Windows 10 on ARM: Microsoft's key to the Chromebook market

Chromebook (Image credit: Windows Central)

Microsoft has today announced that the full version of Windows 10 is coming to ARM, with x86 support meaning your Win32 desktop applications won't be missing like they were on Windows RT. This opens up a whole world of new opportunities for OEMs, and indeed Microsoft, to build low-cost and low-powered Windows 10 devices that can directly take on Chromebooks.

If you were to tell me a few years ago that Chromebooks would actually be a big deal and a possible threat to Windows, I'd have probably laughed in your face. I remember thinking "A laptop that's just a browser? There's no way that'll catch on". I know many don't consider the rise of Chromebooks to be a threat to Microsoft or Windows 10, but they very much are. More and more schools and businesses are opting for Chromebooks over Windows 10 laptops, mainly because of price, but also because Chromebooks do what they need them to do, durably, and at a low cost. The volume numbers might yet to seem a threat, but as Chrome OS gains more and more capabilities it approaches the point of being "enough" for some users, especially students for whom it might be their first computing experience.

The Intel ATOM-powered Yoga Book is pretty cool — now imagine this with an ARM chip instead.

The Intel ATOM-powered Yoga Book is pretty cool — now imagine this with an ARM chip instead.

Windows 10 on low-powered devices doesn't exactly offer the best experience. Especially with Intel scaling back its ATOM line of CPUs, a gap for good, low-cost devices was becoming increasingly difficult to take part of. Chromebooks, on the other hand have been taking that market by storm, with Chrome OS running on all kinds of low-end mobile-class chips. This has given them a lead, but now Windows 10 is coming to ARM and Microsoft and its manufacturing partners can effectively fight back without taking a financial bath in the process.

Do you want a glorified web browser, or do you want a real computer?

Laptops and tablets running a Qualcomm Snapdragon processor won't be as costly to make and sell compared to devices rocking Intel ATOM or Intel Core M chips. It's a huge deal for Microsoft to be able to bring Windows 10 to Snapdragon devices, as it means manufacturers can begin building devices that cost nothing to make and sell. A low-end device running a Snapdragon processor with a cheap 1366x768 screen, basic keyboard, and passable trackpad, running full Windows 10 with support for all of the Windows app library, all for the same price as a Chromebook — the choice between the two is all but a given for schools and businesses. Do you want a glorified web browser, or do you want a real and fully-capable computer?

Even if you think competing with Chromebooks is a dumb idea, Windows 10 on ARM introduces so many new opportunities for PC makers. How about full Windows 10 in your pocket? That's a thing that can absolutely happen now that Windows 10 is coming to ARM. What about Windows 10 on low-powered, voice-activated devices with Cortana? That's another thing that can absolutely happen now that Windows 10 is coming to ARM. This is the first step towards a truly mobile and connected world, all powered by Windows 10. We're pretty excited to see what manufacturers, and indeed Microsoft, are to make of this.

Zac Bowden
Senior Editor

Zac Bowden is a Senior Editor at Windows Central. Bringing you exclusive coverage into the world of Windows on PCs, tablets, phones, and more. Also an avid collector of rare Microsoft prototype devices! Keep in touch on Twitter: @zacbowden.

  • Mind is blown. Just watched the video uploaded to Windows YouTube.....full Windows 10 64-Bit running on a Qualcomm Snapdragon 820...with complete support for the x86 application environment. How did they pull this off? You effers still hate Sataya Nadella now? He's the best thing to happen to Microsoft in a looooooooong time.
  • Total agree... His vision is very sharp and slow poisonous to others
  • Read this to learn how they pulled it off... in 2012! ;-).
  • Yes, but... Nadella... Geez, when will people understand these things have been a long long time coming.
  • They have had incredible side projects for a long time but Nadella has restructured Microsoft Research to allow more of these to see the light of day. Their quantum computing team is a great example. Ballmer was known for axing anything that didn't prop up Windows and Office. He started to turn a corner near the end of his tenure but he was a polarizing figure that stifled innovation. He was also a savvy businessman who did a great job with managing their portfolio but he did so at the expense of growth. They have also been restructuring Windows for a long time. Strategically, platform convergence precedes Ballmer's tenure as well. Every CEO inherits good things and bad things. What they bring to the table is focus and culture. Nadella has that in spades. For most, he is a breath of fresh air but that doesn't diminish Ballmer's achievements.
  • most balanced comment about both CEOs that I've read, thank you
  • It's the difference between having an engineer as the held of your company again vs a sales/bean counter. Just look at Apple under cook vs Jobs.
  • Hate to break it to you but Jobs was salesman and Cook is a bean counter. Neither was ever an engineer. The difference is that where Jobs was a strategist, Cook is a tactician.  Satya, on the other hand, is an engineer who also is a brilliant manager and a brilliant strategist.  
  • I feel this is a little insulting to jobs the man might not have been one of the guys to create the micro kernal but he was clearly an engineer
  • No. He really wasn't. Sorry. He had no engineering training and his most technical job was as a technician at Atari. It's hard to justify calling somebody an engineer when they never studied engineering or did any engineering. But, if I'm wrong about that, please let me know what Jobs did actually design as an engineer. I have no problem learning new things.
  • He was a hype man. The engineers did the rest. This from Jef Raskin, who was there: " What I proposed was a computer [the Macintosh] that would be easy to use, mix text and graphics, and sell for about $1,000. Steve Jobs said that it was a crazy idea, that it would never sell, and we didn’t want anything like it. He tried to shoot the project down. So I kept out of Jobs’ way and went to then-chairman Mike Markkula and talked over every detail of my idea. Fortunately, both Markkula and then-president Mike Scott told Jobs to leave me alone. We went off to a different building and built prototypes of the Macintosh and its software, and got it up and running […] We were trying to keep the project away from Jobs’ meddling. For the first two years, Jobs wanted to kill the project because he didn’t understand what it was really about. If Jobs would only take credit for what he really did for the industry, that would be more than enough But he also insists on taking credit away from everyone else for what they did, which I think is very unfortunate. I was very much amused by the recent Newsweek article where he said, “I have a few good designs in me still”. He never had any designs. He has not designed a single product. Woz (Steve Wozniak) designed the Apple II. Ken Rothmuller and others designed Lisa. My team and I designed the Macintosh. Wendell Sanders designed the Apple III. What did Jobs design? Nothing."
  • Exactly right. (Although Raskin's Macintosh really was a totally different thing, closer to the Canon Cat he designed after leaving Apple than to being the mini Lisa with worse software that Jobs insisted it become)
  • I would say that he was equal parts product design and pitch man. He had a good sense for product packaging and he was relentless about execution. Either way, Cook is no Jobs. The model falls apart without Jobs as their dictator and deity.
  • Well, let's be honest. He also didn't do the product design. He was more the fashion tasteleader who would say when a design met his taste. And just as arbitrary in many, many cases. You see that where Jobs would slam a competitor's design and then when he realized it was a necessary part of moving the technology forward, would claim "but we did it right" so as to not ackowledge his own mistakes.  
  • Jobs was no engineer not even close
  • naah, its the same s*** as we tought a year ago. On a 5 - 6inch device you will not use any kind of x86 app, its a nonsense + the battery life of the device running x86app will me shorter.. much much shorter so in the end its not a good idea + full W10 on mobile means antivirus will be needed toobecause the security will decline
  • While no one will run Photoshop on their 5" device, they will run it through continuum and that is pretty big. Also these x86 will be run through emulation so I don't think there will be a traditional corruptible registry.
  • To me, it's enough that this new tech fills the app gap. I definitly install google chrome and hangouts but not photoshop. 
  • MJF: "I realize this year was a year when Microsoft planned not to release any new Windows Phones itself. But the question I keep getting is why is Microsoft wasting time updating Windows Mobile when the market share is one percent? You don't have that many phone OEMs. Why not just say, you know, maybe we'll come back some day, but for now, let's just stop playing around with mobile."
    MYERSON: "Technically, there are really two things that are unique about Windows Mobile. One is cellular connectivity and the other one is the ARM processors that are there. And I think both cellular connectivity and ARM processors have a role in the technical landscape of the future.
    So we're going to continue to invest in ARM and cellular. And while I'm not saying what type of device, I think we'll see devices there, Windows devices, that use ARM chips. I think we'll see devices that have cellular connectivity.
    When you stop investing in these things, it's super hard, super, super hard to restart. And at Microsoft we have a few of those examples where we stopped. Sometimes, when you're investing into growth. it's easier, but when you're investing for technical strategy or things like that, sometimes people can question it -- like you're doing right now. But especially among your readers, I don't think there's much debate that ARM processors have a role in the future. And cellular connectivity does as well."
    . He wasn't kidding when he said that ARM and cellular have a role in the future.
  • I think most will still take the glorified web browser. It's impossible to get a virus, it will run better than Windows (even Windows 10 Mobile) on the same specs, and you can still do real work(TM).
  • Which is why Edge runs well on ARM. There are options to use just Edge and can use Win32/UWP apps
  • Genuine question: since W10M will now be able to execute X86 code, would it be susceptible to the same viruses that "standard" W10 is? Plus, only using Edge isn't the same. There are still background processes from the larger OS that would eat up your processing cycles. I'm actually trying out a new Acer Chromebook now after being burned by the new HP Spectre. I'm a full time college student in an Information Technology program, and I honestly think I can use my Chromebook for the entire rest of the program. I may need to remote into my gaming PC for some courses but overall it's fantastic. I've owned a new laptop every year since 2013 - plus used a Surface 3 as a secondary tablet - and this Chromebook beats all of them for the things I actually care about. I understand this is all anecdotal, but let me continue. The model I have will be getting Android apps in the stable channel soon, so I decided to move to the beta channel to try them out. Being in the beta was smooth except for a bug I had that wouldn't let me drag my tabs to my external screen. So, I unenrolled in the beta which meant a factory reset. The entire process of the initial setup, enrolling and updating to the beta, unenrolling & the factory reset, and setting up again, took less time that the HP Spectre did to download updates when I was setting it up. TL/DR: there are many reasons that Chromebooks are slowly gaining traction, and bringing X86 programs to W10M won't solve the problems with just how complex Windows is. I'm going to get downvoted to hell for being the resident skeptic, but there is some fantastic value in the simplicity that ChromeOS provides.
  • I know a number of people who have Chromebooks that have come back to Windows. They realized it is just too limited.
  • Yeah, Chromebooks are like Pre-Windows XP days honestly.
  • Sure. That's the difference between running a Personal Computer and running a smart terminal.
  • I don't think viruses will be a threat really. If the user uses his/her brains and doesn't open suspicious links, the device will be safe. And I'm not sure about this but emulation is a bit different than actually running the app in a Win32 mode.
    Safety is kinda built in. It's something called Sandboxing. Hope this helps. Do look it up more..
    EDIT - I just got this info from another article by Daniel. There is NO sandboxing when emulation takes place. So expect WIndows Defender for all protection.
  • If the user uses his/her brains and doesn't open suspicious links, the device will be safe
    Er yeah. About that. That is kind of the appeal of Chromebooks. I have lost far too many hour removing malicious or useless software from folks laptops. Because the average user sees an Ad that says 'speed up your PC for free' and they download and install. Then there are the folks who install multiple anti-virus and malware apps just to be' extra safe'.    
  • Hey, i just gave an example. Microsoft Engineers aren't stupid. They will obviously include a lot more security features than what's included at present. And security isn't just the OS. Newer chips by itself will have better security. No one really knows what Snapdragon 835 is gonna bring.
  • (2) So you say Chromebooks are just 'safe' ? Is that it? If that's really true then it's because hackers aren't trying to get data from those devices but really, not many ppl use it. And if it's not been hacked into already doesn't mean its safe. Just look at Android as an example.
  • dude, if he/she uses his/her brain... IMHO... who will buy such a phone? The waste majority of people clicks on everything and you cant change this FACT
  • Of course you can. All my "users" are users on their PC. And have the Admin password.
    I almost forgot about viruses.
    Anyway, look at how many viruses Android has.
  • Exactly. Android is just really an OS that invites Viruses. No OS is really safe but Android does it the best.
  • I don't like thjs to be honest: registry crippling over time, dll everywhere, uninstall never 100% succeeding. This is not the future UWP we're waiting. This is a steep bend from what we've been had until now. This means less devs coding for UWP also, as win32 era is all over again. I'd rather have preferred Centennial Win32 apps from the store only.
  • The device reset you mention is the same as it would be on Win10Mobile. x86 processes on ARM mean that I can run something like AutoCad and Photoshop on a lower costing device, and many such full programs. The use case and application is different between Chromebooks and the new up coming tech from Windows. Also, one doesn't usually expect to reset one's work/primary laptop randomly at will, so your comparison of your laptop setup to Chromebook doesn't make sense, once you set up you won't probably expect to reset the laptop again unless you enrol in the Insider program. And even then, once you the OS is installed and up to date, the reset process is simple and fast as you aren't rolling back to an earlier version of the OS, simply clearing current user data. I partially agree with you on that Chromebooks are getting better, but your example isn't the best
  • I'm with you on this. I have a Windows machine that stays on for the one Windows program I actually need. Everything else can be handled easily by my laptop that is "just a browser." The reality is that every time I read that phrase, I know it is being made by someone who has never really seriously tried one. There is more to why Chromebooks are easily outselling Windows laptops, but those Windows zealots just want to find something to feel superior about. Windows has its place and a Chromebook is not for everyone. They are just a good fit for most people who really don't need the power or overhead of a Windows or Mac computer.
  • There is nothing inherently wrong with ChromeOS but I do think that they are struggling with scale beyond the original design parameters for ChromeOS and Android. Historically, Google and Apple were critical of Microsoft's plan to converge platforms. Their comments from that time suggest that they misunderstood how convergence would work. Microsoft never intended to force users to interact with a small touchscreen in the same way that they would with a full PC. But as you know, dynamically shifting input and output modalities to support different form factors is at the core of the approach. More so, Microsoft is able to leverage economies of scale with OneCore. That results in fewer support resources, faster development and uniform features across device types. And lastly, Microsoft is able to take advantage of more powerful hardware on mobile with a workstation class platform when that became feasible. Meanwhile, Google is trying to scale the capabilities for ChromeOS by adding Android runtime capabilities to a platform that wasn't really designed for it. In effect, that introduces complex interdependencies that can introduce breaking changes into either platform. That may result in less quality and and/or longer development cycles. Further, Google and Apple made key strategic and tactical decisions that have limited their flexibility. This is the age of convergence but Google and Apple STILL do not support pointer events in their web rendering engine. Google has finally committed to a release but Apple is sticking with Touch Events. Why does that matter? Well, if you want to use a touchpad to interact with Android and iOS apps and the web, they need to introduce a new layer to make that possible because their API's don't support it! Ever wonder why the iPad Pro doesn't come with a touch pad? It's because they never considered the possibility that anyone would use anything other than a finger to interact with iOS. So now, Apple and Google have to patch things together. If ChromeOS works, more power to you. It has certain advantages for educational institutions that Microsoft has not been able to replicate. Google has a comfortable lead in that space for now but I haven't run into ChromeOS in a traditional enterprise environment. In the long term, Apple and Google will need to address something that they haven't had to do on this scale. They now have legacy applications and platforms with no clear path forward. It will be interesting to see how it pans out. Deprecating everything older than 2 years isn't as feasible as they would like it to be.
  • Ease of use is definitely important and one of the reasons why chromebook is doing well in the education field. Obviously, in general, depending on what your needs chromebook may or may not be better than a traditional windows 10 computer. My field of work has nothing to do with technology directly, but I am a big tech nerd in my personal life so I honestly couldn't settle for chromebook as it would be too limited for me. In terms of getting work done, I think that's subjective to what work someone does.
  • It's 'impossible' to get a virus !! Are you freaking kidding!!! Get real dude.
  • Absolutley. Unless I go high end with a laptop I would  be very unlikley to switch back to Windows for portable computing. My Chromebook Flip has replaced my tablet and laptop for the fraction of the price. The increasing quality of Remote Desktop connections means that I have access to my desktop PC anywhere with a 4G high speed internet connection anyway. I love Windows 10. I love the hardware options available for the platform. If I ever decide to buy a high end laptop it will probably be a Microsoft branded device. But in my experience most low (and even mid-range) Windows laptops suck. After getting the Flip I soon realised that I could render a video faster over RDP to my home PC and upload to to Google Drive then play it on my Flip than I could manage on many mid range laptops. I also realised that for web focussed work the Flip was as quick as a mid range laptop. I now only have to manage one Windows PC too, and honestly that is a relief. Now if Microsoft can come up with with a low cost small fanless device on ARM with a decent trackpad, keyboard and IPS touch display that runs RDP and a Browser as smooth as ChromeOS does then I would snap it up.
  • I don't see why the hate against you. I understand the power of what MS is bringing, but it slightly defeats 2 main purposes of W10M: the inhability to take threat attacks, a blinded OS which can't be rooted, garbage collection at a minimum. I'd like to see the primary option offered to W10 for ARM being only Centennial Apps (at least they are scrutinied by the Store and run isolated), having the full Win32 goodness only as an emergency plan.
  • Impossible to get a virus.....Really! lol
  • Love that I just get downvoted, rather than have others engage in a meaningful discussion
  • I live this idea but the thing with Chromebooks is that they are ease of use and good for beginners. However, limited in almost every aspect. If Microsoft could make windows even simpler to use in the way of a quick start app that launches on startup that separates task or apps in categories that would be really cool
  • I don't think Microsoft needs to do much to make an OS that is simple and easy to use. I think they can simply develop an OS that has everything like the registry editor, control panel, group policy hidden by default. Maybe they are creating just an OS now.
  • Chromebooks are far from limited in every aspect. They are limited in as much as they can not run some process and memory heavy apps, but would windows on ARM be able to do this? I tend to doubt it.  
  • I only support this if I can install Windows 10 on my original Surface.
  • That's a good point. It'll probably be possible but will MSFT go the extra mile and take the pain to support older devices? I'm not so sure mate.
  • The original Surface can't even begin to run Windows 8. Windows 10 isn't going to be any better. Microsoft should just buy back every single one they sold. They are so under-powered, calling them crippled would be a compliment.
  • Cheap skate. I had to give up on my original iPad mini (2012, same year as your surface) because it wouldn't get iOS10. Accept the fact that its a mobile device with limited number of years of support.
  • Chrome os has .5% global net marketshare, stop the madness! Chome OS is as relevant as Windows Phone is.
  • But is not Windows Phone declining and Chromebooks growing?    So for example Macs have been around for 30 years yet in the US Chromebooks have overtaken.   "Chromebooks outsold Macs for the first time in the US" Huge fan of Satya but really he needs to look how consumers use computers today and Windows is no longer a very good fit.   MS has embraced Linux in their cloud and if they really wanted to compete with Google Chromebooks they honestly need to build a new OS that is similar.    
  • Actually I think at the higher end Windows does reflect how consumers use computers today. The Surface Studio is exactly what I want in a desktop PC, at my standing desk. I can't justify spending the money, but it is the right direction. But for a mobile device I want something small, light, with a decent display, keyboard, touchpad and battery life, and enough grunt to run a real browser (not a tablet browser) and a RDP client. ChromeOS is doing this better than Windows right now.  
  • "Windows 10 on low-powered devices doesn't exactly offer the best experience." Isn't this exactly what Windows 10 On ARM is? You think the experience is going to be any better? Another boondoggle.
  • ARM device doesn't equal to low powered device. Some of the top line ARM chipsets are comparable to Intel i5 devices from 2 generations ago in terms of raw computing, and that by no means is under powered. Check again
  • Maybe in specific circumstances they are as fast as a base mobile i5 from a few years ago. Still not a strong chip for the heavy lifting though.
  • The experience will be better in the way that ARM uses lesser power to do the same tasks as a x86 processor, and produces much lesser heat. Honestly I am repeating the article at this point, did you read it
  • There is an excellent post from one of the Microsoft Windows Kernel engineers on why Linux (Chrome OS Kernel) is much faster on the same hardware as Windows. ""I Contribute to the Windows Kernel. We Are Slower Than Other Operating Systems. Here Is Why." The Windows kernel used today was built in a "dark" time where the academics got their way and ALL kernels built during this time including Windows, MacOS were micro kernels. Linus was a young man and did not follow along but instead created a monolithic kernel BUT it also enabled "hot loading" kernel modules. What is so unbelievable is at the time when Linus was a very young man he got into the equiv of a Tweet storm with the author of the key texts on kernels of the time, Andrew Tanenbaum. This was way before Reddit, FB, etc. Basically Andrew telling Linus NOTHING will come from Linux. Andrew had a "competing" Linux open source OS called Minix. This is what many millions of us learned how to build kernels. Hindsight to build them wrong. BTW, the initial conversation between Linus and Andrew was in 1992. At the time Andrew was very, very respected and Linus was a snot nose kid that was messing with acceptable practice. Here is some info on the conversation between Linus and Andrew. It is so worthwhile to learn about this and what it means from an Engineering perspective.
  • Right now, I have a cheap 8-inch Atom tablet running Windows 10. I'm coming over from an iPad mini. I never stopped thinking about what a killer device this would be if it had an ARM chip instead.
  • I think next year when Microsoft refreshes surface line. They will be using snapdragon chipset in surface and Intel on surface pro...
  • As a system engineer I can say relatively no time after original ou for group is created. Set parameters join domain drop in OU. Problem I have seen is over complication of AD.
  • Yea this is a game changer, Surface phone will be pretty awesome and MAYBE now i will get an 8 inch Surface mini I've wanted for years.
  • I seriously think people prefer the glorified web browser. It isn't down to price as you can buy cheap windows 10 two in ones. Is the IPad not a glorified expensive web browser in as much it cant do what a full pc can do? People buy things for different reasons. I have the surface 3 but there are two iPad's in the house. My children wont use the surface because they like Clash of clans. The better half wont use my surface as she says I don't want a pc to search the internet Ie Facebook and check her bank account through an app.
  • This is really cool. The best part about Chrome OS, however, is that it's completely maintainence-free. Silent auto-updates and 2 second boot times add up to quite a nice user experience. I went to play some Overwatch on my Windows 10 PC last night, and I had to wait for Windows Updates, Nvidia driver updates, updates, and Overwatch updates before I could play. Took over a half hour. That kind of stuff is obfuscated away from the user in Chrome OS. I'd like to hear more about what Microsoft is doing to make that kind of thing less sucky.
  • Yah. I would imagine you would run overwatch on the Chrome os with no issues, right? None.
  • What i see is that collaboration with Qualcomm is indeed a new line of processors that have a special x64 set for the emulation. Windows 10 will run like a charm on those chipsets.
  • Hmmm, are there much chromebook still on ARM?  Most newer one were all on INTEL Celeron......
  • The new Acer Chromebook R13 runs on a MediaTek processor, and works very well. 
  • o.....k.... but all HP/Dell/Lenovo/Samsung... are on Celeron...
  • Great point! I have an Asus Chromebook Flip that runs wonderfully on an ARM processor and is consistently top-rated. But you don't have to port Win10 to ARM to compare Win10 performance to Chrome OS performance on nearly identical hardware. The gap on identical Intel processors is the proportions of the Grand Canyon. So this is 100% about making cheaper Win10 devices and using ARM capability as leverage on Intel's low-end processor pricing.
  • Any word on allowing those of us with Surface RT's to update? I know it's an old device but they actually still run really well. It makes me think the architecture MS wrote for ARM is more solid than x86. They have lasted longer without significant drops in performance as opposed to the 2 laptops I have owned in the same timeframe...
  • No. That wouldn't have nearly enough hardware power to run this. 
  • Just bring the devrlopers and more apps this is probably the best thing to happen now. Things will get very interesting next year
  • No 64bit support = no fun at all. Why not getting a GPD Win that run the games x64 games natively ? I do not believe that the emulated x86 Apps and games will run faster on a emulated x86 qualcomm 835 than an intel atom 8700… If they do not manage at minimum to support x64 is will not attract users even if it will be slower that a native intel Atom...
  • Technically emulated apps will run slower if they are CPU bound. However since the Snapdragon GPU is much faster and the DX driver is native ARM certain apps (mostly games) might still run faster even with emulation. However the real gain of course comes, when running native ARM Win32 apps.
  • Full Windows 10 running on a low end system will be a disaster.
    The second coming of the NetBook.
  • Um, are you sure the Qualcomm chip is cheaper than Atom processors? Given that the top end of Qualcomm phones hit the 900-1200 dollar mark in Australia, whereas you can buy Atom laptops for as little as $250, now I imagine there is other technology involved but I doubt it is that significant.
  • This. It might be only available for the SD8xx series and they are definitely not cheap. This, although a great achievement, is going to do nothing against Chromebooks.
  • I guess Intel isn't super happy now.
  • Everything depends on how Microsoft will support the idea as well as how fast they implement it, they are lagging to catchup with iOS and Android because of their lazy attitude. Win10 mobile is full of bugs and they are unable to solve the issue after 1 year have been passed simce win10 mobile hit the market