Chinese diplomat backs Putin and says West should 'abandon zero-sum mentality'
Boris Nemtsov shot dead: Outspoken Putin critic who had expressed fears for his life is killed near the Kremlin
- 1 What happens to your body when you give up sugar?
- 2 Have sex with your iPad thanks to the new sex toy no-one asked for
- 3 Bali nine: Welcome to 'Execution Island' – the Indonesian holiday resort where foreigners are sent to die
- 4 The 'sex selfie stick' lets you FaceTime the inside of a vagina
- 5 Why you're almost certainly more like your father than your mother
iJobs Gadgets & Tech
£45000 - £55000 per annum + benefits: Ashdown Group: Senior VMware Platform En...
£32000 per annum + pension, healthcare & 23 days holiday: Ashdown Group: A gro...
Negotiable: Ashdown Group: Software Application Developer (C# & ASP.Net, SQL S...
£27000 - £33000 per annum + Excellent benefits: Ashdown Group: Front-End Devel...