BUILD 2016, Microsoft’s own event has everything from Microsoft in there, except Microsoft’s own Windows Smartphones. Not even in the hands of Microsoft employees, let alone the massive number of attendees and above all of it, there were not much presentations or events regarding Windows Smartphones.
Am I the only one using a Windows phone at the #build2016? So many Android/iphone…
— Rudy Huyn (@RudyHuyn) 30 March 2016
Microsoft’s Microsoft’s Executive Vice President, Terry Myerson ( of Windows and Devices Group) commented that “2016 is not going to be the year for Windows Phone”. He further added, “We’re fully committed to that 4-inch screen, there will be a time for it to be our focus, but right now it’s part of the family but it’s not the core of where I hope to generate developer interest over the next year” and that “There’s no lack of recognition to realize how important that form factor is, but for Microsoft with Windows and for our platform it’s the wrong place for us to lead”
On the other hand Microsoft’s Windows for PC reigns the PC World, but still a vast majority of this loyal PC users do not use Windows Smartphones. After the retirement of Steve Ballmer, Microsoft has changed its strategy and is no longer much focused on smartphone segment.
Myerson said,” If you wanted to reach a lot of phone customers, Windows Phone isn’t the way to do it, If you want to reach a lot of Windows customers, then this is the largest install base of 9 to 30-inch screens. If you wanted to do new and exciting things, then the Xbox and HoloLens is the place to have a discussion”
Explaining Microsoft’s strategy he further said, “We’re going to do some cool things with phones, but this year phones are an important part of our family but not the tip of the spear”.
Terry is optimistic of the rise of their smartphone business and seems unmoved by the fact that it was this lack of resources and a focus on Windows Smartphones by Microsoft which pushed them down to lose their smartphone market first to the iPhone in 2007 and then to Android in 2008.