Microsoft's Windows Phone may not be popular, but it is persistent even in 2015

Microsoft's summer of 2015 is nothing too exciting considering the software company is "in between" OS releases and trying just to maintain their sliver of the mobile market. Still, if there is one bit of silver lining, it is that their Lumia 640 appears to be filling in the gaps until later this fall.

The latest numbers from AdDuplex reflect a 2.4 percent increase in the Lumia 640's U.S. Windows Phone market share over last month. In the States, this brings the Lumia 640 to a surprising 11.2 percent of all active Windows Phones. Considering that IDC's latest numbers show that Microsoft is still hanging on to their low 2.6 percent in the overall smartphone market (including iOS, Android, and BlackBerry), it is safe to say the Lumia 640 is the phone is responsible for that.

I am, perhaps, taking a rosy view of the market here. With Windows Phones hovering just below 3 percent of the smartphone pie, it is hard to see any good news. However, when you take into account all the negative press, the app-gap controversy and the lack of any substantial flagship story for well over a year now, it is rather remarkable that the bottom has not yet fallen out for Microsoft.

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As a counterpoint, take a look at BlackBerry. The struggling smartphone OS and phone maker has dropped every single quarter from 4.9 percent in Q2 2012 to just a dismal 0.3 percent in Q2 2015. In the same timeframe, Microsoft has changed from 3.1 percent to 2.6, a number that is almost unchanging when you take into account margins of error.

While Windows Phone cannot be described as popular I think resilient is an appropriate term.

The good news is devices like the Lumia 640, and Lumia 640 XL are keeping Microsoft afloat. This extension may be just long enough for them to get their Windows 10 Mobile OS to market with two high-profile devices – the Lumia 950 and Lumia 950 XL. How Microsoft proceeds from November on is surely going to be very interesting.

Canada likes the Lumia 830

The September report from AdDuplex also mentions intra-Windows Phones market share for Canada. These numbers are the first look at Canada's Windows Phone story in ten months and with it comes some interesting bits.

The Lumia 830 is up 8.9 percent to account for 12.4 percent of all Windows Phones there. Likewise, the Lumia 635 – also a popular budget phone – is up 7.3 percent making up a sizable 17.7 percent of all Canadian Windows Phones. These increases, of course, come at the expense of their higher-end phones like the Lumia 1020, Lumia 920 and Samsung's ATIV S.

Microsoft's Windows Phone story in Canada has always been a tough sell. Like the U.S., many consumers are reliant upon carriers supplying the devices and in the regard, Microsoft has struggled for significant pickup. How that all changes with Windows 10 Mobile and the new Lumia flagships remain to be seen.

Conversely, it is expected that Microsoft will be in a better position to direct-sell to customers their new hardware, which should have universal LTE radios for all users.

About AdDuplex

The numbers from AdDuplex are collected through their in-app advertising that is prevalent in over 5,000 apps in the Windows Phone Store. That data serve as an important metric within the Windows Phone ecosystem. The full AdDuplex report for September will be posted tomorrow, September 25 on

Daniel Rubino

Daniel Rubino is the Editor-in-chief of Windows Central. He is also the head reviewer, podcast co-host, and analyst. He has been covering Microsoft since 2007, when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, laptops, next-gen computing, and watches. He has been reviewing laptops since 2015 and is particularly fond of 2-in-1 convertibles, ARM processors, new form factors, and thin-and-light PCs. Before all this tech stuff, he worked on a Ph.D. in linguistics, watched people sleep (for medical purposes!), and ran the projectors at movie theaters because it was fun.