Recently this Monday, Microsoft unveiled newly developed software, which manages tasks and operations on smartphones in the same manner as desktop computers. According to Michael Gartenberg, an analyst at Jupiter Research, Microsoft’s ultimate intent in the smartphone software market is to achieve the same level of success that they’ve experienced in the desktop software market.
“The IT folks, the same as it was in the PC environment, don’t want to roll out 10,000 devices. They want to roll out one device 10,000 times,” says Michael Gartenberg.
The new Windows Mobile Platform supposedly makes sending applications, emails, and a myriad of other online tasks easier. Microsoft is looking to sell over 20 million Windows Mobile Platform license by fiscal year 2008.
Scott Horn, general manager of marketing at Microsoft is confident that the new Windows Mobile Platform will take off by the end of July 2009.
According to Rob Enderle, a head analyst at Enderle Group, Microsoft’s Windows Mobile Platform is at a disadvantage to Research In Motion’s Blackberry. Unlike Microsoft, Research In Motion develops both the hardware and software for Blackberry. Furthermore, they retail directly to huge organizations that purchase these smartphones in bulk for their employees. Windows Mobile Platform enabled devices at present, are retailed separately in stores. As a result, Microsoft has set up a partnership with Enterprise Mobile to help retail Windows Mobile Platform enabled devices to major organizations.
While Windows Mobile Platform may prove to be simpler, I suspect that it will not completely overcome RIM’s influence in the mobile software market. Undoubtedly, Blackberry is more involved in the portable software market. It has long set up deals with major corporations, and in the process set up an age-old corporate consumer base. Microsoft however, is relatively new in the game. They’ve only recently partnered with Enterprise Mobile. Therefore, Microsoft may not achieve the same level of notoriety as they have in the field of desktop software. In order to overwhelm Blackberry’s success, Microsoft would need to achieve virtual ubiquity in the smartphone market. Given that Windows Mobile Platform enabled devices are only retailed in stores, I hesitate to believe that it will outmaneuver Blackberry’s lead.