By Gadjo Cardenas Sevilla
Microsoft unloaded a heady mix of exciting announcements, new technologies and developer news at its first Build 2016 conference keynote today. The company is pushing productivity and creativity, putting the Pen front and centre of the experience and getting ready to make Windows 10 even more universal.
One thing that seemed to be missing was any mention of moribund Windows Phone. The company, who kept mentioning Android and iOS in its demos, is apparently putting mobile on hold. The Verge's Tom Warren quizzed Windows and devices head Terry Myerson about this and the response doesn't sound good.
“We’re fully committed to that 4-inch screen, there will be a time for it to be our focus, but right now it’s part of the family but it’s not the core of where I hope to generate developer interest over the next year,” explains Myerson. “There’s no lack of recognition to realize how important that form factor is, but for Microsoft with Windows and for our platform it’s the wrong place for us to lead.” Myerson told The Verge.
Microsoft's CEO Satya Nadella once proclaimed that Microsoft was Mobile First but its own Windows Phone is sadly in mobile limbo
While it seems smart to focus on the biggest profit centres (i.e. Windows 10, Azure, Productivity Apps), Windows Phone won't be revived from it's precipitous state by shelving it for a later date. This is the sort of ambiguity that's driven developers away from platforms before and woefully similar to what BlackBerry is experiencing with BB10 (with marquee app devs like Facebook pulling support) because of the perception that it is no longer an area of focus. It is a sure way to lose the public who buys the phones as well as the developers who create many of the experiences and content that keeps users engaged.
Understandably, Microsoft can't continue to burn money in an area where it can't lead or even compete. It is no surprise that the ill-advised Nokia acquisition and subsequent failure to launch Lumia as a compelling consumer smartphone brand never sat well with Nadella, who was very vocal about focusing on areas that Microsoft was doing well in. This leaves a bad taste in the mouth for users and developers who want Windows Phone to succeed and those who see it as a good third player in the industry. These are the same people who feel Microsoft should make its mobile intentions clear or pull out of the smartphone market altoghther.
For now, Windows Phone and Lumia may be 'part of the family,' they are just not given the same love as all the other Microsoft products.
Soure: The Verge via Thurrott.com