Microsoft’s big Mobile Push (Part 2)

n some ways it would be fitting for Windows to finally make some headway in the Mobile market, Microsoft was after all one of the early proponents of the SmartPhone. It has however, little of the cache enjoyed by Apple (who does) and, to a lesser extent, Blackberry, a fact freely admitted by Entertainment and Devices Division, president, Robby Bach, “We haven’t done a good job of positioning [our mobile products], period.”

The plan to remedy this is to make Windows practically indivisible from the new phone, an integral part of the brand – something which has been lacking thus far as Bach explains, “Most people who see a cool Windows Mobile phone don’t even know it’s a Windows Mobile phone. We have to communicate very clearly the value in that.”

However, as well as a dearth of marketing power, the current incarnation of Windows Mobile also enjoys only a fraction of the critical acclaim heaped on Android and the early versions of Palm’s new OS. Any attempt to make a serious play for market share would need to be backed up by a very favourable critical reception.

(Continued Tomorrow)

Related posts:

1. Microsoft’s big Mobile Push (Part 1)
2. Microsoft’s big Mobile Push (Part 3)
3. Kin phone by Microsoft being pulled from sale
4. Ballmer takes a hammering on Windows Mobile
5. Apple controls two thirds of Mobile Internet use
6. Emergency patches for Internet Explorer holes issued by Microsoft