Text / Tencent Digital Su Yang
The Surface Phone, which has been circulating for many years, is finally coming. Before that, Microsoft must face the cold reality.
According to data published by Gartner, the share of Windows Phone in the global market so far has been less than 1%, State Analytics is also the statistics in the Windows mobile phone classified to the Other category, what is more, Kantar WorldPanel data show that the Chinese market, Windows Mobile phone user statistics have been zero.
The lack of market share has a direct impact on the support of developers. The “Payment†incident in March 2015 is a typical case. This situation of “no developers are interested†will make IDC’s “2016 Windows Phone Market Shareâ€. The prediction that Super iOS ranks second is a great irony.
However, Microsoft does not seem to be willing to die in frustration in the mobile phone business.
According to reports, Microsoft will launch Surface Phone early next year, support for running iOS and Android applications, and is divided into three versions, the high version equipped with Intel Kaby Lake processor, and in addition to Surface Phone, another mobile phone market will lose HP. Join the Windows mobile camp, which also adds a mystery to Microsoft's mobile business.
Compatible with iOS and Android are "dead"
The notion that Microsoft wants to be compatible with iOS and Android apps is not new.
In 2015, officials officially launched the projects named "Project Asrotia" and "Project IslandWood". The core of these two projects is the migration of Android and iOS applications, providing developers with the ability to quickly migrate applications under Google and Apple's ecosystem to Windows. Phone store plan.
However, the Android application migration project was shut down at the end of February this year and the focus was on iOS, which was later the Windows Bridge for iOS application migration plan, but now it seems that Microsoft may want to use the next mobile phone. Business and restart the application of the Android application. The externally-accepted Surface Phone is compatible with iOS and Android applications. There may be misunderstood components.
For Microsoft, the attractiveness of the platform is not enough for developers, developers do not support applications, users lack users when they are few, and users do not have a platform to start. Windows Phone system has been facing this vicious cycle since its inception in 2010. Although this method of transplanting footwalls can reduce developer support costs and create revenue for developers, it cannot be differentiated due to the lack of exclusive applications.
If Android and iOS have many applications and good quality, what reason does the user have to buy a Windows Phone?
What is even more embarrassing is that Blackberry has also tried Android compatibility in the BB10. The end result is not ideal. The desperation of the BlackBerry is also transferred to the Android ecosystem, but this still fails to save the BlackBerry. Now Microsoft has done it. , is nothing more than the first step in the BlackBerry's self-help process.
Moreover, no one can guarantee that Microsoft will not face a new vicious circle after jumping out of the vicious circle of applications, such as the lack of popular hardware partners.
Don't expect too much for the Surface Phone
Over the past few years, some hardware products have gradually become Microsoft's new landmark features, especially the Surface series that was once considered the benchmark for OEM partners.
The industrial design and product quality of the Surface series are obvious to all, but this series has another common point since its birth, and it is expensive. From the earliest Surface tablet to today's Surface Studio all-in-one, the newcomer in the hardware field is as priceless as the old driver.
Roughly statistics, the first generation of Surface Pro is divided into two versions of 64GB and 128GB, respectively, priced at 899 US dollars (about 6197 yuan) and 999 US dollars (about 6886 yuan), if the series price is still acceptable, Subsequent updates of the Surface Book series rushed to $ 1,499 (10,333), and Surface Studio is up to $ 2,999 (about 20,673 yuan).
The upcoming Surface Phone is divided into several versions. If there is a configuration with 8GB of running memory and Kaby Lake, then the selling price is basically the definitive answer.
It's just that the Surface Phone, which may be Microsoft's, may not be expensive, but it's an insignificant entry-level product.
It is understood that the Lumia 520 released at the 2013 MWC World Mobile Conference is the best one among all Windows Phone products. One of the core selling points of this Windows Phone 8.1-based product is the low price, priced at 139 euros. The State Bank version sells for 1299 yuan.
As a typical example, HTC, once a Microsoft partner, was given a long-term refusal because of over-priced products. Nowadays, HTC's mobile business is already precarious, and even rumored to be sold.
Channels and after sales can not delay
Although Microsoft has repeatedly shown the Chinese market publicly, CEO Nadella also visited China as much as Apple's chief Cook, but it is far inferior to Apple in the construction of channels.
According to public statistics, in 2016, Apple opened a total of 10 new retail stores in China, with a total of 40 retail stores. In contrast, although Microsoft has opened more than 100 retail stores in the United States and Canada, it has only Relatively weak "store-in-shop" model, users can only experience Microsoft's products and services in the middle of stores such as Suning and Gome. Among limited offline channels, mobile phones may not even be the protagonist.
The reason why I chose the shop-in-shop model was that Zhang Yongli, vice president of Microsoft Greater China, said in an interview that “Microsoft does not consider (in the Chinese market) a channel similar to Apple’s experience store because it cannot guarantee its own profit and lossâ€. On the one hand, Microsoft is full of expectations and illusions about the Chinese market, but it lacks self-confidence and is unwilling to invest resources. This will inevitably lead people to feel that they "can't bear to hide a child from wolves."
In fact, it is not only Apple, an international brand that drastically promotes offline channels. Domestic brands like Huawei and Meizu have also started from last year, trying to return to traditional offline channels, and IDC's data also shows that they have taken root for a long time. Both OPPO and vivo have consistently ranked in the top five global smartphone shipments in the last two quarters.
If Microsoft's channel in the country still maintains the status quo, Surface Phone and Windows mobile phone business is difficult to make a qualitative change.
In terms of channels, the “store-in-shop†model adopted by Microsoft China is still under certain control because it is operated directly by Microsoft. However, due to the outsourcing model adopted after the sale, the control strength is obviously weak, and there are quite positive evaluations, such as “ There is no shortage of complaints about the cumbersome after-sales procedures, high communication costs, and long post-sales time for the new equipment without a penny. This kind of randomized after-sales level requires more stringent standards for unification. Otherwise, Microsoft will also face the risk of a passer-by.
In addition, the issue of fraud insurance under the outsourcing model is also worthy of attention. The third party uses certain means to damage the used equipment and then through the sale and exchange of new equipment to earn the difference. Similar problems also occur in Apple, and now Apple also owns After-sales policies have been adjusted to avoid losses caused by after-sale loopholes. Similarly, Microsoft, which has weak control over after-sales services in the Chinese market, needs to pay more attention to this issue and ensure that more ordinary users can enjoy it. Normal after-sales service.
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