Can Windows Phone Mango Reposition Microsoft and Nokia In The Mobile Apps Ecosystem?


Yesterday, we reported that Acer, Fujitsu and ZTE are all building and developing on Windows Phone 7. That was the same platform that Nokia had pitched to save itself from the likes of Android and iOS powered phones. Our concern was how can this company compete on margin and premium if the Asian brands are allowed by Microsoft to enter this game. It is a tough one because they can eventually make cheaper phones that will affect Nokia capacity to command great price on their products.


Mango, the next version of Microsoft Windows Mobile  version,  is planned to ship phones this fall. With these three companies, people will be buying phones built with Mango along with Dell, HTC and LG. While HTC will make on Windows, it already does for Android. But Nokia is different, it has embraced Windows Phone 7 as the primary platform.


Mango, a new version of Windows Phone 7, is an attempt by Microsoft to get into the app business. First started by Palm via WebOS, this is the hope to curtail the momentum of Apple iOS and Google Android. Unlike the two, Microsoft is still way behind in 3rd party apps with only paltry 17,000 apps in its Windows Phone Marketplace.


With these numbers, Microsoft is 5th with about 9% mobile operating system market share (2010), according to multiple researches. Android, iOS, Blackbeerry and Symbian all top it. Mango version supports Internet Explorer with HTML5 and hardware acceleration engine. It also has built-in voice-to-text and text-to-voice support. This will come with excess of 15 multiple languages including Chinese, Portuguese, etc.


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