Reportlinker Adds Windows Phone 7: Microsoft's Smartphone Challenge Report 2010

Dec 01, 2010, 11:39 ET from Reportlinker

NEW YORK, Dec. 1, 2010 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

Microsoft is poised to launch its much awaited Mobile OS "Windows Phone 7" during the holiday season of 2010. The company has started over with a rigorous effort to re-invent itself as a consumer-driven mobile OS and application provider.

Amidst these developments, Visiongain brings the latest exclusive report focusing on the re-emergence of Microsoft as a key player in the smartphone market in 2011 and beyond.

The report offers an opportunity to our readers to gain insight into all the latest developments and strategies that are shaping Microsoft as it plans to regain its market share in the smartphone market amidst increasing competition.

Readers will discover how Microsoft's game plan of focusing on the software and services powering the three screens (TV, mobile phones, PC) and cloud (internet) can provide them the competitive advantage over Apple and Google.

The report goes a step further and offers a comparison between Nokia and Microsoft's falling market share and how the two companies can derive synergies using each other's ecosystem. The report draws similarities and differences in the approaches followed by Nokia and Microsoft as they try to revive their market position. The comparison is of strategic importance as both companies have the resources and capabilities to succeed, however are not able to derive competitive advantage through internal strengths. Nokia and Microsoft can however plan to work in close alliance or form partnerships to get competitive advantage.

The report then examines whether the company's significant R&D investments in Windows Phone 7 will pay off commercially, starting in 2011. We believe that Microsoft must not be considered as a weak competitor or a partner to work with, as it tries to reinvent itself with an enhanced portfolio, marketing and product innovations in 2010. In 2009, when most companies cut back their research budgets, it spent as much as $9.5 billion on new products, up from $8.1 billion the year before. It is thus vital for vendors, network operators, OEMs, ODMs and other players in the wireless value chain to understand the strategies of Microsoft, and plan accordingly.

Since 2008, Microsoft's profitability in wireless has taken a downward turn due to poor planning. A year ago, Microsoft had a 10.2% share in the mobile OS market. According to our estimates, as of June 2010, Microsoft commands a 6.2% share in the handset market. The recent launch of Kin and its ultimate debacle has further casted a shadow on Microsoft's future in wireless.

In 2011, Microsoft plans to gain solid ground over its competitors both in terms of design and profitability. The strategy of product innovation is being combined with value discipline of customer intimacy to challenge competitors. We believe that the success of Windows Phone 7 is critical and will either make or break Microsoft's ambition in mobile OS market. Provided Windows Phone 7 is successful, Microsoft will have a solid base to implement emergent and planned strategies to improve on its market share beyond 2011.

In order to revive its market position, Microsoft needs to capture value across the entire handset ecosystem and the most important building block in this tenet is the device platform. Visiongain believes that Microsoft needs a successful mobile OS platform which it can use as a foundation for all its future applications and services.

Visiongain believes that Microsoft can regain its market position only if it capitalises on opportunities and mitigates threats in its way. With huge growth expected in the smartphone segment both in saturated and emerging markets; Microsoft must position itself favourably by leveraging on its core competencies. Microsoft cannot stop at this juncture. They have to focus on making their mobile platform and other mobile software solutions the best in the market and should aggressively drive that into the mobile phone market. Visiongain believes Microsoft will have a 12% market share for its Windows Phone 7 by 2015.

Increase your understanding of this exciting market by ordering this brand new exclusive report today.

Table of Contents

E.1: Microsoft is struggling to sustain its position in the Mobile OS Market

E.2: Microsoft realises that Mobile Space is different from PC Industry

E.3: Microsoft's Future (beyond 2015) depends on its Success in Mobile Industry

E.4: Strategies that can bring Success for Microsoft

E.5: Conclusion

1.1 Microsoft's Product Portfolio

1.2 Microsoft's Business Divisions

1.3 2010 Fact Sheet

1.4 Microsoft's Foray in the Mobile Domain

1.5 Microsoft's History in Mobiles

1.6 Issues Facing Microsoft in Mobile Industry

1.6.1 Faltering Roadmap

1.6.2 Competitors Succeed where Microsoft Fails

1.6.3 Dwindling Customer Confidence

1.6.4 Microsoft Fails to react as the Handset Industry moves from Horizontal to Vertical Integration

1.7 Aim of the Report

1.8 Structure of the report

1.9 Research Methodology

2.1 Variables Affecting Microsoft

2.1.1 Smartphone Demand Saturated and Emerging Markets

2.1.2 Increasing Competition

2.1.3 Data Service Adoption Rate

2.1.4 Number of Application Developers working on the OS Attracting the Best Developers

2.2 External Environment Analysis

2.3 Five Forces Analysis

2.4 Industry Trends that can Offer Growth Opportunities to Microsoft

2.4.1 Application Store

2.4.2 The Market Followers App Store Market Forecasts Microsoft's positioning in App store

2.4.3 Popular Applications where Microsoft can capitalise on its Brand Image Enterprise Applications Mobile email Location-based Services Gaming Trends in Gaming Microsoft's Strategy in Gaming Gaining Competitive Advantage in Gaming Gaming Market Statistics

2.4.4 Mobile Advertising Google's Position in Advertising Apple's Position in Advertising Operators' Positioning on Advertising Microsoft's Position in Advertising

2.4.5 Mobile Content and Discovery Microsoft's Strategy in Search

3.1 Microsoft's Mobile OS Portfolio

3.1.1 Windows Mobile 6.5

3.1.2 Enterprise Handheld Devices

3.1.3 Windows Phone 7 Windows Phone 7 UI

3.1.4 Windows 7 for slates: Will it Work?

3.1.5 Kin

3.1.6 OS Summary

3.2 ActiveSync

3.3 Mobile Applications and Services

3.4 Cloud Computing Services for Mobiles

3.4.1 My Phone

3.4.2 Windows Marketplace

3.4.3 Live Services for Mobiles

3.4.4 Live Search

3.5 Microsoft's Strategies

3.5.1 Three Screens and a Cloud Strategy

3.5.2 Microsoft's Business Model

3.5.3 SaaS Business Model

3.6 Microsoft's Core Competency

3.7 Microsoft's Market Position

3.7.1 Smartphone Market Share

3.7.2 Enterprise Handheld Market Share

3.7.3 Ruggedized Device Market Share

3.7.4 Tablets Market Share

3.7.5 Advertising-supported revenue

3.8 Microsoft's Geographical Markets

3.9 Financial Performance in Mobiles

3.9.1 Online Services Business

3.10 R&D Spend

3.11 Summary

4.1 Microsoft's OS Competitors

4.1.1 Apple

4.1.2 Symbian Symbian's Platform Strategy

4.1.3 Linux based OSs MeeGo LiMo Lack of App Availability for LiMo

4.1.4 RIM's BlackBerry OS

4.1.5 WebOS

4.1.6 Bada from Samsung Electronics

4.1.7 Google Android

4.2 Microsoft's Application and Services Competitors

4.3 Summary of Key Competitors

4.4 Partnerships

4.4.1 OEM Partnerships LG HTC Is Partnership with HTC losing its charm? Sharp Samsung ASUS

4.5 Operator Partnership

4.5.1 Verizon Wireless

4.5.2 AT&T

4.5.3 Orange

5.1 Market Statistics

5.2 Business Model Overview

5.2.1 Horizontal Business Model

5.2.2 Vertical Business Model

5.2.3 Microsoft and Nokia Struggle with their Business Models

5.3 Nokia: Company Analysis

5.3.1 Nokia's Emergent Strategies

5.4 Challenges Facing Microsoft and Nokia in Mobile Industry

5.4.1 Innovation Pace

5.4.2 Shifting Customer Loyalties

5.4.3 Changing Industry Environment

5.5 The Nokia's Smartphone Challenge

5.6 Success Strategies for Microsoft and Nokia

5.6.1 Opportunities to Grow

5.7 Strength and Weakness Comparison between Microsoft and Nokia

5.7.1 Can Microsoft and Nokia Benefit from a Closer Alliance, Partnership or a Merger?

6.1 Options in Front of Microsoft

6.1.1 Embracing the Vertical Structure? Scenario 1: Dooms Day Scenario 2: New Frontiers

6.1.2 Success Strategies Ensuring that Windows Phone 7 is Fault Free Ensuring that Windows Phone 7 has a strong ecosystem Focusing on Cloud Capture value across the handset Ecosystem

6.2 Microsoft's Future in Mobile

6.2.1 Market Share of Windows Phone 7 in 2015

6.2.2 Market Share Statistics in Enterprise Handset Market (2015)

6.2.3 Expected Market Share in Slates (2015)

6.2.4 Microsoft's Mobile Gaming Revenues by 2015

6.2.5 Microsoft's Position in Search by 2015

6.3 Conclusion

Table 1: Microsoft's Portfolio

Table 2: Microsoft's Business Divisions

Table 3: Microsoft's Fact Sheet

Table 4: Microsoft's Mobile Industry Growth History

Table 5: List of Wireless Industry Variables

Table 6: OEM's Issues with Microsoft

Table 7: PEST Analysis

Table 8: App Store Comparison

Table 9: App Store Statistics

Table 10: Reasons for Popularity of Mobile Gaming

Table 11: Mobile Gaming Trends

Table 12: Microsoft's Mobile Gaming Features

Table 13: US mobile ad spend 2009

Table 14: Mobile Advertising Statistics

Table 15: Microsoft's Mobile OS Portfolio

Table 16: Windows 6.5 Features

Table 17: Windows 7 Features

Table 18: Microsoft's Cloud Services

Table 19: Comparison between Mobile Devices

Table 20: Microsoft's Entertainment and Device Divisions Earnings

Table 21: Microsoft's OSB Business Earnings

Table 22: Symbian OEMs

Table 23: MeeGo Features

Table 24: Key Mobile OS Statistics

Table 25: Nokia Vs Microsoft

Table 26: Challenges Facing Nokia and Microsoft

Table 27: Microsoft/Nokia's Strengths and weaknesses

Table 28: SWOT Analysis

Table 29: Pro's/Con's of Introducing Windows Phone 7 in 2010

Figure 1: Report Framework

Figure 2: Causal Loop Diagram

Figure 3: Macro Environment

Figure 4: Five Forces Analysis

Figure 5: Product Portfolio

Figure 6: Microsoft's Windows Phone 7

Figure 7: Microsoft's Strategy Analysis

Figure 8: Industry Attractiveness

Figure 9: Product Line/Price Comparison

Chart 1: Smartphone Shipment by Operating Systems and Geographical region (2009)

Chart 2: Smartphone Growth (2009-2015)

Chart 3: Smartphone Sales (2009-2015)

Chart 4: Average number of downloaded apps

Chart 5: Average paid and free applications downloaded by Operating system type

Chart 6: Application Price

Chart 7: App Store Users

Chart 8: App Store Revenues

Chart 9: Most popular app categories (selected app stores)

Chart 10: Most popular app categories

Chart 11: Mobile Gaming Revenues

Chart 12: Google's Revenue Source

Chart 13: Mobile OS Market Share (Q1 2010)

Chart 14: R&D spend as % of total Revenues

Chart 15: Microsoft's Smartphone (Windows Phone 7) Market Share in 2015

Chart 16: Microsoft's Enterprise Handset Market Share in 2015

Appendix A - About Visiongain

Appendix B - Customer Feedback Form

Companies Listed





Aspect Software





Chunghwa Telecom

Cingular Wireless




Deutsche Telekom AG

EA Mobile
















Millennial Media


Micro Focus International








Nokia Siemens




Orange, UK











SK Telecom


Sony Ericsson


Sun Microsystems


Telecom Italia



T-mobile, USA



Verizon Wireless




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Nicolas Bombourg



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