Open Letter to Nadella – Save Microsoft Mobile

by Vishal Toshiwal 3

Microsoft

Dear Mr. Nadella,

Microsoft has been in the mobile business since it first announced its mobile platform, Windows Phone OS in October 2010. Since then, it has been coupled with many of handsets competing with flagship models in the same peer. Mostly, Nokia was the only company to load its latest devices with Windows Phone OS. The company, which could have been bigger than brands like Samsung, LG in mobile business had to get out of mobile business because it was losing quite the share market.

The Redmond giant, which bought the mobile handset business from Nokia in 2013, for US $7.17 Billion now is going to shut down the Nokia phone unit and has taken a US $7.6 Billion write-off, which is more than they paid for acquiring the Nokia’s phone business. Thereby laying off 7,800 job cuts in the company, which now gets to a total of 26,000 layoffs since the Satya Nadella has, became the Chief of Microsoft.

I have some suggestion for you that might help those employees that you are laying off, which you shouldn’t have to. Also, this is our perspective of what Microsoft Mobile can be in a near future.

What’s wrong with Windows Mobile Platform

There are mobile platforms that have a good ecosystem of apps, and then there are those who don’t have it. It’s that simple. The mobile operating system design sometimes matters less than what its ecosystem really offer. Does it have a good implementation of apps? Are there many apps on the App Store? Or are there even the necessary apps of popular software makers in the App Store? These are all the things that are generally should be present to make a good ecosystem so that users can make use of it.

There’s no doubt that Microsoft might have tried many things to woo developers to build their apps on Company’s mobile platform. But somehow in the end, it doesn’t go in favor of them, as most software studios; end up not launching on Windows App, let alone porting their existing Android or iOS apps to Windows Phone platform.

Microsoft needs to establish good relations between developers, and create a community. Due to lack of their mobile users, developers have not taken interest in building apps for Windows Phone platform and also company hasn’t been a receiving kind.

One of the things that we have heard amongst Windows Developers that, the Microsoft doesn’t offer much help in terms of laying instructions in building a Windows Apps. While the big studios won’t go where the users are less, they focus on Android or iOS apps, but if there’s a little help given by company, then not even the beginner level developers would care to create apps on their platform.

Though, people still love the flat design UI that Microsoft devices offers, but here isn’t much functionality and deep integration of apps available on this platform, much less the number of apps.

Adopt to Android

There is always a Question, whether Microsoft should adopt Android OS for its devices business. It has already been a question for some time, most of the publications have marked it as dangerous, but if company comes to think about it one more time. It would make sense to them. For instance take an example of Nokia only, the Finland firm might have sold its handset business to Microsoft, but after couple of months only, company announced its entry into the tablet business with Nokia N1 tablet, which is powered by Android. It created a lot of buzz and company first started with selling in China, but their Android device is now available outside of the China.

Of course, this might not make sense for a software company to not promote its own OS than adopting others for their handset business. The software giant is any way laying off its staff in mobile business; instead they can utilize all that good talent in making something out of it, investing in Android powered Microsoft device. Nokia wasn’t able to do that while it has an exclusive partnership with Microsoft for Lumia devices, but now they are doing it. Same thing, Microsoft can implement as it has more resources at its command, rather than laying off that talent. If the company keeps continuing its current scenario, then only the time would tell that Mr. Nadella would be laying off more number of people in future.

Stop Mixing Desktop & Mobile

Windows hasn’t played well with both Desktop and Mobile since it started to fusion these two into a single entity. Earlier, Windows Phone was called as Windows Mobile, and it was very clear cut that the operating system would have a different set of apps and run on mobile only. After introducing Metro UI on Windows Phone 7 OS, the confusion was created by the manufacturer, as well as the path to making that entity same as Desktop has been overwhelming to its mobile users.

Then, the company announced Windows 8, which introduced the Metro UI style on the desktop, and that’s when it got more cluttered than the company wanted it to be. Jumping to the current situation, after two years on Windows 8, the company realized that they should make a platform that would work on all system. While boarding almost the similar train that Apple has been doing all along, but Microsoft forgets the one thing again, that they would be giving Windows 10 free on their mobile devices but not for desktop users. Whereas Apple doesn’t charge you for the Mac OS either.

The company should have stick with standalone Operating system for their desktop and mobile devices. For instance, take the example of what Google did with its Chromebook business; they’re giving Android apps experience on their Chromebooks without violating the confusion between desktop and mobile platforms.

In a recent, report it as revealed that top brands like HP, BlackBerry, HTC, and Sony have failed to woo the consumers to buy their smartphones and has lost most of their market capital in the span of less than five years. This proves that, if the money not well invested in making a good ecosystem would probably lead to the demise of the brand.

In order to create a mobile like experience, company messed up the PC interface for its Window 8. It has been marked as a the most confusing desktop operating system. While that also have affected the development of Windows 8 for phone, as what features should have been on a mobile OS is still not present on their OS, like any popular mobile OS have. All because to make mobile and desktop OS more similar and eventually into a one entity as Windows 10.

I hope you consider some suggestions that have made here. Those talents can be utilized better and your company can become valuable if it start valuing their customers, who have faith in the Windows Mobile Platform.

Sincerely,
Vishal

Vishal Toshiwal

Born in West India, raised in the North and currently chasing dreams in the southern part of India- Vishal is an entrepreneurial spirit, a tech enthusiast and a writer by profession, who is busy taking pictures when he is not writing. He would love to talk to you about the latest movies, TV shows and DC/Marvel comics. As a personal rule, he doesn't let a day get by without at least one dessert. Because, why not?

  • Great letter I can see improvements coming from this!

  • Kaushik Medhi

    Nice to see Microsoft is thinking now

  • Rohith Iyer

    Give support for all ecosystems and I think one way to survive will be to develop more of dual boot smartphones (android+windows) which will definitely help both the OS.