Believe it or not, Microsoft's mobile strategy is still on course (seriously)

That sounds crazy, I know. And that intro may have you chomping at the bit. But before you get all hot and bothered, note that I'm making a few points abundantly clear:

  • Microsoft has a mobile strategy.
  • That strategy has been unsuccessful.
  • That strategy is still more or less on course.

What needs to be understood is that there is and has always been a distinction between Microsoft having and executing a mobile strategy and the state of success or failure of that strategy. In other words, an assertion that Microsoft has and is executing a mobile strategy is not an assertion that that strategy is succeeding or will succeed.

It is simply an analysis of what Microsoft's vision is, the vision's desired outcome, the steps toward that goal, and a view of the plans executed within the context of the real world.

Windows on telephony-enabled pocketable devices

Pocket PC 2000, a Windows CE-based mobile OS was Microsoft's early foray into the mobile space. It powered what were essentially telephony-enabled PDAs.

This pared-down version of Windows had a UI visually reminiscent of the desktop UI, Start menu and all. It was not mobile-friendly by today's (or arguably the year 2000's) standards. The tiny icons and menus required the use of a stylus. It was Windows on a pocketable device, nonetheless, and represented a partial achievement of Microsoft's Windows on all form factors and Pocket PC vision.

Microsoft has always wanted to replicate desktop power on mobile.

Pocket PC became Windows Mobile 5.0 (and persisted through 6.5) and continued bringing the familiar power of Windows, including Office, to the pockets of business users and techies. It's important to remember these devices existed within a context when PCs, not the later app-centric mobile model, defined personal computing. That's not to say there was no Windows Mobile app ecosystem. Like desktop Windows programs, apps existed but were not in a centralized marketplace. Users had to find and download apps from potentially unsafe websites until Microsoft finally created a Marketplace.

Windows Mobile smartphones were, for their time, powerful pocket PCs. PC-centric tasks such as emailing, messaging, web-surfing, file management, app usage and more had been achieved by this version of Microsoft's mobile OS.

Microsoft's mobile vision was on course.

Mobile computing shifts from a PC focus

In 2007 and 2008, Microsoft's enterprise-focused mobile direction was disrupted when Apple's and Google's consumer-focused smartphones resonated with consumers and developers. The mobile app ecosystem's birth and carrier relationships helped mainstream these non-PC-focused mobile devices.

Microsoft responded with the consumer-focused, touch-friendly Windows Phone 7 mobile OS.

The Live Tile-based UI was a departure from the desktop-like interface that preceded it. It also removed a user's ability to manipulate the OS, manage files and more; features standard to Windows on desktop and Windows Mobile.

A common core is key to Microsoft's mobile vision.

Still, though Microsoft's immediate response to rivals was a scramble to make the Windows on phone UI consumer-focused and touch-friendly, the company continued its efforts to unify its mobile and desktop cores. This is an important point because a common core is fundamental to bringing the full power of a Windows PC to all form factors, which is the basis of Microsoft's mobile vision.

Microsoft's mobile strategy was still on course.

OneCore distracts from smartphones, achieves one Windows

Microsoft's performance with smartphones must be viewed from the perspective of its commitment to creating one core for all Windows devices. Unlike its rivals, Microsoft's smartphone efforts were never as narrowly focused on just creating a great mobile experience. Concurrent to its smartphone efforts, Microsoft also laboriously worked to make the OSes running its mobile and desktop platforms - both of which competed in dynamic, distinct and competitive spaces - into one OS.

Commitment to that difficult task distracted from a laser-focus on mobile but was necessary to bring the full power of Windows to all form factors including a pocketable device.

As Microsoft developed OneCore, it also struggled to keep its mobile platform relevant in the smartphone space. Windows Phone 7's deprecation of features Windows Mobile users enjoyed drove many of them to the more open Android platform. Furthermore, the lack of developer support kept Windows Phone in the crosshairs of tech writers who applauded the OS's uniqueness but bemoaned its lack of apps.

Smartphones struggled as OSes converged.

Windows Phone 8 and Windows 8 were a step closer to OneCore and Microsoft's one Windows and Pocket PC vision. The casualty to this progression, however, were millions of Windows Phone 7.5 users who couldn't upgrade to Windows Phone 8. Windows Phones 8.1 brought the mobile and desktop platforms closer still, and with Windows 10 and Windows 10 Mobile Microsoft achieved OneCore. This established the Universal Windows Platform (UWP), which allows universal Windows apps to be developed for all form factors with some tweaks to match targeted devices.

Still, though Windows 10 Mobile is Windows, it's a pared-down version compared to the desktop OS. Its imminent demise after 2018 should be followed by full Windows on ARM with context-conforming composable shell or "CShell".

Yes, Microsoft's Windows on all form factors and Pocket PC mobile strategy is still on course.

Is Microsoft strangling Windows 10 mobile to prepare for concept of Surface phone

Windows 10 on ARM with CShell, a vision realized

Full Windows 10 on ARM will initially enable always-connected laptops, tablets, and 2-in-1s with improved battery life. Conceivably, Microsoft will follow these cellular PCs with a telephony-enabled Windows 10 on ARM PC category on a unique form factor.

CShell will allow this PC category to be mobile-friendly while in-hand and provide the full desktop experience via Continuum when connected to a monitor, mouse and keyboard. Windows 10 on ARM with CShell is the one Windows Microsoft envisioned since its early attempts at mobile with its pared-down versions of Windows on Pocket PCs. The full power of Windows will finally be available to desktops, laptops, tablets and pocketable devices.

Microsoft's one Windows Pocket PC mobile strategy's still on track.

Some readers may conclude this is a poor strategy or one for which the desired outcome is unattainable. That's fine, but those are not the points advocated in this piece. This is an assertion that Microsoft has a mobile strategy and that with its one Windows efforts as the driver, it's still advancing that strategy toward the goal of a pocketable, telephony-enabled device with the full power of Windows.

Jason Ward

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

  • Thanks for reading folks! When you take a view of the goal - what Microsoft wants to achieve - (One Windows and a single device that can be all devices) then look at the steps it has taken toward that goal, investments made, projections given etc, we can see what Microsoft's strategy (albeit unsuccessful to date) is, and has been. It may or may not succeed, but Windows 10 on ARM with composable shell CSHell, on a unique form factor is the likely next step. LET'S TALK!!!
  • You mean, in curse
  • I thought they'd have a billion people on Windows 10 with Mobile included, I thought Nadella said they would continue to make phones for the enterprise, the budget, and enthusiast. Let's be honest, they may be on track today, but they keep lowering their own statements and goals in order to remain on track. So, it really makes it all rather pointless. Will spurned consumers that are not embedded in other ecosystems give Microsoft another chance? Will developers that watched the OS they spent time and money building apps for come back? Will OEMs really trust Microsoft again when they could use Android with millions of apps and over a billion users? Will people ever trust a Nadella led Microsoft (except in cloud)? That's a question. Forget the app gap (which is real and bad), forget the market share gap (that somehow continues to get even worse in Nadella), but the trust gap is now the biggest problem.
  • The only reason they even have as many Win10 machines out there as they do is because they gave the OS away free. Their adoption numbers are substantially skewed because of that.
  • ah.  So like Linux has got their market share from giving it away?
  • Windows 7 still used on almost 50% of desktop PCs, Win 10 has 28%. For a year a giant box dropped down & asked if you wanted to upgrade to win 10 for free. If not for the free upgrades Win 10 would likely be at 10-15% market share.
  • You mean the way Google has been giving away Android the past 8 years for free?  You mean like that?  The single only reason the worst POS O/S platform in history (Scamdroid) has been so successful is because they gave it away from the very start. Brilliant as a marketing strategy as you can't use it without being constantly flooded with advertising so they end up with more money than if they sold it.  They tell you it's "Open Source" and you can do so many things with it and when you do they do a patch that jacks you.  Nope, I don't need half a million apps, most of which are nothing but sensless toys and crap.  I'll take Windows phone any day and look forward to MS being successful in turning it into a true PC in the "palm" of your hand.  I can load 64bit programs in my 8" Tablet, plug in a DVD Rom to it and run half dozen full PC progs at the same time.  Try that with Android or iPad.  Soon we can do it on a Windows phone.  I'm on it.
  • WP is irrelevant, it's DEAD, put a fork in it, and that Scamdroid has over 2 billion users, how many people are using WP, I will be waiting for the numbers, you can count them on one hand.
  • Amen! Agree 100%... And I hit the "report" button by mistake, sorry! 
  • I expect the hp,Alcatel and the wileyfox fit into those catagories. They would not ask devices to be made if there was no future. Also maybe someone should deep dive into the coding of rs4 and see how much mobile code is in it.
  • Microsoft's has burned consumers and developers too many timew with Kinect, Band, and, Windows Phone, All they know how to do is lose...
  • And yet they make more and more money every quarter.
  • If not due to the Cloud business and Office, that would be a total different story.   My MSFT shares have made me a few bucks, but I'm totally disappointed with their mobile strategy and performance.  It is a man made failure by the MS management.  It has been a disaster.  Sad and shame. 
  • May I ask you something? If you hate Microfost so much, then what are you doing here? I think the android is a big shame, but don't go to android central to tell them  that google sucks.  I'm so sick of people like you!!! Get a life, find yourself another phone, who cares!
  • May I ask you something? If you hate Microfost so much, then what are you doing here? I think the android is a big shame, but don't go to android central to tell them  that google sucks.  I'm so sick of people like you!!! Get a life, find yourself another phone, who cares!
  • Companies make duds all of the time. Remember Google Q, TV, Glass, Newton. 
  • Trying till u get it, android 2........6
  • Perhaps the billion Windows 10 devices was a target overstated, especially when you provide the OS freely after charging what seems a bucketload for similar for the last number of years. People in general today are sceptical when it comes to enterprise offering something this significant freely. Most of us have seen big brother movies/series about a huge company giving the ultimate OS, antivirus software, car security system, etc away for freely then be ensnared by an evil villan/alien/machines wanting to take over the world. Most rational people used this opportunity to upgrade, yet there were the naysayers and ill informed journo's that raised warning flags causing doubt with many to understand the positives in Windows 10 thus putting the brakes on many that would have upgraded. But that's old news and if they wanted to keep the upgrading going open the fre upgrading process again but after the initial stated timeframe place a small nominal fee on acquiring the OS to say $20 rather than what it is now. I'm also disappointed by Nadella's promise of continuing to make mobile devices for the 3 streams, business, enthusiast, and budget not being realised so far if the OEMs won't make the devices. You know how hard it is to find a WinMobile device to purchase in Australia? There are none. I'm starting to even question why I'm still on the Insider Preview program being asked superfluous questions like, 'would you recommend this build to colleagues and friends?' Seriously what is the point of asking this question if there are no devices to buy! Or, 'how is the battery life in this build?' ... do they seriously care, and for what purpose now that the OS we are testing is, well, going nowhere. Don't get me wrong, I love this ecosystem and don't really see myself in any other, but to see the mobile part of this ecosystem dwindle to nothingness is utterly disappointing, especially when we are talking one of the biggest company's that should have been able to pull this transition off somewhat comfortably.  Infosage... I think you've hit the nail on the head with the widening gap of 'trust' now being the biggest issue. I think it all started with XP and its long, long life, and now seeing changes so quickly coming that consumers and esp enterprise right now are finding the ground moving underfoot rather than having the stability of the XP OS for all those years, unsettling and somewhat wary of what will Microsoft next throw at us. It's fine to make these big sweeping changes to make life better for all with one OS, but rather than sprinkling tidbits out to those trying to get a handle on the direction, Microsoft need to solidify and confirm their direction clearer and more transparently for this 'trust gap' to close. And for the sake of sanity and the old gods and new, STOP using cryptic announcements because this is where confusion seeps in and dulls the focus. (apologies for another crazy rant and ramble) 
  • I'm in agreement with you.  After failing with developers/apps, OEMs and hardware, software going seemingly round and round in circles without demonstrable results or innovation and a complete lack of delivery on previously made strategy I think that Microsoft has used up consumer trust and spat it out.  Consumers, like me, who have used Windows phones since their inception in early 2000s really support this o/s because we like it and know it.  microsoft in the last year or so has completely abused ths relationship to the extent I know Windows Mobile will end in tears and nothingness.  So, I am seripusly looking at my options.  Do I want to move? No, but Microsoft isn't communicating and delivery on the next 6-24 months in terms of hardware and software for consumers. The long-term mobile strategy is all well and good on paper and makes compelling reading.  The reality may be vastly different.  I hope not, but looking back over the last several Windows I can't say I'm filled with optimism that Microsoft will deliver on software, hardware and apps.  I want them to but recent experiences tell me something different.  And my trust in Microsoft has significantly waned given the last 12-24 months of builds with countless issues and very little real sunstance.  All I want is a compelling o/s and a mobile device that works for me on a daily basis.
  • Let's be honest, how many non power user ever upgrade their OS? Most just keep using whatever came with their PC. People were also sceptical, they thought that Microsoft would charge a subscription fee or something later down the line. I'm fact I still suspect that they might try.
  • They told consumers a thousand times it was free, and would remain free. But you still think they might? How stupid can you be! This won't hold in any court of law if they'd ever try after stating, so many times, publicly that it was a free upgrade! And honestly I don't think that it was ever their intention to do so!
  • Advancing technology sometimes requires paradigm shifts: OneCore is such a thing. What I'm concerned about is will it bring developers back and spark consumer interest? Apps are w/o a doubt important, of which W10M is woefully lacking. But the big picture for OneCore is it's a truly modern Windows platform. The process for getting there is painful and alienating, but the pay off is potentially huge if MS can demonstrate with real products what OneCore represents: Modern Windows computing. And to be clear, It's not OneCore that must win, it's what features/capabilities resonate with developers and what "must have" consumer products can be made with it.
  • i agree.  these articles from Jason are great and wonderful, but the silence from Microsoft had made the rest of the world just not care anymore. It's like when someone says they have a surprise for you, but then they won't tell you what it is. Two years later you just don't even care anymore. You've moved on and it feels like that is what will happen with whatever Windows puts out. Everyone is now embedded in other platforms too deep to care.
  • Hi infosage, I agree Microsoft has done itself no favors with it's relationship with consumers or developers.
  • Jason, For once you hit the nail on the head!  The Massively Screwed-up dys-Functional Team (MSFT) has a strategy, the strategy is unsuccessful and yet they are keeping on with their strategy!  That says it all! I'll get down-voted but I don't care.  I've got a 950XL (that might be starting a slow death), I use WMC every day (it is dead by all MSFT accounts), WHS2011 is a backbone of my home (also a dead product).  I'm not sure why the Massively Screwed-up dys-Functional Team is still supporting a dead to them concept but that is why they are the Massively Screwed-up dys-Functional Team!
  • I disagree.. I don't think it's fair to say they are continuing with the same strategy therefore it will fail. Jason is saying that they do have a mobile strategy currently. Although past strategies (that have failed) have been stepping stones to their current strategy, it's not fair to say the current strategy is a destined failure simply by relation. Nobody is saying that MS is continuing with an ongoing failing mobile strategy of the past.. For example, the old strategy of a typical WP7 smartphone that's app dependent, and meant to take on iDroid devices, is not like the current strategy of a category defining mobile device running full Windows that's adaptable to the usage case scenario, and hardware, at hand. The new strategy is an already proven strategy, in a sense.. The new strategy is to make a mobile Surface PC, and Surface PC's are already gaining popularity. The current strategy isn't just another "Windows Phone" device, rather it's a new type of "Windows Phone" device and more... Lol. Probably gonna be called the "Surface Kinect"😛😛😛😛
  • I think Microsoft discovered the importance of killer hardware a bit too late... Surface has shown some great innovation... but retreating from mobile has been a disaster for them. I think they should have continued to invest in maintaining and slowly growing their 3rd place spot in mobile.  Now with their presence effectively destroyed, they are seeing most avenues to success being stolen right from under their nose... AR?  Apple just stole their pie with AR Kit, and Android quickly followed.  AI and chat-bots?  Alexa and Google Now are pushing that faster and more effectively. It all comes down to content.... ecosystem.  With a stong ecosystem, established players can easily adapt or expand into paradigm shifts like AR and AI... jsut as Microsoft was able to do with their juggernaught control of the PC Desktop industry in the 80's and 90's.  I am beginning to think that the only reliable path to success is web apps... as web standards continue to improve, and mobile web browsers and hardware continue to increase the performance envelope, web apps would make the underlying OS irrelevant.  They are already helping take the edge off for the brave souls who are living with Windows 10 S. As far as performance goes, web apps have high performance audio and graphics... and soon WebAssembly could change the game for general 3rd party code libraries... all runnable from any browser that supports the standards.  OS services need a big boost though... while there have been some simple things like location-services for GPS sensors, and alot of useful options for local app-like logic, there's alot of holes remaining. If I were Microsoft, I'd heavily invest in closing those holes... Mozilla tried this with Firefox OS... but their timing was a bit early... I think that pefromance and general web standards are now much more favorable for a second attempt at this.
  • I expect they are looking to have Xbox and phone not included in kantar phone results. Instead they all bundle together in one number and will be totaled together and that number praised as to why they are going to release the "surface mobile" or whatever they call it.
  • Jason, a new Windows Phone at FIFA!!
  • Thanks for the link, very interesting!
  • From your articles all I can conclude is that you actually know nothing. One day you say one thing, and the next day when you see another Windows phone, you just make entirely oposite article. Let us all just admit that we don't know ANYTHING. We don't know when is Microsoft coming back to Windows mobile, we don't know if Microsoft is coming back to Windows mobile. We only have our opinions, and that's all. By the way, I've started to skip all your articles like this, because there is actually no peace of information behind it. Try sticking to newer peaces of information, and most importantly - we should not try to talk people into thinking how Microsoft will do this, or that. That we don't know, and we only know that right now Windows 10 mobile is on the way to desappear due to Microsoft. And for gods sake, fix your Windows Central UWP app. We cannot loggin nor write comments in it.
  • You are quite right; we don't know nothing (including Jason) but let me ask you this; if we don't know nothing, then how do you know that "right now Windows 10 mobile is on the way to desappear due to Microsoft." Where and when MS said it?  I'm in the fast ring with my L950 and it's amazing how w10mobile works good. My phone is faster then ever before. So, whatever they doing with the mobile OS right now, I like it!
  • I meant it is on its way to  disappear at this exact moment because there are no new globally available devices.
  • That's because they are working on the Surface phone now. :) MS officaly confirmed that we'll see so called "always connected devices" later this year:  “We are on track to see Windows 10 on Snapdragon devices become available this year as previously shared. Microsoft and Qualcomm continue to work closely with our OEM partners ASUS, HP and Lenovo in bringing Always Connected devices featuring always-on LTE connectivity and great battery life to market.”   So, who knows, maybe SP is on it's way...
  • We only know Nadella killed WP, and killed forever developer trust.
    No apps, no future.
  • pieces not peaces. We DO KNOW that MS is making Windows on ARM, we DO KNOW they are making CShell, we DID KNOW they were working towards OneCore. So although this is a very fluffy piece there are a few things we do know.
  • Thanks for correcting! :) I agree, but we don't actually know if they are going to give up half the way, or something like that. I personally think that the new iteration of Windows 10 mobile is on the way, but I can't say that I know it. Although we do know they were working on it this year, and we saw one its build when it leaked. I'm reafering to that one with Cshell, that didn't run Silverlight apps, but had some cool stuff we wanted to see on Windows 10 mobile such as landscape mode for start screen. It looked very incomplete, but let's hope they didn't give up in the mean time, and that they are going to release it some time soon.
  • Garisa thanks for the comment, but as I'm sure there is one thing most people on this site can attest to, whether they agree with my analysis or not is that Inam consistent. I have consistently presented a big picture analysis of Microsoft's Windows on phon (mobile) efforts as an ongoing effort despite failures/cancelations of distinct iterations of the Windows on mobile devices over the years (Pocket PC, Windows Mobile, Windows Phone, Windows 10 Mobile). I have been predicting full Windows 10 on ARM as the replacement for Windows 10 Mobile on pocketable devices for some time and have been predictiing a full mobile PC with telephony experience since January 2015. (Check some of rhe posts on my Twitter feed @JLTechWord where I reference that.) Contrary to your assesment I've been consistent for that Microsofts mobile strategy (though not successful to date) is not dead, among a sea of voices that shout the opposite. My view has always taken into account the big picture and remained consistent so your claim that my "one day I say one thing and the next when I see a new phone I say another" are not only inaccuarte but a bit confounding. You say that you read my articles and base that assesmnet on what you have read. Perhaps you misunderstood something I wrote or I could have made a particular point clearer. Would you mind sharing the points of conflict that you're referring to help me understand where you're coming from. Thanks😉
  • I want to like the way you write but your storylines seem repetitive. I really want to like you, but it will only happen when your optimism meets the reality of a Surface Mobile device is released and I am able to have it in my hands.
  • Jason, I'm really tired of this kind of articles.
  • Hi anishkhan you can read other topics here: 😉
  • Thanks, Jason. Like your articles before going to bed. First sentence alone makes me snooze. You found the cure for my insomiac.
  • And I'm really tired of that kind od stupid comments. 
  • I also tired of seeing you under every bad comment. There was quality in every Microsoft product... Some of people had passion but Microsoft reverted it into hate and those people deserves to say what they want. Yes Jason Wards writes a lot and disturbs people like me because we already tired of SOONs, every time I see his posts getting excited then reading... All of it blank. There is no prove, no leak it is all his thoughts. Sorry for half baked English(like w10)
  • My thoughts, exactly. 🙂
  • "Editorial"... Look that word up.
  • Aniskhan001.... The other day I was really NOT craving ice cream at all, so I went down to the parlor for a double scoop.. I think we're in the same boat.😒
  • Satya: please listen to Jason Ward and give us a hint on the Surface Fold!
  • LMAO, I did not even read the article just laughed my *** of after reading the title 
  • Read the article then jump back in once your done laughing😄.
  • Jason. When you have to say "(seriously)" in the title, know something's up. Then when you come down here and see people don't even bother to read anymore, then be sure there needs to be a change. There's just not information to keep hypothesizing.
    Even the images are repetitive now. Let these articles rest for a bit, come back with one when some new info has actually emerged to warrant a new article.
  • Great article, as usual, Jason, and the important history/context may be new for many readers here, but I have to agree with AgentTheGreat that it's enough speculating now, until we get some real information. Of course, I wonder if--and hope that--you actually have some inside information under NDA that you're only able to hint at right now. (And, as a complete but important aside, when will the app be fixed so we can comment from it?)
  • Sorry, I'll skip this article. You'll be writing the exact same article next week and the week after, I'll read one of those.
  • In the latest survey I scored you lowest Jason. Your shtick is worn out and tired.
    Maybe do some actual journalism for once and stop with the alternate reality stories?
  • Funny thing I rated him the HIGHEST.  You know why, as much as you're complaining you are here reading his editorial.  Because he provides a positive outlook about Microsoft mobile phones.  Even though most of us know it is very bleak.  If you know what his articles are about and yet you continue to read them then you're not tired of them. If you were you would stop reading.  I got tired of reading the negative articles on the Verge.  And guess what?  I stopped reading.  I have no idea what they are writing about these days because I keep away.  Had I cared I'd already be back.  So I'd say go read the other articles that you think suits your fancy and stay away from Jason's if it has become tiresome as you put it.
  • Thanks Whodaboss.😎
  • Happiness from reading Jason Ward articles is like happiness from a bottle; it's cheap, fleeting, and sooner or later, you have to face reality. Look around, reality IS bleak. If you'd rather insulate yourself in a fanboy echo chambers than looking at the situation honestly, okay.
  • Thanks fir doing the survey Spazz, and for visiting nonetheless. Perhaps you'll enjoy the articles I've written on AR - mixed reality - Microsoft's AI-driven camera tech - quantum computing - Tech in education - Windows 10 S - Microsoft and marketing - smartglasses 👓 - ambient computing - edge computing - Surface - Surface Studio and more😉:
  • Their stategy is stupid
  • Unifying Windows OS and app stores isn't stupid. A different OS and app store on iPhone, Mac, Apple TV, Apple Watch, iPad doesn't seem like a great development strategy. Seems to me like Microsoft's relationship with developers, consumers, retail operators seems very poor and as a result their design strategy for Windows becomes irrelevant.
  • Can you even explain thier current strategy for enough to claim it's stupid?
  • They try to make a programming strategy so that programmers only need to develop a program once and that the program can be run on whatever device you're using Windows 10 on. Guess what, programming for all things including a computer, a laptop, an xbox, a watch, a smartphone and a fridge is counter-intuitive. Also, it is a bad idea to think that Windows 10 will run on all devices, including a fridge and a smartwatch. The kernel requires too much processing power and the development is just too complicated. Just look at how slow Windows 10 Mobile for phones is.
  • Come on, man.
  • So if Apple and Google hadn't developed a consumer friendly mobile OS to disrupt their strategy, then right now we would have a full blown PC in our pocket?
  • Probably. If you were around for Pocket PC you know the interface was largely a small Windows PC, start menu, file manager, control panel, the works. The technology wasn't anywhere close to running desktop Windows on anything small. We are close now. I have full Windows running on a 7" device (HP Steam 7). There are stick PCs and things like the Kangaroo that show you can cram Wintel into a tiny space. Biggest thing wrong with those things today is battery life. No reason to think MS would have gone in any direction but shoehorning Windows into ever smaller devices were it not for Apple (mostly) and Google's efforts to make a truly finger focused UI. MS doesn't stick their neck out if they are winning.  The question is, though, is that what you want in your pocket? Something that runs Word, Visio, Photoshop on a 5-6" screen? How would you use it without a keyboard, mouse and bigger screen, or at the very least a stylus and magnifying glasses. The capablities aren't worth much, if you can't use the capabilities, or if you need to accessorize so much you wind up carting around a modularized laptop anyway.
  • "The question is, though, is that what you want in your pocket? Something that runs Word, Visio, Photoshop on a 5-6" screen?" That doesn't sound like tomorrows mobile hardware. Not all mobile devices will have screens with fixed sizes like that. Displays will fold and roll or be "virtual" and infinite like HoloLens. Microsoft is trying to build the OS for the hardware of the next decade, not the hardware of the last decade. And yes I do believe traditional old fashioned smartphones will be around for a long time, just like laptops remain relevant today. Microsoft needs to catch the next hardware revolution wave, they missed the wave of the smartphone boom.
  • Funniest thing I've read in a long time, nicely done 😂
  • I see no indication this is still Microsoft's strategy. They recently said WoA wasn't for "phone experiences" and they haven't been focusing on UWP, which would be crucial to the success of this strategy. What indications from Microsoft actually confirm this is still the path they are on? What is Andromeda? In two years, will WoA devices be abandoned because Andromeda is now the true "One Core"?
  • Pleast stop interjecting logic into pie in the sky la la land, this guy is obviously Nadella writing under an assumed name and in disguise created by the best of Hollywood......
  • MS stategy=dreamon!
  • microsoft has to redefine what people need... i dont care about having a full windows pc in my pocket most people running android or ios dont care do what?? run legacy win32 apps on a 6 inch screen??? i would be the most happy user in the world if my windows 8.1 lumia 1520 had the apps i need... just this. but i am a regular consumer... M$ dont like regular consumers
  • If my folding phone requires the use of a stylus... well that's two hands... how will I drive and text at the same time? (tongue planted firmly in cheek as I typed that).
  • Self driving cars man, all powered by ARM and Windows and unicorn blood [bong-rip]
  • WIll these be our new mobile devices? Not very pocketable, but hell a telephony device you can drive, didn't see that coming... Awesome! Make a direct WiFi device that will connect to your new mobile telephony device to take the conversation anywhere while away from the device. No real hassles with battery. Whoah, and a great place to lounge around in to play games... Forza 9... they'll make use of the now redundant steering wheel (now self-driving). What a brave new world we live in.  -- Maybe got a bit carried away there. Back to normal transmissions --  
  • What a joke.
  • Ms OS strategy will not succeed beyond being a necessary tool within Enterprise, gaming and office. They've burned all loyal fans, they've continually ticked off any developers and now are only a necessary utensil to get stuff done. There's no reason to buy into they're vision except to develop for other platforms..
  • Correct. Niche only, phones sell in their hundreds of millions primarily because of their social aspects. Who other than the odd geek wants a PC in their pocket, no one. Doesn't matter how cool a new MS phones hardware might be, without the full suite of social apps any new WP is DOA.  
  • Jason has to be trolling with these articles at this point. I seriously cannot believe that any sane and rational person would be writing the same BS articles over and over again.
  • Might be time for an intervention......
  • And yet you are here over and over again. :-)
  • Has Jason been trolling windows fans from the start? Has he been giving false hope while the decks were flooding? Find out, on the next released Warditorial!
  • The equivalant of the string quartet playing on top deck while the ship was breaking in half!
  • I've assumed it's trolling for awhile now, it's masterfully done.
  •  It really is not trolling at all if you can handle 2 basic concepts. Microsoft is clearly achieving their design goals but losing their developers and users along the way. There is no doubt what Microsoft is accomplishing is an amazing technical feat, but developers and consumers are not seeing the value of their technical accomplishments. One scalable Windows OS with a unified app store on every device from pocket PC to big screen TV is something that took a generation to achieve.  Microsoft has almost achieved this goal, but without significant developer support, hardware partners, retail partners, and consumers reaching this goal could become meaningless.
  • Well, that's all because of insufficient marketing, now isn't it....
  • While I'm skeptical of Microsoft being able to compete with Apple or Google in the consumer (or business) mobile sector. I am very intrigued with CShell. It may end up being in a new category of devices all it's own. 
  • Nothing that's talked TO DEATH like CShell is right now can be a game changer. How long has it been since we were first introduced to the vision of "a PC in your pocket"? What have you seen happen in reality?
    Do you think if there was talk of the first iPhone from two years before the actual release, that the iPhone would've been a game changing success? Microsoft has lost the element of surprise over and over with the original Surface table, with HoloLens and with Continuum and CShell.
    At best it will be an incremental, mundane, boring thing that every other platform has had the time to adopt.
  • Microsoft does not move fast enough is a legitimate criticism. They act as though they merely have to introduce us to an idea and then their partners will build it for them on their own or the world will wait indefinitely for Microsoft to build the future they overpromised and underdelivered. They seem more interested in telling us where the computer world is going than actually getting us there ASAP.
  • If you want a realistic analysis of Microsoft's consumer situation, check out the Sam's Report call "Microsoft's Scary Consumer Future"
  • Hi infosage this article is not focused on Microsoft's consumer situation, but this one is; and sadly Microsoft's consumer situation looks bleak to me. Ambient computing: Will Microsoft's lack of consumer focus hurt its future?
  • The WP7-8-8.1 UI with the carousel scroll and three dot bottom, things like Facebook, Twitter baked into the OS and "My People" (making apps partly redundant), "lenses for the camera app (essentially integrating all camera apps into one, easy to switch place) and the overall the OS performed - those were the best. Windows 10 Mobile still doesn't feel as polished as WP8.1 did at it's time. It was thoughtful and made life easier.  Wish we could get the original WP8.1 with windows 10 mobile live tiles and more modern looks. That OS was slick. Windows 10 Mobile, as satisfying it is, has always been a step down for me :-/  lost of missed opportunities and missteps. May be some day iOS / android will replicate the wp8.1 UI and call it new, and people will lose their minds over it
  • ^This!^ Windows 8.X or even 7.X for that matter seemed more polished that Windows 10 Mobile.  It really just doesn't compete.  Because MS added some new features some will prefer 10 over the previous versions but not me.  Microsoft kept removing Great features to add things that aren't so compelling to me.  Microsoft killed off some of their best apps so of course developers chose not to create if Microsoft doesn't even believe in their own product.  I still love looking at my HTC Radar 4g running 7.X.  Panoramic Photo Hub.... oh the days....
  • OMG enough with Windows Phones. Can you please write stuff about the PC side instead.
  • Hi Engineers here are articles I've written on a range of topics from: - The Intelligent Edge - Surface - Ambient Computing - Smartglasses - Tech companies in education - Quantum Computing - Cortana - Microsoft's Leadership - AR, Mixed Reality - Paint 3D - Windows 10 S - Marketing Surface Laptop - Cool Factor - Fluent Design, - Microsoft's AI-driven Surveillance - Project Centennial - Continuum and MORE! You can find nine pages worth of this content here: I encourage you and anyone else to read and comment on those pieces just as you have done here. Thanks you! :-)
  • "Believe it or not, Microsoft's mobile strategy is still on course... to the gutter... (seriously)"
  • Jason, I believe you when you say it is on course...for the board of Microosft, sure it is on course. But for the people who matter the most (their most loyal customers), they have almost all jumped track, entered a different race, and have no idea where that course even is anymore (nor do they care). This whole mess should be an example to other companies as to what can actually happen when you treat your customers base like garbage. They aren't digging out of this one.
  • Like I said, it has been unsuccessful so far and despite market forces against it, most of the responsibility for failure rests on Microsoft's shoulders for being slow to respond, lack of focus, poor follow through, and apparent lack of commitment.
  • Jason though I don't always agree with your outlook or context of your articles I do enjoy your editorials.  As some would say you write pie in the sky articles but I just see it as a positive outlook.  If you were more negative you'd get criticized for that too.  The probem as I see it is that most readers here just want some tangible, hard concrete news on Microsoft's vision moving forward.  Especially they want to see some semblance of a new phone or device.  I'm not a fan of Windows Mobile 10.  I'm not.  I think Microsoft has regressed.  Regretably.  And the problem is there are no rumors, nada, zero, of any new hardware that is very demoralizing and frustrating.  So, people take their frustration on you when you're attempting to be positive.  That's my take.
  • MS has driven mobile has driven off a cliff and plunged to it's fiery death. I guess you could call that a course.
  • Oh I agree Microsoft made plenty of poor decisions, and they're suffering the consequences as a result. But I believe they still have their eyes the objective and are trying to salvage what they can to get there. Like I said, success or failure isn't whats being pointed out, simply that MS is working toward a goal in mobile with what remains.
  • Just like in life, if you don't succeed, change your approach and try again.  Microsoft WILL get there, it's just the half hearted attempts they make that leave people flabbergasted, they are their own worst enemy and create their own pitfalls from which to dig out from.  
  • You know, sometimes I do get annoyed when Windows Central pushes the same "theory" over and over again. OK, we understood, MS is still on the mobile game, until the end of 2017 we're going to see Surface Phone, but your "news" about "telephony-enabled PCs" don't really give new information now.
  • Jason, stop it. Get help.
  • He may be beyond it. Microsoft clearly is.
  • Hi spazz and plunder how about a point by point well articulated rebuttal rather than personal insults.😉
  • Whatever they do now - is in a world totally dominated by iOS and Android devices. They managed to destroy Nokia (something I will NEVER forgive). The only recent WP devices were made by other companies (god alone knows why any mobile hardware company would trust in them). They reprent a miniscule and shrinking section of the market. A market they hardly even talk about any more. If this is "on track" - what for - OBLIVION? I had a CE2 device way back; but avoided WP. Because BEFORE they even got involved with Nokia, I realised that Microsoft simply couldn't be trusted. A unified platform is a good idea. It really is. But should I, or anyone, trust Microsoft again - in mobile? I say HELL NO.
  • It pains me to agree with much of what you said plunder. Nokia was a beacon of light for MS... a mariage made in heaven.  WP and it's cool tile UI and Nokia's camera tech... great stuff.  At it's peak, Nokia made enough of a dent in the hardware design mindshare to convince Apple to try "uappologetically plastic" colorful versions of the iPhone.  While I think Nokia was slow to offer a flagship phone with premium metal materials, it's taken a long time for competitors to finally surpass Nokia's camera dominance on mobile. The entire downward spiral that was MS acquisition and then dismantling of Nokia's phone division was a travesty of the highest order.  Nokia dominated WP marketshare anyway... Rebrand the flagship Nokia's as Surface... Microsoft should have recognized what they had and gone with whatever kept their fragile markeshare slowly expanding.  Stronger 3rd party hardware could come in later. Yes, it's easy for us to armchair quarterback this stuff... buisness at that scale caries massive financial expenditures and risks... But it's hard to argue with the self-inflicted wounds that Microsoft must now content with.  It's hard to see a path where any great Ideas that MS tries to pursue are not just stolen from them by stronger players in the market.  Without a credible presense in mobile, so many avenues are non-starters.
  • I miss Nokia.  I miss those phone designs.  I miss the first in class camera's.  I miss their apps.  The only thing I don't miss is the Lumia name.  Even though I've owned several and still using a Lumia 830 as my daily driver.  I so wish they could have come up with a different name.  Damn I wish they could have gone with the xPhone.  The name Lumia never conjured up as something everyone would want to run out and buy.  As you mentioned, the moment Microsoft started firing the top Nokia departments I felt Microsoft had given up.  I still want a Nokia device I just don't want one running Android.
  • iPhone and Android were created in a world completely dominated by Windows and Symbian. iOS and Android will not dominate forever. The EU seems to be determined to make sure that no company is capable of long term domination.
  • Keep 'em coming Jason. First, they (the Hater Nation) don't pay your salary and second, it's very entertaining to read the comments section. I bet you and the others have an over/under on troll activity per article.
  • No point, everyone would bet the over.
  • Give it a rest Jason.  My data banks can't handle these articles.  Heck, I can't even handle the headlines when I scroll through the feed.
  • Oh, how cute is that.  What good is a strategy if it uttlerly fails all along the way.  One puts a strategy in place to achieve an end.  Maybe we do not know what Microsoft's end is or ever was.  My impression is that Microsoft themselves does not know 
    to what end their strategy is aimed at 
    and we are simply witnessing the results of that fact.  Labelling a certain behavior or "plan" a strategy does not really make it a strategy.
    Calling tactics strategy does not help either. From my very remote view (and from being a Lumia 950 user),
    Microsoft does not seem to have much of what I would accept as a mobile strategy.    Microsoft might have some very general overarching strategies formulated by top management and also formed by company history ... And those general strategies that hover over the Mircosoft corporation like a god inform their thinking and a behaviour which they then may call their mobile strategy.  Microsoft simply does not have a mobile strategy, 
    at least not one that truely deserves that label.  There are other things that are of paramount importance for Microsoft Corporation otherwise they would have formulated a real strategy and executed on it.  Right now, all I can see is management blunder
    - in respect of a lacking mobile strategy.  But maybe this is just part of a bigger corporate strategy that noone is fully aware of.    Anyways, as a customer and user I have noted that Microsoft has failed utterly and one better stay at a safe distance when it comes to "mobile" and "Microsoft". 
    NYPD might agree.   I like Windows 10 - but hey, I can get my stuff done with other solutions as well.  I use W10, I use Linux (Solus Budgie, Ubuntu) and if had to use Mac OS I would my jobs done with that one as well.  I use what is good for me.
    W10 is fine, Microsoft is fine, other OS and companies as well.  .
  • Agreed!
  • I stop read the article when you said (Seriously) The promise with windows 10 was create one core for all Windows devices, we see that this never happen, different version of insider build for phone an pc are running now on this devices and every time this diference is bigger.
  • The article assumes that W10 Mobile is being replaced by Windows on ARM and Cshell. Although I have heard contradictory things from people like Joe Belfiore that make this situation as clear as mud. If they do actually keep W10 Mobile I agree with you that its arguable if Microsoft is even making any real progress at unifying the OS. I tend to believe WoA is the logical replacement for Windows Mobile.
  • Here's why Joe Belfiore's "We have Windows 10 Mobile for phone experience's" doesn't contradict Windows 10 on ARM pocket PC vision:
  • There you argued "he means RIGHT NOW" as if he is not aware of something called CShell. If the guy knew they are going to have CShell on a phone-resembling device he would have said so. Basically what you are saying is that "he didn't deny there can be a mobile experience separate from W10M despite what it looked like he said!". How reassuring really. Your articles are 10% Microsoft remarks and 90% wishes and hopes skewing those remarks into what you want to believe.
  • I have no beef with Jason. I've been with Windows Phone from 7.5.. I would have stayed through this current refocussing if it wasn't for the fact that Ms has done a better job making their services work on other platforms and buggering up stuff that worked on Windows Phone.
    While it isn't necessarily the apps, it is the services. Edge, universal messaging, nfc, Nokia, maps, No pay services, etc.
    What does Cshell bring That Ms hasn't already broken for its users?
  • It's funny how people come on here and hate on Jason yet take lots of time out of their day to write freaking paragraphs in the comment section...
  • I remeber this line of argument back from my GSMArena days: "you care enough to comment!"
    Here is how it works: you visit the site to get informed. You find an annoying pattern in the flow of that site, and after a while you come here to vent about that annoying pattern. It's completely normal to comment about what annoys you; it's not that you agree when you comment. You're so frustrated that you decide to write how much you disagree, and that shouldn't be a surprise. It's actually amazing how this simple thing is so hard to comprehend for the defenders of that annoying pattern.
  • What's the point?
  • Here we go again. Another day, another portion of speculations. On and on and on it goes. Mobile, strategy, CShell.
  • Okay, I'm just going to get other devices until Microsoft can get their act together and bring their shiny Mobile Strategy.
  • My first smart phone was a windows 7 titan,  than Nokia devices. Icon being my last one till yesterday when I was informed the very few app I use, are leaving the wp market... I don't like Apple. And can't get the new Nokia's on Verizon. So I'm stuck with android. LG G6. Honestly I find windows os to be better. Maybe when Ms figures things out I'll be back... This was a sad day for me tho.. 
  • I did the same yesterday, only my only option was S8. I started with a Titan 2. So much for our love if the OS and Nokia. Ironically, the potential of both killed by MS.
  • Actually ms is not on course, the strategy now is to retreat, and see if the bend in the curve is possible or even worth it. Prior, the strategy was to embrace the bend in the curve and get ready for it. What they are realizing is that the typical smartphone still has life left in it to the the point that its becoming a commodity item.
  • It's not clear that windows on arm fixes anything for mobile. What people use windows for is clearly unaltered by Microsoft exiting the mobile stage. For example, PC gaming or productivity. Why does adding phone calls to windows make it more of a must have? Why am I dumping my phone for a computer-phone thats less powerful for traditional windows tasks and without the apps for mobile tasks?
  • Just as a matter of simplification they no longer have to build new apps and OS features for every new device. Remember where we were 5 years ago. All these apps built for Xbox 360, WP7, Windows 8, and Windows RT but none of them could share their apps or OS updates. ARM and cellular data are critical to mobile and wearable computing. A product category like HoloLens will have a very limited future if it is not built with ARM/Cellular compatibility. If phones can become tablets through foldable screens then Windows 2-in-1's and Surface are vulnerable to being taken over by iPhone/Android, but likewise Windows 2-in-1's that can fold down have an opportunity to convert Windows users into mobile users.
  • This is more a question to ARM companies than Microsoft. With respect to power I think companies like Qualcomm and Nvidia would love to take on Intel on a level playing field. Windows RT put Nvidia and Qualcomm at a major disadvantage to Intel. 
  • Microsoft's mobile strategy is "on course" in the same sense that the Titanic was on course when it hit the iceberg.  
  • It's not a bad analogy. Like One Windows they did successfully build the Titanic and it was impressive and ahead of it's time. The problem is where they directed the Titanic and how they operated it. Windows has crashed into the mobile computing iceberg. Every Microsoft app and service under Captain Nadella feels like a little lifeboat fleeing a sinking ship.
  • It pretty sad when the majority of comments here are bashing Jason for yet another repeat. Jason... Don't quit your Day Job! I have ad block on because of this... So, the "(Seriously)" click bait in the Title ain't working!
  • If their strategy was to support competing platforms before their own and quit making hardware so their platform isn't even available, then they've been very successful! The state of Microsoft and mobile has be convinced Surface Phone will never exist, continuum failed, and no one is going to be looking at Microsoft for anything but windows desktop.
  • I never thought I'd say this, but the Balmer mobile strategy was more effective than the Nadella one.  Sure, Nadella has a great Office and Outlook app for his iPhone, but Balmer owned a growing % of the mobile market in quite a few countries (> 30% even in some).  That's users who were likely to use the phones services.  Today Windows is lives in a continuously shrinking market while developers focus on iOS and Android.  They cannot even get cross platform development right to motivate developers to effectively support Windows.  All Microsoft may end up with is Office and some server hosting. Maybe I'm wrong, but sadly I'm not seeing a path to a rosy future.
  • What market for the have 30% and how many phones was that?!
  • I also see Microsoft summarized in infrastructure (Azure) and Office. Even Windows seems like something with no future now as the enterprise requirement for full client devices decrease due to more cloud computing. If Microsoft doesn't get into mobile, with dwindling numbers of laptops and desktop PCs they will be inevitably pushed into the back-end business just like IBM.
  • 30% by offloading cost price 520s in India and Greece where most people couldn't afford iPhones anyway, isn't an achievement. Those users ditched the platform when it was time to upgrade. And those markets weren't going to decide who wins, mobile trends trickle down so you need the USA and to a lesser extent, China, if you want to be a global presence. WP never was, and that 520 strategy cost them.
  • I am sorry but Europe and Asia markets are more important in sheer number then the US .
  • Ms had good penetration there. too bad that has eroded.
  • They had no Asian markets except for maybe India where half the country lives below the poverty line and aren't big app buyers. There's no Japanese presence and China? Forget about it. Where WP did well was 520s in Brazil, India, and some southern and eastern European countries; and I'm sorry, but Croatia isn't deciding mobile, and you're going to need many of them to make up for the 300M Americans you forfeited, or the 1B of China.
  • This Jason Ward guy seriously needs that job at WC.
  • Believe it or not, Microsoft's mobile strategy is still on course (seriously). So were Kamikazes.
  • A fully featured Win 10 phone with access to the apps that are used by all of us, and you know we'll be back.
  • Good one, and makes perfect sense. I only wish they haven't downplay support for existing Windows 10 Mobile so early. At least Microsoft made applications should be first on Windows and run best on Windows (wtf LinkedIn?). To make things worse, they seem to be pushing existing Windows mobile users toward Android, and that is just bad and wrong! I got myself an iPhone as backup, but Lumia 950 is still my daily driver for as long as it's supported.What I know for sure is that I'm not getting any android running phone ever, mostly because of google's anti-Windows attitude. I'll rather purchase some feature phone such as new Nokia 3310, and use that :-)
  • I think that it's interesting that so many of these artices about Micrsosoft Mobile keep showing the never released Microsoft Courier device.  (Yes, I still want one, if it lives up to what they planned for it!) As for Microsoft's mobile strategy being on course, the first thing that comes to mind is someone driving a bus over a cliff and saying that they're on course.  As a long-time fan of Windows (and former 10 year Microsoft employee,) I hope that Microsoft reverses course and starts having success in the mobile market.  If I am forced to move away from a phone running Windows to one running Android, then why not replace all of my desktops (and personal server) with Linux?  If Nadella is more interested in Cloud Services than the devices and OS we're using, then Microsoft operating systems may no longer be what we're buying.
  • This is a good one.  
  • April fools in September. 
  • Microsoft has no mobile presence, no mobile customers, no mobile developers, no mobile carriers, no mobile hardware. And you're stating their mobile strategy is on course. Seriously? What you actually mean is they're still hoping and anticipating for a sort of "paradigma shift miracle" that offers them a chance to get back in the mobile arena. That has nothing to do with a strategy on track.
  • THIS ^^
  • I can tell a Jason Ward article simply by reading the article headline.
  • Windows Phone 7 was great. You really had everything at hand at the hubs. And I insist having a pocket PC which acts as a phone too is an stupid idea. I will still need to carry around a "laptop dock", a "tablet dock" or something like that when I'm not at the office and need to do PC things. I might as well carry around a regular smartphone and a Surface tablet or laptop instead. What happens if I get a phone call (Where I live we still get those every often) while I'm in laptop mode? Some says the screen might be foldable and thus convert from phone to tablet, but the technology isn't there too. Current foldable screens can't be folded as narrowly as regular paper and the electronics which comes with it makes for a not very thin device when folded.
  • Actions speak louder than words, let's see what they will do. 2018 is just around the corner.
  • I think you mean Coming Soon™
  • LOVE the Warditorials! Even though Microsoft is taking10 times longer than Christmas to get their "stuff" together and present their product to the world ... I keep hoping. And you, Jason, keep me focused on what I truly love ... my Windows phone. I cannot imagine having to resort to an iPhone or android. I just hope that my Icon can hold on until MS can deliver on a new one!!
  • I wish I had that kind of hope anymore.  I'm relying on my 1020 until it won't charge anymore, then I'll downgrade to my 950 and use that until it dies.  I'm really convinced at this point, barring some miracle, I'll ultimately end up with some basic feature phone with tethering capability for my SP3.
  • I'm  Insider on the fast ring with my L950 and it works fantastic, better then ever before. Maybe it's hard to believe , but it's the truth.
  • It is hard to believe, my 950xl has so many bugs it looks like android 2.2 The most anoying is the camera app, Windows Phone used to be the best camera phone in the market and now i can barely take 10 shots without the phone hang, and the photos are terrible, my 1520 had better images. Spotify and Bluetooth are second, i have to restart the phone once a day to get spotify to work and several attempts until bluetooth actually works in my car system. Windows 10 Mobile is the worst OS i have ever seen.
  • Pretty sure you're already using a basic feature phone with tethering capability. But hey, those tiles spin around, so you got that going for ya.
  • Same here! :) We will get there! He who laughs last, laughs longest 😉😎
  • Thanks NMCynthia!!! I'm still using the 1520 and 1020 myself phone 📱😎!!!
  • It's gonna be a sweet present.
  • I've had the iPaq 3630, the Dell Axim X5 and X3i.  I've had the Samsung Focus, the Lumia 900, 920 (still do), 1020 (still do as main driver), 640 (still do) and 950 (still do).  I have zero interest in a smartphone that folds up.  That's not a useful design. I have a Surface Pro 3, which already gives me the PC experience while still having the mobile aspects of a tablet (although W10 is so flipping user SPITEFUL on tablets it's not even funny).  I can't imagine a single OEM deciding to make smartphone for Windows On Arm With C-Shell.  How would they beneift?  And if the only proof of concept MS is going to come out with is a ridiculous fold-up device, this is over before it even begins.
  • Windows 10 on ARM with CShell is the one Windows Microsoft envisioned since its early attempts at mobile with its pared-down versions of Windows on Pocket PCs
    This is revisionist history! I'm calling BS. The original plan was for WinRT and then UWP to become successful, and to then eventually bring a CShell enabled UWP desktop (which is what we use on current W10M devices when they are hooked up to a large screen) to W10! As a result of MS and UWPs weak market position, that changed. From that point on MS' strategy was no longer on track. Instead of bringing the UWP desktop from mobile devices to W10 (the changes made in W8 were part of that), MS is now bringing Win32's desktop to mobile devices. It's true that MS' has stayed the course toward unification for over a decade. How that overarching strategy affected their OS products, in particular their mobile OS strategy, has changed multiple times however. Thiis article portrays MS' mobile strategy as a deliberate sequence of technical changes that all occured according to MS original vision. That is just wrong.
  • CShell didn't exist in the time when "The original plan was for WinRT and then UWP" And we are not using CShell - on curent mobile devices. Not yet.
  • Yes, that's obvious. So what? UWP also didn't exist at the time of W8, yet that is when MS started planing for it. The technology on which UWP is based, WinRT was planned for when Vista was on the market. OneCore was conceptualized even before that. This article and my rebuttle are about strategy and whether it's "on course". Strategies are set long before the technologies reach consumer's hands which stem from them. CShell has been on MS' roadmap since before W10 was released.
  • That's the point. CShell is just a course correction, the latest shot at bringing apps to Windows after UWP and bridges failed to launch. Claiming this was the 'plan from the beginning' is not only bullshit, it insults our intelligence because this is a Windows site and we've all been paying attention, so who's he think he's fooling?
  • Hi a5cent and Strand0410 you misunderstood what I'm saying. If you look at the opening of the piece I outline what the Microsoft's over aching mobile goal is: "It is simply an analysis of what Microsoft's vision is, the vision's desired outcome, the steps toward that goal, and a view of the plans executed within the context of the real world." Windows on telephony-enabled pocketable devices Pocket PC 2000...It was Windows on a pocketable device, nonetheless, and represented a partial achievement of Microsoft's Windows on all form factors and Pocket PC vision. Microsoft has always wanted to replicate desktop power on mobile" Now that has been the desired goal for many years. Technological limitation limited the expression of the power of Windows on pocketable mobile devices, and subsequent market challenges and poor decisions negatively effected Microsoft's presence in the smartphone space as we know, but Microsoft never lost sight of that vision to: Replicate desktop power on mobile. The goal of Continuum and Nadella's assertion and desire that a Continuum enabled device is testimony of this (again success or failure is being argued here, simply goal and intent). OneCore which converges Windows was a critical component to the intended goal to: Replicate the power of Windows on mobile. Full Windows 10 on ARM is also a critical component of that goal. CSHell conceivably enables full Windows, one Windows to run on a mobile device with a mobile friendly shell and via Continuum present as a full desktop. (To reach Nadlellas goal of a mobile device replacing a PC the device needs to be a PC.) Microsoft has long envisioned the full power of Windows on a mobile device, my assertion wasn't that every technological step was envisioned, but the goal has always been in view. Intertermittent steps and developments' and tech achievements' along the way help toward that goal.
  • Microsoft's recent strategy to ignore Windows 10 mobile, at least for the time being, is badly hurting the entire Windows 10 ecosystem. I had never seen such a large number of apps being pulled out of store in such a short period of time. (last 1 year). I do not even want to discuss about this strategic blunder. I am tired of expecting someone on the other side to listen when I know that no one is there at the other end.
  • Then don't discuss. 
  • I'm pretty sure windows central decided to create these kinds of articles by Jason. Don't blame Jason, it's his job. Windows central is searching ways to survive. They have not been able to write a satisfying headline in almost 2 years. By that I mean a mobile related headline that gets us all jumping around. Jason's articles are an attempt to keep us connected to this website in some mobile related way. What other news do we have these days? Stupid games, exiting apps, endless xbox news, boring desktop builds... It is mobile what drives this audience. So we get hypothetic news articles... About non-news.
  • Truth has been spoken ! And you seem to forget about the Augmented Reality/Virtual Reality/Mixed Reality thing by Daniel Rubino, who surprisingly turns into a flop everything he gets overly excited about (Surface Phone, Windows phone, Cortana...)
  • It's not Daniel. It's just that virtual every consumer facing thing that is supposed to relevant to tomorrow's tech is a flop when done by Microsoft: Surface Table, Hololens,Windows Phone and Windows Mobile, Zune, Windows itself since 8 and all of these are self inflicted wounds mostly in the implementation phase, like half baked features and half hearted attempts at those features.   Jason wants to argue Microsoft has always had a vision, but when you are serious about a certain vision for 17 years you actually put muscle behind it. I never saw Microsoft really pushing for this mobile vision. Microsoft was never pushing for getting things done on mobile...really. You can't have a phone missing some basic features as two different volume controls for notifications and apps and then pretend like you care about mobile.
  • Microsoft was pushing at a certain moment when then signed an exclusivity contract with Nokia to use only Windows phone and when they even acquired Nokia (which I will never forgive them). Windows 10 desktop, Xbox one are doing pretty okay in comparison to the rest. Yet, Daniel doesn't write much about...
  • I agree that the mobile phone strategy has been successful. Satya Nadella said he wanted out. Terry Myerson said in 2016 there was no focus on mobile. They paid $7.2 billion for Nokia and closed down the business. It's been a tough two years to realise the Microsoft strategy of having zero sales but they are achieving their aim of turning consumers away, turning fans away and now withdrawing from the enterprise market.  As soon as they can persuade their last OEMs to ditch Windows 10 Mobile their exit strategy will be complete. Huge success.
  • You say you agree that the strategy has been successful, while my assertion is that the strategy has been unsuccessful.🤔
  • Well you said it was "on track". The only sensible view is you are referring as an "unsuccessful" consumer product. On track I take to mean getting out of phone. Thus they are hugely successful. Their strategy that was made public was to get out of phone. They won that one. Perhaps using unsuccessful and on track in the headline confused me. I assumed you meant taking phone to a zero market share was a strategy for creating a hugely expensive cellular PC for business.
  • Hi Stephen, thanks for the response "unsuccessful" was simply an acknowledgement that the strategy as we all know has been "unsuccessful" 🙂 in the market as you state. Of course that wasn't Microsoft's intent. Lateness to the consumer space, other decisions and market forces contributed to that. As far as "on track" is concerned, I'm referring to the company's goal to bring the power of Windows to a pocketable form factor.despite all of the failures and challenges, that goal still seems to be the intent as part of the One Windows vision. I actually state what I mean by "on track im the closing: "The full power of Windows will finally be available to desktops, laptops, tablets and pocketable devices. Microsoft's one Windows Pocket PC mobile strategy's still on track. Some readers may conclude this is a poor strategy or one for which the desired outcome is unattainable. That's fine, but those are not the points advocated in this piece. This is an assertion that Microsoft has a mobile strategy and that with its one Windows efforts as the driver, it's still advancing that strategy toward the goal of a pocketable, telephony-enabled device with the full power of Windows.
  • The thing about old Microsoft is that they were incredibly tenacious. If something didn't work - - they'd keep at it. With Windows Mobile they have given up. Same with Band and Cortana and any number of other things. They show that a bit with Surface but I'm not sure anymore.
  • I surely dont want to buy a 7" tablet/4g 2in1. I would prefer a 5" high end smartphone (for normal users/consumers) with continuum although i prefer desktop pc over anything. It could be a nice touch if new Nokia realeased few windows phones just to show how its done. Microsoft never did enough marketing for lumia or even windows mobile in general. I dont want to change mobile os but thats what Ms is forcing people to do.
  • The problem with Lumia wasn't marketing. They poured money into marketing without ever hiring 2 more developers to bring WP feature parity with rivals. They took more than one and a half years to separate the volume controls for ringtones and apps. Their Office suite was never actively updated to bring it closer to a more productive suite. They didn't add support for newer hardware and were always behind. It wasn't the marketing. Microsoft never really cared about mobile, otherwise they could have assigned more people and more resources to develop the OS faster to be able to actually compete in the market.
  • Am I the only one who in hindsight, thinks MS should have kept on with WP 8.1, ie WP 8.2, WP 8.3?  Calling it WP10 on a separate code base with a Bridge to port apps over between the 2?  The merge is great...but they killed any and all mobile future business to get there...
  • I think Windows 10 should have been 8.2 they would be at 8.8 now and headed to a perfect 10
  • I have actually 2 Windows phones on Windows 10 Insider (930, 950XL) and one on Release (550) and I had some more in the past.. Unfortunately 2 are mechanically broken (glass and SMS slot). Knowing that MS has a mobile strategy doesn't help me much since there is no more hardware available on the market to even replace the defective units.  I was forced to change OS because I need a flagship phone for my activities; I might as well remain on the new OS in the future as I was able to adapt it to my needs in terms of interconnection between phone and my Windows PC and tablet. I'm not likely to return to a Windows phone in the future.
  • When we see it
  • Yep, on course to jump off the cliff that is...(seriously)
  • It's actually "champing" at the bit. Chomping would be terrible for their teeth!
  • I don't get why, but a lot of these articles you write feel like placation. It's as if you're constantly writing an article where the message is "Don't worry! Everything is going according to plan."
  • Hi Flan I can understand how a one view of the content may leave you with that impression, but obviously the content reflects the repeated failures on Microsoft's part: A slow 🐌 response (actually reactive after Apple's iPhone) to the consumer smartphone space. Window Phone 7's break from Windows Mobile and deprecation of features. Windows Phone 8's leaving of millions of fans behind on Windows Phone 7.5 or 7.8. Windows Phone 8.1s destroying of MANY appealing features of Window Phone that I and many fans loved about the platform as you can read in my article : Ode to Windows Phone 8 Microsoft's poor decision to focus Windows Mobile on the enterprise and ignore consumers as I address in this four part series Windows Mobile and the enterprise: Windows 10 Mobile's failure in the market, as I address Even if Windows Mobile succeeded Microsoft would have pursued a post smartphone vision, was not planned. And I address in that piece I believe Microsoft may have intended to have both a more affordable Windows 10 Mobile smartphone and a higher-end more expensive full Windows 10 on ARM pocket PC in the market had Windows 10 Mobile succeeded: And clearly my opening in this piece which expresses that the strategy thus far has been unsuccessful includes the following and intentional opening paragraph in anticipation of assumptions that this piece (and other pieces) are advocating an optimistic position of success and all is well rather than the actual message that: - Microsoft has a strategy, - It has been executing - It has been unsuccessful - Here is the strategy and its desired outcome - This strategy is its not guaranteed to succeed. Here's that intro: **What needs to be understood is that there is and has always been a distinction between Microsoft having and executing a mobile strategy and the state of success or failure of that strategy. In other words, an assertion that Microsoft has and is executing a mobile strategy is not an assertion that that strategy is succeeding or will succeed. It is simply an analysis of what Microsoft's vision is, the vision's desired outcome, the steps toward that goal, and a view of the plans executed within the context of the real world.** And here's the conclusion: Some readers may conclude this is a poor strategy or one for which the desired outcome is unattainable. That's fine, but those are not the points advocated in this piece. This is an assertion that Microsoft has a mobile strategy and that with its one Windows efforts as the driver, it's still advancing that strategy toward the goal of a pocketable, telephony-enabled device with the full power of Windows." Still despite the exceptional clarity of the intent set forth in the intro of this piece, the identified and unintended failures of Microsoft's actions along the way and the reiterated intent of this piece in the closing, some readers are still not distinguishing between the fact that this (and other pieces) reflect an observation of a particular overarching strategy (to bring full Windows via OneCore, Windows 10 on ARM and CShell (all objectively observed steps MS has taken) to all form factors) not an optimistic assertion that it is succeeding or will succeed.
  • I would like some substance in these articles. Not a positive view on a ball rolling down an incline plane. But we have to be fair too. Ward is a victim of MS too, and what kind of W10M  phone articles can he write? The only news is bad news and his job is to attract people and not shew people away from the platform. So he's stuck between a rock and a hard place. It's like the poor guy who had to give Trump positive news everyday about him. Sure the wood work on the titanic was beautiful, and it was on course... He has an impossible job that he has to weave positivism with reality and this is the best  it gets. I damn microsoft for abandoning ship. Nokia has more vision than MS. At least with Nokia they had the belief that "If you build it they will come." MS built two lackluster phones and hung up their hats and watch it implode. They stopped making phones! They stopped making new, exciting apps! They stopped advertising! MS has the opposite of the midas touch when it comes to phones. I've never seen a company so destroy a platform like MS did with their phone platform. The phone platform is more crucial than the niche 2in1's they build. People are willing to pay 1k dollars a phone!!! That's insane and MS wants no part of that? They are crazy! Phones, tabs, PC's and Laptops are all interconnected and i believe that with the W10M death that it will effect the rest of pc's future perhaps. Ward, maybe write an article on how interconnected and interdependent all the platforms are and the failure of one might have consequences on on the rest of the platforms's success. I'd like to read that news article.   
  • Hi Stephen thanks for the response. 😉 Also please see my response to Flan below. A piece that begins with "the strategy is unsuccessful" and sets the context that this (and other pieces) are not an assertion that the strategy in place is successful or will be a success, which also identifies various points of failure over time, is simply an analysis of the existence of the strategy is definitely not a piece that promotes a positive view of a ball rolling down an incline plane. Again for a fuller response see my response to Flan😉 Also in regards to your request for a piece that shows the interdependence of various tech I wrote that a fee months ago😉: Ambient computing: Will Microsoft's lack of a consumer focus hurt it's future? 😉 Thanks for jumping in👍🏿
  • Actually, a nice point.  I especially like your "Convergence Journey" diagram.  Microsoft has completely fumbled the ball, but I suppose you're right that they are at least executing the play they designed.  I actually am one of the 1% minority that own a Windows 10 phone.  I paid 88 bucks for it on ebay.  A screaming deal.  And I frequently laugh at my friends that spend 88 bucks EVERY MONTH on their iPhone payment plan!!!!  It's an unlocked Cricket Lumia 650.  My GSM carrier is AT&T Go, and I pay a whopping 40 bucks a month for that service.  And you know what, it's actually a pretty decent phone, sans the plastic backing, which could be covered with a case anyway. I've got all the big apps on it: Facebook, Instagram, Word, Excel, Skype, Viber, Pandora, Messenger, Spotify, Groove, Netflix, Hulu, Fitbit, OverDrive, Audible, and to tell you the truth I don't really miss all the billions of other apps out there... with the exception of Mint.  It makes me quite livid that Microsoft can't cut a deal with Intuit to bring Mint back to Win10.  But that's about it.  I really don't find myself chomping at the bit to play Pokemon Go!  And paying $1000 for a phone for the privilege to do it seems rather silly and wasteful to me.   That said, I am also an app developer.  And from that aspect it does make me quite angry that Microsoft has fumbled the ball so badly, in that I have few customers!!!  I'm quite sure that the situation is going to continue like it is until M$ invests just a portion of their 9 BILLION in cash reserves on bringing a Surface "Note" to market.  They should forget marketing that "phablet" as a phone, but should market it as a mini sized surface that... just so happens to have a GPS and LTE.  It should come packaged with an active stylus, and a Continuum dock.  And should have some sort of emulation in it for Win 32 apps.   I am also quite disappointed in Satya Nadella's abandonment of Win Mobile.  I get the whole cloud thing, but AI is a distraction.  They need to finish what they started in Mobile before going head to head with Amazon Echo.  If Win10 mobile fails, then UWP fails, the app store fails, and that means the Surface line fails and... Windows 10 fails.  My advice to Satya is scrap "Cortana Speaker" until you bring the Surface Note to market.  First things first. Thanks for your courage in writing this.  It took some guts.  And I see you're getting all the bashing you'd expect from writing such an article.  Mostly from guys who'd never have the guts to write anything original themselves.  You are right though.  So hang in there bro.
  • Totally agree with your point. Mobile should come first. AI is a big distraction from all of the players. We don't need AI assistant. I can afford to live without one. No added value whatsoever
  • Hey RJP1234 I really appreaciate the support and your comments!👍🏿 I also like your football analogy. Perhaps if I used that in the text it would have made the presentation that Micosoft is still pursuing a long desired goal despite failures and misteps easier for some readers to visualize. Thanks for that. Also, yes I guess it takes guts to state an unpopular analysis. But I was raised to stick to your convictions🙂and not follow the crowd.🙂 If my analysis proves to be wrong then so be it. But I provide support for my arguments and articulate them professionally, respectfully and articulately. What more can a person ask except that rebuttals be presented in like manner. Thanks again for the support!😉👍🏿
  • WP is irrelevant, it's DEAD, put a fork in it, Microsoft has.