Microsoft Exec's Comments Suggest 'breakthrough Surface phone' is Needed and Coming

[dgstorm]

The latest comments from Microsoft's Chief Marketing Officer (CMO) Chris Capossela make it clear the company is acutely aware they need to build a more compelling smartphone in order to get competitive in that arena. According to Capossela, that even though their flagship Lumia 950 is solid, Microsoft still has more work to do, if they are going to get consumers to "move from an iPhone to one of [Microsoft's] phones."

In a recent Twit.TV Windows Weekly show, Capossela shared that Microsoft needs, "We need more breakthrough hardware work, we need more breakthrough experiences." He added that Microsoft needs to find the same success with smartphones that they have with the Surface tab, akin to, "some sort of spiritual equivalent on the phone side that doesn't just feel like a phone for people that love Windows."

His comments support his previous hints that Microsoft is working on a "breakthrough Surface phone." He also added, that Microsoft still needs "...time to actually build that." Capossela elaborated by making it clear that smartphones need some basic app functionality that the current crop of Windows phones do not have. He said,
"You need Snapchat, you need Instagram ... you need Uber, gotta have it. There's 10-15 apps that you just have to have on the phone."

We agree. If you build it, we will come, and buy it!

Source: Windows Weekly 445 Microsoft Marketing Chief Chris Capossela | TWiT.TV

 

[kwright]

It is obvious that they are planning to skip the current iteration of smart phones and move directly to a phone sized tablet that will run x86 software.

 

[benjitek]

They allowed Windows Mobile/PocketPC represent their best effort for far too long while the mobility market catapulted on by. Clown mascots ushered in the launch of Windows Phone 7 which failed to catch the interest of consumers. Ever since, there's always going to be something 'coming-soon' that will turn it all around, but nothing ever does. At this point, it doesn't appear likely anything ever will

 

[dajogejr]

At this point, it doesn't appear likely anything ever will.

If they gave up after the original surface, you'd be right.
I agree their mobile offerings have been a joke thus far.

But they built a winner in the surface lineup, I like the way the the new Lumia phones look, and a consistent ecosystem, finally with W10 is a step in that right direction as well.
I hope they get it right and soon.
Time will tell.

 

[benjitek]

...their mobile offerings have been a joke...

It'll be interesting to see what happens, they're not too far from the 10 year mark, with luck their global market share could celebrate by graduating from single digit... Maybe they'll bring the dancers back to mark the occasion

 

[Compusmurf]

They will dump it on one US carrier like they did with the latest and wreck their chances here.

 

[GreyFox7]

Giving away the hardware for Free is probably they only chance left but without the Apps people want it may not help.

So really the success model at this point is: Free phone and Free Apps and sell "Services". Still, you need people that would use them and " buy services". Who are these people? Ah, the missing link... Free Cellular Service + Data, that would get customers on board.

You might be able to sell ... Phone + 10(pick a number) of the 100-200 most popular Apps, + Free Cellular Service unlimited simple text and calling for 2 years, + Free 1GB Data per month for 2 years all for the low low price of just $599.99 or 13 easy payments of $49.99

 

[benjitek]

Free Cellular Service + Data, that would get customers on board... ...Free 1GB Data per month for 2 years all for the low low price of just $599.99 or 13 easy payments of $49.99

Even then, most of those purchases would likely be for the SIM card, which would wind up in an Android or Apple device...

 

[GreyFox7]

Even then, most of those purchases would likely be for the SIM card, which would wind up in an Android or Apple device...

That could be defeated and would be appropriate... lock it to the device and disable if not in the original phone. Cry all you want, it's free for this device and no other.

 

[benjitek]

That could be defeated and would be appropriate... lock it to the device and disable if not in the original phone...

Then it would appeal to the few that already use Windows phone's, or those who could figure out how to hack through those 'appropriate' limitations.

 

[GreyFox7]

Then it would appeal to the few that already use Windows phone's, or those who could figure out how to hack through those 'appropriate' limitations.

You need to imagine that they can pull off the App issue and that the Free Apps give them at least some of what they want. without which... you would have an iPhone tethered to a Windows Phone with Free Cell Service . um, yeah so no tethering a idevice or an Andy device either.
The locked unremovable Sim is unhackable but hacking it results in automatic fee/fine and termination of Free service.

 

[benjitek]

The locked unremovable Sim is unhackable but hacking it results in automatic fee/fine and termination of Free service.

Then that leaves the current users of the platform as the potential customers base, a non-event for the single digit global market share