In a smartphone market that's rife with competition and entrenched rivals, Microsoft successfully built a passionate fan base for its mobile platform.
Though Redmond's mobile efforts never met with the widespread consumer success the company would have hoped, what Redmond did achieve is respectable market share in some regions, and that was an admirable accomplishment.
After a late reentry into the mobile space with Windows Phone 7 in 2010, Microsoft began its mobile offensive from a daunting zero-percent market share. By that time, Apple had built up three years of momentum in impassioned consumer and third-party accessory support and two years of third-party developer support for the iPhone. Android had two years of the same by the time Microsoft rejoined the fray. Even a company with Microsoft's resources would find a springboard of zero-percent market share a difficult starting point from which to achieve any affection for its unique approach to mobile. But it still did.
Microsoft and carrier partners began promotional efforts with a slew of marketing that started to advance Windows Phone mindshare ever so slightly in the crowded mobile space. Though global share never exceeded three percent, a combination of early marketing efforts and a push of low-end devices ultimately propelled Windows Phone (the OS) to double-digit market share in some regions.
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