Microsoft does not have their phone Lumia strategy: analysts – CNET in Spanish

The Lumia 950 XL Microsoft Sarah Tew / CNET

Yes, Microsoft still sells mobile phones

The technology giant on Tuesday introduced two new phones:.. the Lumia 950 and Lumia 950 XL, the first with the Windows 10 operating system Mobile official

However, the addition of two mobile telephones and a new OS does not necessarily mean that perception, or lack of knowledge that consumers have about the brand change from day to day.

Microsoft has enough challenges to overcome if you want your Lumia phone line – previously under the Nokia brand. – truly becomes a mobile power These challenges include competition from other hardware manufacturers, the widespread deployment of other operating systems and poor application store. Analysts see huge challenges facing Microsoft and doubt that can grow its market share significantly, at least in the short term. But Microsoft can not stay on the bench and stop participating

“All in the mature mobile market -. In the US and Europe, for example – have a cell then there is a segment that can be ignored because it is so important . We are in the era of cell phones, “said Tuong Huy Nguyen, principal analyst for Gartner mobile research. “What the PCs were 10 years ago, is what cell phones are today. Microsoft can try to grow that segment, trying to have a share of more significant market, but it will be difficult.”

According to the latest figures research firm Strategy Analytics, during the second quarter of 2015 global market share of Microsoft (Nokia) cell was 6.4 percent. This put the company in fourth place behind Huawei (7 percent) and ahead of Xiaomi (4.6 percent). Samsung maintained its leadership in market share with 20.5 percent, while Apple, in second place, was 10.9 percent.

In the United States, for its part, during the same quarter Microsoft He remained in the No. 8 position with 1.9 percent market share. Apple (27.9 percent), Samsung (23.6 percent) and LG (17 percent) were the most popular phone manufacturers in the US.

Microsoft bought Nokia phone division in April 2014 and late October 2014, began to replace the Nokia brand Microsoft Lumia

Windows 10 Mobile:. double-edged sword

When Microsoft developed its Windows 10 for PCs and tablets, OS did in order to become the universal ecosystem between their platforms; while Windows 10 Mobile would be the OS that would bring the cell to the ecosystem. Since its launch on July 29, Windows 10 has already been installed on 110 million devices worldwide, the 1,000 million that Microsoft aims for 2018.

But the fact that new Lumias use Windows 10 Mobile does not mean you will have a great welcome, as the host of the previous operating system – Windows Phone 8.1 -. has not impressed

According to figures from Strategy Analytics, global Windows Phone had only one penetration 2.6 percent of the market in the second quarter of 2015, compared to Android (82.6 percent) and iOS (14.1 percent). In the US, Windows Phone only got 2.3 percent of the market share during the same period.

Among the reasons behind the difficulties of Windows Phone is that the public only recognizes Windows and an operating system for PCs and not so mobile. “Windows is a standard OS for PCs … and this has also been an obstacle because it has been difficult for consumers to understand that Windows is mobile,” he said analyst Nguyen.

In addition, he said, that despite good Windows Phone phones – Nokia Lumia 1520 as our experts gave excellent reviewers- CNET, consumers had not had the best experience, particularly the shortage of important apps. “It’s not about having a lot of apps, but have key apps for each consumer,” Nguyen “They want the same experience with apps from OS to OS” he said.

Another reason for its growth it is difficult the market share of Windows Phone in emerging markets because consumers are more familiar with Android, and Windows would not prove so easily, Nguyen added.

But assuming that Microsoft has a strategy to grow Windows 10 Mobile, this does not necessarily include the Lumia. “They are trying to reach other vendors and yes, we will grow in areas of OS,” said Tina Lu, senior analyst with Counterpoint Research. “We are pushing more devices via more alliances, but Android will not fail to be absolutely the winner.”

But if it grows in other Windows 10 Mobile phones, Microsoft would not sacrifice sales of Lumia

“Yes, they are willing to let that happen. It is clear that the strategy is to let that happen,” Lu said. “I think he will not add more attention to Lumia, and that also sees Microsoft whose strategy right now is just to push Lumia Windows 10 is not a differentiator. No adds to Microsoft”.

The uncertain future of Lumia

Although Microsoft Lumia phones have many rivals – Samsung, Apple, Huawei, Xiaomi, LG and HTC, mainly – the company will continue its course .

Counterpoint Research figures for 2015 predict that Microsoft will distribute 40 million units of their phones and that number will grow slightly in 2016 to 50,000,000 units. Growth, Lu said, is due to robust distribution channels leaving Nokia and “will allow us to continue fighting.”

Since the cell are essential devices in the lives of users and are key the ecosystem of many manufacturers of consumer electronics, the Lumia phones still serve as a great potential for Microsoft.

“I think Microsoft is far larger than the phone, but is trying to touch all aspects of the consumer experience. I’m not sure if the phones are the easiest goals to achieve, but they are his most important opportunity, “Nguyen said.