That would be a reasonable assumption. Android is huge. iOS is not quite so huge but huge. And, Microsoft Windows Phone? Quick. Can you name anyone who owns a Windows Phone? Apparently, they are difficult to discern in the wild because, well, you know– all smartphones look alike. Here’s the surprise.
Windows. Surface. Phone.
Gartner, the highly educated and well-dressed folks who make up numbers about business and get paid to call it research have determined that 1) smartphone sales are going down, and, 2) Android and iOS own about 99.99-percent of the smartphone market. Anshul Gupta:
First, upgrades from feature phones to smartphones have slowed down due to a lack of quality “ultra-low-cost” smartphones and users preferring to buy quality feature phones. Second, replacement smartphone users are choosing quality models and keeping them longer, lengthening the replacement cycle of smartphones. Moreover, while demand for high quality, 4G connectivity and better camera features remained strong, high expectations and few incremental benefits during replacement weakened smartphone sales.
Uh, OK. What does this have to do with Microsoft? Nothing. And that’s the point. Microsoft has nothing to do with smartphones. There may be some Windows Phones in the wild, but they’re being hunted and soon will go extinct. It could happen any day now.
Josh Levenson has hope for the future of smartphone diversity:
Microsoft has had limited success in the mobile market, struggling to acquire any meaningful amount of market share. Many see the Surface Phone as one last attempt to make Windows Phone a hit, while others think it’s too far behind Android and iOS to be a real competitor.
It’s OK to put me into that last group. Why? Differentiation based upon Goodbye, Windows Surface Phone. There’s a Windows Surface Phone? Who knew? Well, no, there’s not. It’s a dream. It may become reality. But for now a Surface Phone is, well, not existent.
With the Surface team – the innovative group of people responsible for disrupting the computing industry with the Surface Book, Surface Pro and Surface Studio – spearheading the operation, there’s a chance the Surface Phone could defy all odds and be the next big thing.
Uh, no. Microsoft’s Surface line of notebooks and desktop models and hybrid notebook and tablet models is not disrupting anything except Microsoft’s finances, and pissing off Microsoft’s Windows hardware partners because competition. Surface whatever– despite acclaim here and there00 is not selling well, not selling as well as the Mac, despite a few dozen Microsoft Stores, and Windows as a tablet OS, and perhaps because Windows as a brand often is despised by users.
Yes, there is a chance the highly anticipated Surface Phone could defy all odds and be the next big thing, but unless Microsoft makes it as good as the iPhone was better than traditional smartphones when it launched in 2007, it will not disrupt Android or iPhone.