From the Editor's Desk: Remembering to keep expectations in check

Standing Desk
Standing Desk (Image credit: Windows Central)

I've stepped in and borrowed Dan's desk for this weekend (not really, but his looks a lot cooler than mine) to wrap up at the end of what's been a very busy period in these parts. In quick succession we've had a new desktop build of the Windows 10 preview, a new phone build of the Windows 10 preview, a new Surface and new Windows Phones among the rest of the daily news cycle.

And it's not going to get any quieter any time soon. Not with that little thing called Build coming up in a few weeks.

But through it all there's one thought that's been nagging in the back of my mind. It manifested during a briefing earlier this week with Microsoft in London. And that's that we should all remember to keep our expectations in check.

Specifically, the Q&A session after the main presentation, a local launch brief for the Lumia 640 and Lumia 640 XL, brought about one of the gathered press digging for information about how Windows 10 will push out to phones later this year. The response? That carriers and their testing and certification will likely play a huge part in the initial update, and so it's pretty unlikely everyone on every phone will get it all at once.

It's not at all surprising, but it is a reminder that while we're all going to be excited to get new things as soon as we possibly can, software updates on phones have largely been at the mercy of the carriers. Just ask Lumia Icon owners. There may well be methods for nerds to get it much faster that we don't yet know about, maybe through a continuation of the Preview for Developers program. But for the average Windows Phone owner there will be some kind of a wait in store. So before we get too carried away about when Microsoft is going to release it, we should all take a deep breath and remember that it isn't just Microsoft we have to worry about.

That same process of managing expectations is important to remember across the board. It's important to consider the facts before letting our emotional responses get the better of us. We've got the Lumia 640 and Lumia 640 XL in for review at the moment, and already it's clear there is a mixed response. There are those that just aren't interested in anything until a new 'flagship' arrives.

There are also those who perhaps expect a little too much, one example being from the camera. We all want the best bang for our buck when we're buying a phone. But it's also important to consider who these devices are targeted at, specifically the price point. When you can buy the Lumia 640 for £99 here in the UK, why would it ever have a camera that can compete with the likes of the more expensive 830, 930 and so on?

And then there's the Windows 10 technical previews. The key is the last two words. These aren't developer previews. They're not betas. They're extremely early versions of future software that we're lucky Microsoft is choosing to share with us. The Windows 10 team wants our feedback. But they can surely do without complaints that "xx broke on my phone, I can't use it anymore." For starters it's always been a recommendation to avoid the previews on your main/only phone. Microsoft is even good enough to tell us what they know doesn't work, yet they're still happy to share the build. Again, we all need to be responsible enough to check our expectations and treat it as what it is.

Massive hat tip to Microsoft's Gabe Aul, too. The man is a saint. Read his Twitter stream most days and you'll understand why.

The Windows and Windows Phone community is a passionate, excitable bunch. That's truly a great thing. But it's also a thing that can lead to heart overruling head. Passion has its place. But so does being sensible. We're all guilty of getting over excited. It's a long year ahead, we'll have plenty to direct it on.

Some more quick hits while we're here:

  • During my time with Microsoft earlier this week I finally saw what I'd call the Unicorn of Windows Phones right now, the gold Lumia 830. And it's hot. Hopefully more on that soon, so stay tuned.
  • I'm having a lot of fun with the Lumia 640 and Lumia 640 XL. We're trying to do a little more these days with new phones, doing more break out posts in place of just going dark and popping up with a full review. Hopefully you guys are liking them, but definitely let us know if there's something you'd like to see. No promises, but we're here to help.
  • And that's part of the reason we're breaking out more posts specific to these new phones. Many things are constants within Windows Phone, but not everyone who buys a new device reads Windows Central (yet.) Regular readers may not find all of them useful, but we're here for all Windows Phone users, new and old.
  • Pound for pound the Lumia 640 might be the best value Windows Phone you can buy right now. I haven't fully made my mind up on that.
  • You may have noticed a few changes around here. We're changing up how things look (and perform) but we've also welcomed some new faces to the Windows Central team in recent weeks. Jez Corden is a fellow Brit and has come on board to head up our Xbox/Gaming content push, Jason Ward will be bringing you some thought provoking editorial pieces on the Microsoft ecosystem and Mauro Huculak is going to give our coverage of Windows 10 a definite boost. If you didn't already, say hi!
  • I finally played Call of Duty: Advanced Warfare this week. And beat the campaign mode with more ease than any Call of Duty game to date. Not to say I didn't enjoy it, especially the cameo from Kevin Spacey. But there are so many excellent games in the Xbox One store from ID@Xbox developers, like Ori and the Blind Forest, that are more fun to play for longer. And much less expensive.
  • I'll never, ever, buy a game based on its multiplayer experience. I'm not that kind of gamer. Sorry.
  • Microsoft Band finally ships in the UK this week. I've had mine since CES week, and still enjoy it as much now as I did then. Hoping British buyers feel the same when they get theirs.

That's about it. Things won't be slowing down any time soon, so let's get back to it.

Richard Devine is an Editor at Windows Central. A former Project Manager and long-term tech addict, he joined Mobile Nations in 2011 and has been found on Android Central and iMore as well as Windows Central. Currently you'll find him covering all manner of PC hardware and gaming, and you can follow him on Twitter and Instagram.

  • The TP, so far, shows that W10 makes WP8.1 look like WP8.0.
    Even though It's rough... If this is what we call "early" I can't wait to see what the finally RTM build has in store... This update is all about functionality, and attention to detail...
    Nevertheless, landscape mode on the start screen seems like a reasonable expectation. That's not too much to ask...
  • My comment now has no meaning since you changed yours! (UK marketing is pretty impressive for anyone curious what it was. Lumia 640 will get a good push.)
  • That is awesome❗ Wish we could say the same for the US. But, that's great.
    So, my question is why is MS's marketing budget for WP not as big❔ Does WP have to earn it's way❔ Kinda a catch 22.
  • Consider that Samsung sponsored the Olympic Games. I wouldn't even want to contemplate how much a deal like that costs. I don't think Microsoft spending that much money on Windows Phone would be money well spent. Samsung sells more phones than every other OEM on the planet and Android is pretty much untouchable for market share. Consider someone like Huawei. Selling 75 million phones in a year and just a small part of the overall Android ecosystem. Ignore market share for a second. That was a successful year for Huawei. As a company they're doing their own thing with Android software and must be making money, else why do it? So what if Microsoft alone, as a company, sold 75 million Lumias? Market share would still be small but wouldn't that be considered a success?
  • How many Lumia devices did MS/Nokia sell last year❓
  • Based on 10 odd million over the holiday quarter nowhere likely close to 75 million.
  • Wow... MS has It's work cut out for them...
    So, what's your honest opinion about how effective W10 will be towards selling more Lumia devices❓ And, do you think W10 will significantly help the app situation❓
  • @rodney  I know I'm not Richard but I don't think Windows (Phone) 10 will have any impact on the sales. As Richard pointed out, even if Microsoft was able to miraculously sell 75 million Lumias, market share would still be small (and I'm assuming it will continue to fall). And with market share still being small, developers will still not be interested in putting resources into a shrinking platform. You can talk about "Windows Universal" apps, sure. But now think with me: which apps are the ones that most users demand? The ones with the "hip" factor? Now think how many of them make sense existing in any sort of platform apart from mobile? What's the point of an Instagram app on a Windows PC? Or Tinder? Or SnapChat? Or any of the Google apps? None. Because those apps are aimed at mobile only. On a PC they either don't make sense or are already accessible through any browser (like YouTube, Gmail, Drive etc).
  • Hummmm.. Interesting. So, you think even with W10 market share will drop❓ That seems like the opposite of what MS is expecting...
    But, what about games, and other critical apps❔ Don't they outnumber hip apps❓ Those apps can definitely take advantage of the universal app program... Can't that help increase market share, and help bring more hip apps❓ Something has got to give in MS's favor sooner or later.
  • I think unless Microsoft manages to bring in more reputable OEMs that can take Nokia's place, W10 will make no difference in the mobile market.   As for games, well...I think we both know how Microsoft deals with gaming on WP. They had the entire Xbox platform and they neutered it. With W10 aimed at the Xbox too, I think when it comes to gaming, developers will aim their cannons at creating one game that runs on Xbox One/Windows 10 PCs rather than creating them aimed at mobile. Xbox One and Windows 10 games can, teoretically, be the same. But a game designed for the Xbox One or for a PC will never run on a mobile phone and won't be the same as a mobile game. So when the choice comes, I think developers will more likely design games aimed at the huge PC market along with the fairly big Xbox One market, than they'll do it with Windows (Phone) 10 in mind.   As for other "critical" apps...I'm not sure what those are?
  • I see your point.. You may be right...
    Critical apps like banking apps, important work apps, the apps that people actually need...
  • That's the thing...Banking, work stuff...all that doesn't need a Windows app, as it's available on desktop and browsers. Which means we're left in the same predication as before: the low market share doesn't justify the institutions making Universal apps for things that can be accessed through the desktop on the platform (Windows) where users are. I think maybe we'll see some of those banking apps etc transformed into Windows 10 Universal apps, if those apps are already on Windows 8. But if I was Microsoft, I would actually offer, to the banks etc that actually supported Windows 8 apps (not WP, Windows 8), a Windows 10 Universal App version of their Windows 8 app. That would show appreciation for their support and would spare them the work and cost to transform their Windows 8 apps into Windows 10 Uapps (which would, by extension, put those apps on WP10). However, the mobile market seems to be more based on the apps that are trendy and less in productivity apps (otherwise BlackBerry wouldn't be where they are). The problem with Microsoft trying to leverage their Windows power on mobile is that people don't do on mobile what they do on their Windows PCs.
  • One of the most well thought out and well explained posts I've seen here. Kudos.
    I think the last statement you made regarding how people actually use their devices and which they think to grab for a specific task rings true.
    For instance, has anyone noticed how you see a LOT fewer iPads in the wild and at the workplace these days? That's a statement of where we are with apps & software in general and which devices people are choosing to use them on. iPad was the device that bridged the gap between laptop and phone and screen sizes on phones had a lot to do with that in tandem with more powerful phones. I suspect even those who used to be heavy iPad users find themselves reaching for their phone or "light laptop" (Surface Pro and similar) instead these days.
  • "That's the thing...Banking, work stuff...all that doesn't need a Windows app, as it's available on desktop and browsers." No, that's a poor man's excuse for a work-around. My desktop has Outlook, why does my mobile need it?  If you don't understand the answer to that, you don't understand the market or the problem. As for banking apps, the browser is a crap alternative.  An app streamlines what you need.  Balance, bill pay, statements, etc... No adverts. Not a million f'n options you have to steer the screen around to get to what you want along with correct formatting and size without having to pinch and zoom every data entry point.  This is especially helpful if I just want to see a simple balance as often as I use it.  With an app, it's right there.  Through a browser, I have zoom in, type the login, zoom out, slide the screen, and zoom back in.  It's a total pain in the ass.  
  • Thank you.
  • I see. I see.. Hummmm.
  • The only problem with this post is that the fattest growing WP are MS branded and the change hasn't hurt them at all...
  • @DJCBS and @rodneyej, for gaming, I think it's important to distinguish between hard core and casual games. The logical move for casual games developers would be a universal app for Windows PC and Windows Phone. The logical move for a hard core game would be Windows 10 PC and XBox One. XBox One gamers don't do a lot of casual game play on their 60" TV screen. Casual games like Solitaire have been heavily played for decades on PC or on phone while commuting to work, sitting on the toilet, waiting for your date to show up or that work meeting to start, etc. Very different user experiences. Windows PC fits into both. It's OK that there's minimal overlap between games on XBox One and Phone. Gaming is a great opportunity for Windows Phone, but I agree that MS really hasn't done it justice yet.
  • You just can't make conclusions saying windows 10 share will drop in future. Already windows 10 is being used world wide and its gaining momentum and developers are starting to create universal apps for example dungeon hunter one of the best games came as a universal app, and with windows 10 for free upgrade, who will say "I won't upgrade".
  • on tablets Apps are useful
  • I'm getting sick of caring how many Microsoft sells. I just need to enjoy useing what i love and telling others.
  • Well, you can be sick of hear about it all you want, and ignore what's really going on... Doesn't mean we have to... Nobody is stopping you from doing what you want..
  • I have never understood this "scorched earth" attitude that some Windows Phone users have where they don't care if everyone else leaves the ecosystem or they are indifferent to marketshare or how many units are sold. Windows Phone has to sell well or they will eventually be forced out of the game.  No matter how much you would like it, Microsoft and the other OEMs are not going to produce handsets for you and your small circle of friends alone.  Numbers matter in a big way.
  • Yes.... You can't just drive the car without changing the oil... Lol..
  • People are underestimating the power of Windows. If even 50 million people upgrade for free to Windows 10, developers will take notice. They don't need to sell devices to increase market share. More users equals more chances devs make apps. With the rise of the sub $100 windows tablet I expect this to be really enticing to devs who want to be on so many devices. That's my take and one I assume MS is thinking. They know well that it will take them years to grow to 50million phones sold per quarter. This is the only way to grow imo.
  • That's what we're all hoping.
  • Why is there a water bottle in the beer holder?
  • Lol..
  • Hell, Samsung changed the name of an entire terminal of Heathrow's Airport to "Galaxy S5". They just go way too far with marketing. No one goes as far as them.   Still, the UK was actually the only place I've seen WP advertisements on TV. Nowhere else in Europe. Though, to be fair, it was also the only place where I've seen so many people with the iPhone 5C instead of the normal 5S.
  • Do you think Lumia marketing could stand to "go too far" as you say Samsung does❓
  • I don't think so. Firstly because Microsoft isn't willing to spend so much money on WP or Lumia as Samsung. Then you have the brand factor. "Lumia" alone doesn't have any particular brand power (and here you must put yourself in the place of the average consumer, not the mobile tech enthusiast). And then you have the "Microsoft" problem. Microsoft as a brand is quite polirized. First they have absolutely no name when it comes to mobile phones. So the power of the Microsoft brand on a phone has to be borrowed from the power of the Microsoft brand as a software maker (not even from Xbox as the Xbox doesn't have any reference at all to Microsoft in it, if you notice.). And as a software giant you have the people that love Windows and the people that loath Windows. When Nokia was on board the WP train, the power of the Nokia brand pushed WP forward. You may not know what WP was, but you knew Nokia. With that gone, it's harder to promote Lumias with people who don't know them. I still believe that the end of the Nokia brand on WP is the reason why WP marketshare sank. Daniel will try to sell you otherwise, by saying that more phones were sold. Yeah. Sure. Except: 1 - you don't know how many of those WP were still the ones with the Nokia brand in them and which ones were the ones with Microsoft in them; 2 - shipping many Lumia 535 doesn't mean selling all those shipped 535; 3 - marketshare has been dropping ever since Nokia left. Which means that albeit the mobile market grew, WP no longer kept growing with it and Android and iOS grew more.   As you know, I don't think Lumias and WP itself has much of a future. And I think Microsoft itself knows that. If anything, WP10 is their last attempt before bringing in Android apps and then killing off the platform. Still, it wouldn't hurt them to put more effort into marketing. Microsoft UK is actually one of the few (if not the only one, really) that puts any effort into marketing WP devices, much like Nokia did before them. I'll give you an example: over here, where there are more mobile phones than inhabitants (there's at least 2 mobile phones per inhabitant), 60% of those mobile phones are Nokias. I haven't ONCE seen an advertisement for WP on TV. And on the streets, most retailers sell the phones as "Nokia smartphones". No mention to Windows Phone, Microsoft...nothing. Microsoft has not made a single effort to sell themselves or their "Microsoft Lumia" phones. Not one. And to be truthful, Nokia wasn't doing much effort to sell WP devices either. So you have a market that is clearly favourable to the Nokia brand, that actually bought into Nokia WP devices because of it, but that Microsoft hasn't made any effort to try and nourish. As a result, most of my friends that had Nokia devices, when the time came to pick a new phone, they moved on to Sony, Samsung and Apple. Few moved into WP with Nokia around and even less moved into it without Nokia. Because Microsoft simply does nothing to try and bring them in.
  • Perfection❗ Extremely well said.. Love it. I hope MS is reading this.
  • I'm sure MS hang on your every word. DJ has been a hater of MS acquiring Nokia since the deal was done. I don't agree that Nokia was some utopian brand that everyone aspired to. Look at where MS are in this list: You also have to be careful about marketing. In Europe MS market hard. As an example when someone looked over my shoulder at my 735 last week they asked "is that a Windows Phone" they did not say Lumia nor Nokia.  Whilst there is an app gap, people will continue to dismiss it - even though the gap is very narrow. This is a war of attrition, MS know this. They wanted to see off Blackberry to be 3rd, then move onto Apple (which they will try again with a new flagship presumably) but as iTunes is so central to many peoples ecosystem its gonna be hard to lever people off. Its not a single faceted argument about marketing as you two would believe.
  • You should learn the difference between not supporting Microsoft Mobile and refusing to see the facts. Do I take particular pleasure in seeing Microsoft Mobile sink and WP with it? Yes. I won't say I don't. But nothing that I wrote is based on what I wanted or think. It's all based on facts. Microsoft is far bigger than Microsoft Mobile. And I honestly don't think Microsoft needs WP or MM to be a relevant player. Just like Google didn't need to build a PC OS to make their search engine and services as relevant as they became.   You also fail to understand what I wrote about mobile brand power. It's not a question of Nokia being an utopian brand everyone aspires to. It's a question of you having two brands in the mobile market: one that has been around for decades and is known by the consumers, and another one that has no reputation in that market. Microsoft is a powerful brand in the sense that they hold the PC market and almost everyone owns or uses Windows or Office. However that doesn't mean Microsoft as a mobile brand has the same power. It doesn't. Also, that forbes article is about the Microsoft brand globally. Not about the power of "Microsoft Mobile" or Microsoft as a mobile brand. Samsung is considered as a whole, not just Samsung Mobile. Same for Google. It's Google as a corporation, not just Android or the search engine.   And no, MS in Europe doesn't market hard AT ALL. And you know how I know that? Because I'm European and I travel quite a lot around Europe. The UK is the only country I've seen so far where there were WP adverts. As for identifying your phone, well, all they need to see if the start screen to identify it as Windows Phone IF they have a Windows 8 PC. Because it looks like their PC/laptop OS. Still, the average consumer will not know it and even if they do, they'll probably not care.   "Whilst there is an app gap, people will continue to dismiss it - even though the gap is very narrow." People will dismiss WP because the App gap IS real. And it's becoming more than real, it's evolving to the part where even if there are official apps available, they're eternal Betas or very very very sub-par experiences compared with their Android/iOS counterparts.   By the way, your argument about being 3rd, 2nd etc, is quite outdated. Yes, they had that mindset during Bald Ballmer's reign. Microsoft has changed (thank God) and under Nadella they've already realised that they'll be lucky to keep their 3rd place let alone trying to surpass iOS and even less Android. That's why they've started to put more resources into their Android and iOS apps. They know no Microsoft flagship will ever be able to take on the Android flagships let alone the iPhone. It's a question of consumer mindset. Microsoft woke up way too late for the race and allowed themselves to be surpassed. It's more important now for Microsoft to try and to get consumers into their services no matter on the platform than to try to make WP happening. If it didn't in 5 years, it won't happen.
  • I remember the days when Nokia and Blackberry were at the too, where are they now! Microsoft will play the long game for mobile.
  • @DJCBS >You should learn the difference between not supporting Microsoft Mobile and refusing to see the facts.  Its not facts, its just your ranting viewpoint.   >Do I take particular pleasure in seeing Microsoft Mobile sink and WP with it? Yes. I won't say I don't.  Bingo. Your chidlish attitude on display for all to see. Only your little Nokia fan club of 3 people care about your deep love of Nokia. You do realise how mental that sounds right?  Its a faceless company, making mass produced products, yet you love it like its your brother. Geesh, marketing people love sheep like you. >And no, MS in Europe doesn't market hard AT ALL. Oh please shut up. MS adverts are on TV all the time, certainly in the UK. When 8 launched on phones they had billboards up all over London. Your armchair view of the world is not how it actually is. Show me some real numbers and some real facts and maybe you have a point, otherwise its all just hot air DJ.   Just as a little experiment to yourself, type "Windows Phone Advert" into YouTube, and just see how many they have made.  I  don't really understand the whole point of your last paragraph its a bit waffly just for the sake of argument probably. MS of course want to grow their marketshare and sell more units and aim to be #2 or #1.  Your pessimistic view is just your projecting as you hate MS as you've already conceded.   
  • Rodney, you and I both know whoever Microsoft has trolling forums to monitor comments, apparently just like collecting a pay check because they don't seem to here us. Maybe they need to lay more people off and get one who care in the building. Joe should be jumping Gabe Aul's you know what instead praising him on twitter. I mean i had to roll my 1520 back in less than 20 minutes of using the preview yesterday. It practically killed it with slowness, I couldn't take it and the inconsistent UI is horrible with the mix and match of circles, squares, and rectangles everywhere. I know it's a preview, but C' Mon man! I hit him up on twitter, but Gabe doesn't tend to respond .
  • OMFG❗❗❗❗
    Samsung just aired THE biggest smartphone ad ever for the S6 Edge.... About 120 second mini movie... IT was action packed, and extremely informative... It's over with.. They killed it.
    I know Richard said that it wouldn't be super beneficial for MS to increase it's marketing budget, but now I say BS❗ If you saw what I just saw you would be sick❗
  • Technical preview. You know it's like that on pretty much every device right? I have it on my 1520 and sure it's pretty slow and some things don't work, but that's the whole point of it. At least I'm providing constructive feedback and you should be doing the same, otherwise why download it?
  • @ OMG55  
    Rodney, you and I both know whoever Microsoft has trolling forums to monitor comments, apparently just like collecting a pay check because they don't seem to here us. Maybe they need to lay more people off and get one who care in the building. Joe should be jumping Gabe Aul's you know what instead praising him on twitter. I mean i had to roll my 1520 back in less than 20 minutes of using the preview yesterday. It practically killed it with slowness, I couldn't take it and the inconsistent UI is horrible with the mix and match of circles, squares, and rectangles everywhere. I know it's a preview, but C' Mon man! I hit him up on twitter, but Gabe doesn't tend to respond .
    Blimey, are you 5 years old? Anyone who doesn't agree with some internet rager must be a company shill? Grow up please. You do realise the Windows Phone 10 Technical Preview is... er.. a preview? And being such a raving lunatic you expect people at MS to listen to you, let alone answer! SMH Come back when its a released product, when its all UI inconsistent maybe you'll have a point, but until then its just a preview, a work in progress. 
  • Well said DJCBS.
    Nokia was the ONLY reason I joined this platform. Now that it has gone, I'm not sure I feel the same passion for the platform.
    Nokia were always the ones that came up with creative marketing, & who actually responded to our requests (the 1020 and 1520 were pretty spectacular high points for this platform. That they were built by a company in such dire straits is all the more impressive).
    Aah, I wish the Nokia brand was still around. I just don't care enough about Microsoft to want them to succeed....even if I am heavily invested in their ecosystem.
  • The Nokia brand (and Nokia itself) is still around ;) They're just on a forced contractual vacation that is set to end on the 31st of December this year. In the meantime they're experimenting with the N1 and tuning their new business model before a full return (as Rajeev Suri, Nokia's CEO, said at MWC). So far the response to the N1 has been pretty damn good. Patience. ;)
  • Do you realize that all of the employees (essentially everything you actually liked about Nokia unless you ONLY care about the name) that made those devices are now Microsoft Mobile?   The same designers, marketing team, and QA.   If you think the N1 is a good sign for Nokia, then you might as well skip the KIRF and go straight to Apple products.
  • I don't get it. You're saying you like the Nokia name regardless of the OS on the device? When Elop decided to go with WP on almost all Nokia devices I did kind of question whether long time Nokia users would stick with Nokia.
    Yea Nokia probably pushed MS to get this OS up to par but MS was still in control and now we are where we are today..
  • Microsoft like RIM and its Blackberry probably felt invincible in the tech market and when Apple and google marched in, they rested on their collective laurels and figured they were essentially safe. I'm sure they both would like a couple mulligan not to have suffered as badly as they did in the mobile space.  Having said that, Microsoft is a tenacious bunch and they don't toss in the towel like that.  I also don't agree nor do I believe that Windows 10 and Windows 10 for Phones is a final hail Mary at mobile. I think the adjustments they have made and are making based on what we have all asked for them to do will surprise the biggest skeptic blog site,   If the screen shots Mauro published from 10056 is any indication, no one will want to be without Windows 10. Not to mention it being FREE for the first year or whatever that story was. And if they could figure out how to land Windows X at corporate facilities, it will allow them to continue with their mobile plans. Time will tell but I can't believe they went to shareholders with this purchase of Nokia to collect it as some trophy. We simply do not know the plan. BTW, Well said DJCBS.
  • As much as I love Windows Phone (still have an old LG Quantum buried somewhere, lol), I'm not as optimistic about Microsoft's chances. I compare Microsoft's mobile presence to Sega's console presence in the late '90s/early '00s. Windows 10 is like the Sega Dreamcast: great console, but there was way too much demand for the Sony PlayStation2 for virtually anyone to care. Sega, like Microsoft, shot themselves in the foot too many times.
  • Windows 10 isn't the hail Mary to stay in mobile. The hail Mary is the MS apps for iOS and Android. Windows 10 for Mobile is the concession that they lost the mobile OS game.
  • Another great post/comment. I tend to root for Microsoft as a fan of their software and platform from a business perspective while at the same time being hyper critical of them "missing the forest for the trees" when it comes to marketing. Samsung shows us how you can spend a LOT of money with "untargeted marketing". That type is awfully hard to track results, btw, but it's really easy to track how much money you are spending if that's your benchmark for effort. ;) Though I haven't had a single Apple device since my parents bought us an Apple IIc long ago, but even I will admit that their targeted marketing has certainly kept their products "top of mind" and relevant through the years. I dismissed the Apple watch until I saw the commercial on TV. Too bad Microsoft hasn't done the same with the Microsoft Band!
  • I think they need to go all out with the Windows 10 launch and that includes the Phones as well. On top of an awesome marketing campaign which I don't think they can overdo(make people think about it because they see it so much). But they really need to focus on the carriers. They are a huge problem. I went into yet another AT&T store and the rep there told my wife its a straight no brainer to choose an iPhone 5C over the Lumia 830 because the Windows Phone can't do much. My wife, who has had a Windows Phone for quite some time, even though she was considering switching to iPhone 5C just to mix things up a bit, got mad at him because of how he was flat out bashing Windows Phone and probably never used one. I don't care if every other commercial was some kind of Microsoft Windows 10 product, Microsoft needs to step their marketing and awareness up otherwise developers will continue to ignore us. As it stands, their marketing for Windows Phone is non-existent.
  • Nice❗
  • I can only speak for Sweden but here I haven't seen an MS ad on TV for at least 1.5 years.
  • Lol.. Damn.
  • There are ads with lumias in Italy and in Romania,ive saw them,on tv!
  • I've seen the ads in Romania as well, but they seem desperate as ****... I mean that almost every ad here is something like "we have apps like Instagram so come to us"
  • Yeah, instagram Beta. Last updated a year ago. Oh god, I can see myself buying an iPhone next year or using my great L930 until it dies.
  • Microsoft also seems to do a lot of product placement here in the UK via soaps. Emmerdale and Hollyoaks seem to be full of Lumias! They even use the correct tones sometimes for onscreen texts etc...
  • Italy has tons of Lumias TV commercials. Lumias lumias everywhere. Lots of marketing produced a good marketshare. (This is to say UK is not the only country with many Lumias on TV).
  • Nigeria may not be in Europe but Microsoft have run ads on tv here. There's even an ongoing promo that can net you more than $15000 to start your own business, tied to buying a Lumia 535.
  • Yo. Great post. I still think we need at least one more post to explain what beta, alpha, developer, technical previews are. Explicitly state requirements of testers such as technical knowledge, spare devices, communication skill... With this one can easily link to this post(s) as a reply to guys pointless complaints.
  • Agreed on this.^ every time I visit my girlfriend in Bristol, there are Lumia rotating billboards and signs everywhere in Cabot circus and the gallery (usually the 735). Here in Boston...not so much.
  • The US has a serious marketing issue... That's quite obvious.
  • Do you have any TP for my bunghole? LOL, sorry I couldn't resist.
  • All hail our devine Richard! :P
  • I come from Lake Titicaca.
  • Maybe now you can finally score!
  • I'm liking what I see so far in W10 on my Lumia 920... it's pretty slick still and not really bogging down anywhere! Now if only I can find my stupid nano micro sim adapter to switch between my 930 and 920!!
  • A landscape start screen?
    Good god!
  • Tablets have it... Makes perfect sense.
  • I'm not sure that means phones should have it too. From my experience, a majority of the people with iPhone 6+ hate that it switches while they're doing something like lying in bed. I think this is one thing that they shouldn't copy from Apple lol
  • Then make it optional... Problem solved.
  • If it was optional I would use it. I want it!
  • Tablets aren't phones.
  • Are you really that stuck on names❓
  • Good point. And with a "rotation lock" in the latest Windows 10 for Phones Technical Preview, one might summise a landscape mode is coming. I'll be disabling that bad boy as soon as it pops up.
  • Landscape mode would just make it to where you don't have to flip the phone as much.. Much more seamless experience..... Especially if MS made sure all their apps, like XBM, we're landscape mode compatible..
  • I understand what landscape is for ;-) But I have no need for it. If I want to watch a movie/YouTube/do gaming, I'll use a far more suitable device. Or just rely on the orientation sensors to adjust the display. Clearly, some people want a landscape Start screen, I'm just saying I really can't see why. Tomayto, tomahto.
  • Understood...
    1520 user here...................................
  • Haven't had the pleasure of the TP on my 928 but probably thankfully so due to all of the glitches. That I expect. What I don't expect and want is a browser like Spartan. I've seen the previews with the last video put out by WC. It's way too busy. Plus when your actual webpage is only a third of the browser or less than its really not much to browse with. Right now at this point the longer 8.1 stays on my phone the longer I'll be with a WP in my pocket. I'm sorry to say but if WP 10 rolled out today I'd be looking for another OS. And there are others out there other than the usual three WP, Android & iPhone. I may have to start investigating now.
  • Agree that the Spartan browser takes up toooooo much screen space with boring grey bars at the top. Also, the address bar at the too, WHY? It should be at the bottom, as should anything else but under ... I am a big Windows fan with a 930, Surface Pro 3 and Surface 2 4G, but am mixed about W10 from what's been shown. The beautiful experience of WP that had hubs and swipes seems to be in danger of being replaced by hamburger menus and nothing else. Where is the unique, beautiful experience of WP in W10? I know it's a TP but they need to go further than practical to make the os special and unique to WP. Currently I see that WP and Android had a baby called W10. As all the unique os disappears and unique software is available everywhere, the OS needs to be something REALLY SPECIAL to be a win.
  • Its not like Android, its the Adaptive UI that give it its unique look. The principle being the whole UI of an app can collapse and change orientation based on the number of pixel of the device, or resized on the Desktop. Its a fiendishly clever system but it does move away from the old Win8 look to the new Win10 look. Run the Windows 10 TP on your Desktop and you will see this is where the Win 10 Phone OS is heading. White, blue and grey with adapative UI. I think it looks clean, and gives store apps (resizable) on Desktop that also work well on phone on tablet. Kevin Gallo wrote about it in his blog and there is an MWC video to watch if you search for it (I've posted it already elsewhere) Watch the video, and be impressed. Well I was, but then I can see from a devs point of view why its nifty :)
  • Not having TP on any of my devices as I need them fully working. I get the new, clean and minimalistic look in general and some parts are awesome. But, from the phone point of view, I personally need something more than a row of photos and a hamburger menu to replace the picture hub. I want to see something special, animations or transitions or whatever. Hence my mixed view SO FAR for W10. I am waiting for them to surprise me and don't think I'm the only one.
  • I always like these types of posts from you guys :)
  • Very thoughtful and insightful. Thank you.
  • My expectation: Computers suck. When they don't I am pleasantly surprised!
  • If u whining about how buggy Win10 TP. Well screw u. Go buy an Android
  • Uhm.. Don't like buggy, buy an android? You do realise that android is the definition of buggy, right? Buy an iPhone or stick to WP 8.1. THAT's not buggy.
  • iOS 8 is buggy as hell fwiw. My iPhone 6 is a constant source of irritation.
  • Okay fair point. Since iOS 7, you should just pick WP 8.1. Forget the Apple part :D
  • Take it in.  My iPhone 6 has been flawless.
  • It is not about the bugs. It is about the design-conceptless / chaos-usability that freaks me out!
  • For WIn 10 phone I certainly agree.  Seems like they just grabbed their IOS and Android apps and slapped them in here.  It is a visual mess, at least as far as the OS to 1st party apps go.  (and the Outlook app is absolutely terrible compared to previous mail app)
  • Do you even windows bro???