Partners: Microsoft's Mobile Integration Key For Windows Phone

On the heels of the Microsoft's Windows 10 launch last week, partners are expressing high hopes that the upgraded operating system will propel Microsoft's mobility efforts, particularly around Windows Phone.

The Redmond, Wash.-based company's launch event last Wednesday revealed several features aimed at transitioning the traditional Windows operating system from its natural PC environment to various mobile devices such as tablets and phones.

Although Stephen Monteros, vice president of business development and strategic initiatives at Sigmanet, an Ontario, Calif.-based solution provider and Microsoft partner, thought that the mobile component got lost in the entire Windows 10 event, he said the implications of Windows 10 on Microsoft phones is the "key takeaway from the launch."

[Related: Partners Decry Lack Of Notification On Windows 10 Free Upgrade]

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"The integration of the OS to the phones was the meat of the launch. When I look at Google, it's done a really good job integrating Android products and making everything enabled for various devices," he said. "Microsoft has not been as strong in this area. But now I can see they're putting together a strategy and they're beginning to announce some of it."

The hook behind Windows 10 is its universality across different device platforms, including phones, PCs, tablets and 2-in-1s. According to Terry Myerson, executive vice president of Microsoft's Operating Systems Group, Windows 10 for phones features a fast, fluid experience that interacts with the user's PC.

From an app developer's perspective, this new universality indicates an important benefit for app developers, as they can build apps that target a broad range of devices, including the PC, tablet and phone, said Monteros.

"I'd like to see the app development community build around this. Phones are driving what's going on right now. It's a prevalent device. … I do as much on my phone as any other mobile platform," said Monteros.

As an additional incentive to existing mobile users, Microsoft said it would give free upgrades to Windows Phone 8.1 users to Windows 10 for the year after the new OS launches.

The increased focus on mobility could help Microsoft go a long way. An IDC report released in December showed Windows Phone lagging behind Android and iOS in terms of worldwide smartphone shipment market share in 2014, holding only 2.7 percent market share while Android had 82.3 percent and iOS had 13.8 percent.

Douglas Grosfield, president and CEO of Ontario-based Xylotek Solutions, a Microsoft partner, said Windows OS has had a rocky history of running on Microsoft phones, but the company is making important strides.

"Cellphones running a Windows OS seemed like such a great idea years ago when they started working on figuring out how to be competitive in a market controlled by RIM, Apple, Palm, and even as Android emerged as a player in this space," he said. "The first few iterations were frankly horribly done and saw little market penetration or adoption. Fast forward to Windows Phone 8 and 8.1, coupled with Microsoft’s strong integration with the hardware platform after acquiring Nokia, and the world began to change a little."

Now, Microsoft's new focus on factors like integration and interoperability could make the company stand out of the other pack of tech giants with Windows 10, he said.

"Microsoft finally had a valid and interesting story to tell in the massive and growing smartphone market, amidst market-share losses by Apple, Samsung and other Android platforms, and the emergence of BlackBerry from the ashes of RIM as a competitive force yet again," added Grosfield. "The best part of the story is yet to be told entirely, as Windows 10 is very well placed to provide the same stable and reliable, always up-to-date OS on your superphone as you will have on your Windows PCs, laptops and tablets."

NEXT: One Analyst's Take On Windows Phone

While some partners stated that Windows 10 would boost Microsoft's mobility space, one analyst thought that the software giant needs to do more.

"My only criticism of the launch … was it wasn't a strong case for Microsoft's smartphones," said Patrick Moorhead, president and principal Analyst of Moor Insights & Strategy.

"Microsoft's theory seems to be that users will go with Windows Phone based on a general love for the Windows OS and Microsoft PCs," said Moorhead. "If Windows 10 comes out later this year, how long will it take for people to fall in love? Strategically, that approach is a high risk. It's important that phones do something that other phones don't do."

According to Myerson, later in February Microsoft will release its first Windows 10 technical preview for phones.

PUBLISHED JAN. 26, 2015