WP7.5 will go through three levels

In the past few years, only two smartphone operating system platforms dominated the market, Android and Apple. On March 21, Microsoft’s WINDOWS PHONE 7.5 (WP7.5) was officially launched in China. Only two major market structures are expected to be broken. According to Liang Nianjian, Microsoft’s global vice president and CEO of China, surpassing Apple is only a “temporary goal” and Microsoft’s long-term goal is to replace Google Android as the leader in the Chinese smart phone market. It should be said that the current smartphone operating system platform, Apple is too closed and Android is too open, is to leave the market space for Microsoft's seizure of the market, and Microsoft WP7.5 many improvements in the function of a certain bright spot. Microsoft has a certain chance of surpassing Apple, but there are still many challenges to surpass Android.

It should be said that the WP7.5 released by Microsoft has many highlights. One is the cloud. Liang Nianjian said that the release of WP7.5 is now "time, location, and people, because Microsoft's cloud is ready." Compared to other platforms, Microsoft has "cloud" as a trump card, Microsoft's mobile user cloud (SKYDRIVE) provides 25G of free space for each user, each user can make SKYDRIVE free of charge as part of their mobile phones, "cloud + end" Interaction can provide users with different experience than other platforms, so that users "end" more "thin" and get more features and services at the same time. The second is the consistent experience of PC and mobile. As more and more users move their office from a PC to a mobile phone, Microsoft’s years of desktop advantage and years of user stickiness make it attractive for people who need mobile work. The third is more personalized features. For most consumers, social and entertainment convenience and ease of use are the focus of their attention. The personalized technologies such as social integration provided by WP7.5 have a certain appeal. Microsoft currently has a 2% market share in the smartphone market, compared with 13% for Apple. Some analysts predict that by 2016, Microsoft’s market share is expected to exceed 16%, but it’s still more than 77% of Android already in the market. Road.

First of all need to win more support from mobile phone manufacturers. Microsoft itself does not produce mobile phones, so it must win the support of smart phone manufacturers. This time, Microsoft’s WP7.5 China conference has exhibited several smartphones preinstalled with Microsoft systems produced by Nokia, ZTE and HTC. In the early days when WP7.5 was released globally, there were more mobile phone manufacturers involved than ever before. In China, the world’s largest mobile consumer market and production market, the reduction in the participation of hardware manufacturers revealed the mobile phone hardware manufacturers’ WP7. 5 wait-and-see attitude. Zhang Yaqin, Microsoft's senior vice president and chairman of Asia-Pacific Research and Development Group, said at the 2012 IT Summit held from March 24th to 25th that there are already more than a dozen mobile phone hardware manufacturers supporting WP7.5. Even so, Microsoft still needs to work hard to win more support from hardware manufacturers. After all, most mobile phone manufacturers now choose to support Android. If we want to subvert the situation and pull them into the Microsoft camp, Microsoft must make more efforts.

The second needs to win more application developer support. At present, Microsoft has published 70,000 applications for its mobile application store, which is far lower than the number of applications in the Apple App Store. Even according to Microsoft's claim, there are still 400 applications generating uploads every day, and it is not easy to exceed Apple. Prior to the release of WP7.5, research institutions Appcelerator and IDC have conducted relevant surveys. Surveys show that only 37% of mobile application developers interested in the system are interested; 90% of respondents indicated that they are interested in the iPhone or iPad. In terms of developing applications, 80% of respondents expressed interest in developing applications for Android phones. To this end, Microsoft launched a spring "Phone" developer program specifically for application developers, the goal is to attract the support of all developers. However, no more explicit information has yet been revealed. Microsoft has to invest more in the developer to copy its influence on the desktop to the mobile terminal market.

The third upgrade from WP7.5 to WIN8 is only a few months, and it needs to eliminate user wait-and-see emotions. At present, WP7.5 uses the WINCE kernel. By the end of this year, Microsoft's WIN8 will be fully adopted with a new kernel, which will truly realize the user experience of three-screen integration. From now until the end of the year, it is only 8 to 9 months. With such a clear product update schedule, users will inevitably think that WP7.5 is a transitional product. To make users eliminate doubts about using "transitional" products, Microsoft needs to release more convincing reasons to educate and persuade the market.