Corporation Microsoft 11 November 2014 introduced a new budget smartphone Lumia 535. Its unlike its predecessor is that the name of Nokia in its name is not. Smartphone worth 110 euros (136 dollars) and is another step on the way to search Microsoft’s place in the emerging markets. Previously it was assumed that the software giant may move to Android.
As noted in the pages of CNBC commentator resource Arjun Harpal, analysts have advised the software giant to give the name of Nokia, and it supposedly will help Microsoft to increase the market share of its software. It is recalled that in April 2014, Microsoft acquired the direction to create Nokia devices and services for 5.44 billion euros (6.75 billion US dollars).
Analysys Mason analyst Enrique Castillo Velasco, told CNBC on the phone that we are talking about the possibility of dominance in the smartphone market entry level and not about competition with Apple in the category of premium devices. According to him, it is about trying to bring new devices Microsoft to a wider audience of consumers, mainly in emerging markets. The software giant will expand its ecosystem, increasing the number of applications and services.
After all, a great many applications are one of the main factors of the current leadership of Android and iOS.
And now it’s time to talk about what is going to oppose the Microsoft device inexpensive Android-smartphone. Microsoft Lumia 535 has a 5-inch screen and 5-megapixel camera. Telephone services on pre-installed Microsoft, including the Platform for video calls Skype, and OneNote. He is running the latest version of the mobile operating system Windows Phone. One of the new features was the Cortana, personal assistant, which is a direct competitor to Apple Siri.
It is known that the mobile platform Microsoft does not currently enjoys high popularity. As of the second quarter of 2014, according to IDC, the market share (among smartphone operating systems) Windows Phone was 2.5%, while Android – 84,7%, and iOS – 11,7%.
According to analysts, the rejection of the use of the name of Nokia smartphones will allow Microsoft to gain some popularity in North America, where the famous Finnish brand is not highly attractive. According to the head of mobile lines IHS Ian Fogg, if in Europe the Nokia brand is popular in North America, he was never a strong brand.
In his view, the strategy is to offer low-cost smartphones and expand its presence in that category instead of trying to compete in the segment of premium phones, which compete in incredibly difficult.
Will Microsoft mobile platform to cover a significant share of the smartphone market? Or in any case, users prefer Android-phone, even at this price? Will not only mobile, but also wearable Soup Microsoft mass?