![]() Over time, users of these tools will come to identify them as Microsoft products. Along with popular and polished products, Microsoft has also inherited the dedicated users of these apps. ![]() The company's purchase of mobile productivity apps Accompli, Sunrise, and Datazen are part of this goal. Microsoft wants all of it's cross-platform apps to follow this precedent. ![]() It's a tool that users default to get things done. Microsoft Office, for instance, is present on all major platforms and is recognized as a Microsoft product. When a user uses any Microsoft product, regardless of what platform they may be using it on, Redmond wants them thinking - Microsoft. Thus, contrary to previous years when product names took precedence, Redmond's devices and software will now prominently boast Microsoft's branding. Though there are differences in execution, the primary portal to each firm's ecosystem is a dedicated mobile operating system.ĭuring Convergence 2015, Microsoft's Chris Capossela shared that the firm is focused on promoting the Microsoft brand. This is the current view of each firm's mobile presence. Recent shifts in Redmond's smartphone strategy look to reduce the company's hardware burden and encourage OEM innovation. Despite broader partnerships, 97% of Windows Phones in use have been manufactured by Microsoft/Nokia. Post purchase, with the inherent task of building its own hardware, Microsoft's model became a combination of its rivals models. Microsoft, before the Nokia purchase, had a model closer to Google's. It does indeed "just work" for 17% of the market. There is a high degree of synergy between the iPhone's software and hardware as a result. That's nothing to shake a stick at.Īpple, unlike Google, controls its hardware and software experiences. Over 80% of smartphone consumers are getting things done with Google services. Its mobile presence is facilitated by a proliferation of its software products and services through OEM partners. Google is primarily software-focused and geared toward getting its products to as many users as possible. "Google?" present!, "Apple?" present!, "Microsoft?", "Micr…?" present!!! ![]() Each company may, of course, do this differently.
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