Microsoft Unveils ‘Windows Phone’ Concept; Too Little, Too Late

| Feb 17, 2009 | Wireless Services - Europe | Show Update

| Analyst: Emma Mohr-McClune

Current Perspective: Negative Vendor Importance: High Market Impact: Moderate

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Event Summary

February 16, 2009 -- Microsoft has unveiled Windows Mobile 6.5, accompanied by integrated services including an application store and a service to synchronise content and contacts using the Internet.

Analytical Summary

• Current Perspective: Negative on the launch of Windows Mobile 6.5 and the three new Microsoft-branded innovations it brings; a Windows mobile UI re-refresh, a new consumer data management service (My Phone) and a new applications store (Windows Marketplace for Mobile). Taken together, these three elements represent a case of ‘too little, too late’ in Microsoft’s crusade to re-establish itself in the consumer Mobile Internet 2.0 market, with no real USP in sight. This is a catch-up for Microsoft; Apple, Nokia, Google, and the wireless operator community are all a great deal further down the same path.

• Vendor Importance: High to Microsoft, as Windows Mobile 6.5 and related services flag up Microsoft’s major effort to compete in the same mobile services space as Google, Apple and Nokia. This is a first tentative step in the direction of a ‘Windows Phone’ concept which Microsoft hopes will strengthen its consumer mobile credentials in the face of quite considerable competition.

• Market Impact: Moderate on the emerging mobile Internet services market, as these three innovations – and the new ‘Windows Phone’ concept they signal – can only be viewed as a niche, mid-term threat at this point. In terms of consumer mobile services, Microsoft is now so far behind the innovation curve, it will need to accelerate madly to catch up.

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Current Perspective

Competitive Positives and Concerns

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