Would an Android phone for consumers and Windows mobile for enterprise help Microsoft?

Microsoft's Vice President of Operations Joe Belfiore has officially confirmed what we've been reporting for months: Windows 10 Mobile's days are numbered.

Belfiore's recent tweets confirming the "maintenance mode" status of Microsoft's mobile OS and the company's discontinuing traditional smartphone hardware is hardly news.

In fact, we explicitly stated killing Windows 10 Mobile and quitting smartphones would be prerequisites to Microsoft's Project Andromeda, Windows Core OS based mobile device. Still, could another, even enterprise-focused, Windows device propped on Microsoft's weak ecosystem succeed? Or should Microsoft look elsewhere?

Is Android the answer?

Project Andromeda may or may not result in a marketable device. Microsoft's history of abandoning consumers, developers and OEMs has left the company with weak relationships and a struggling ecosystem.

See more

If Microsoft plows forward, it may do so with an initial enterprise-focused mobile hardware strategy as CEO Satya Nadella recently indicated.

The potential in the consumer space may have to wait for a shift from the current app model toward cross-platform technology such as progressive web apps, AI, bots and a strong PC positioning. These technologies are in their infancy, however.

Microsoft needs a bridge, now, to restore relationships with developers, OEMs, and customers that could potentially translate into broader support of the company's Universal Windows Platform (UWP) and its potential unique new hardware investments. Could bringing a Microsoft branded Android-based smartphone to consumers while still investing in a Core OS ultramobile PC in the enterprise be just what the doctor ordered?

Google has Android in its grip

Though Android Open Source Project (AOSP) is open to any OEM to do with it what they will Google has Android virtually locked down in most markets. For instance, the range of products and services Google integrates into its flavor of Android have become nearly synonymous with the platform. The billions of Android smartphones that require a Google login can be credited for this.

Furthermore, any OEM that uses Android on its devices and wishes to retain access to Google's ecosystem must abide by the company's standards not to offer a non-Google Android device.

Given these realities and their limited or non-existent ecosystems, most OEMs concede and rest their devices success in part on Google's products and services. Amazon and Chinese phone manufacturer Xiaomi are two exceptions. They each have the necessary resources to succeed with a non-Google Android ecosystem. Microsoft is another.

Could Microsoft make it as an Android OEM?

Microsoft Garage, which has yielded a range of original and powerful Android apps like Microsoft Launcher proves Microsoft can innovate on Android. The products ability to integrate with other Microsoft services also proves Microsoft's Android investments are more than skin-deep.

Additionally, the company's previous relationship with Android-focused company Lineage (formerly known as Cyanogen), allowed Microsoft to experiment with deeply integrating Microsoft services like Cortana into Android. Between Microsoft Garage, the company formerly known as Cyanogen and the plethora of cross-platform apps Microsoft has brought the platform, Microsoft knows its way around Android.

Microsoft is heavily invested in Android.

Via Microsoft Graph the company has also integrated Android devices (and to a lesser extent iOS) deeper into Microsoft's ecosystem. Syncing smartphones, via the cloud, to a Windows PC allows users to receive text messages on their PCs or continue certain activity, supported by Cortana, between the phone and PC. Microsoft has not only made Android more Microsoft-esque with cross-platform development but is making its ecosystem a more natural environment in which Android (and to lesser extent iOS) can exist.

Of course, Microsoft's vast ecosystem of productivity apps and cloud-based services like Office 365, would provide a Microsoft Android smartphone with a competitive first-party ecosystem to rival Google's.

Building Android hardware and developer relationships

Microsoft's Surface family and HoloLens prove that Microsoft can build compelling hardware. If Surface lead Panos Panay was tasked with building a first-party Android phone I'm confident it would rival the best of what Samsung and Google have put out. It would also provide a Microsoft-branded smartphone target developers might actually be interested in.

Microsoft's primary goal with investing in Android wouldn't be just to get lots of smartphone apps, however. The real prize would be the relationships with developers the android phone would help bridge. Mobile developers are not interested in UWP; they're not even sitting at the table. If Microsoft could loop them into the Microsoft ecosystem by developing for an Android smartphone, opportunities for broader development could be introduced.

A Microsoft Android phone isn't about building apps, it's about building developer relationships.

Sure developing for Android and UWP are different animals. But Xamarin potentially helps lower that barrier. Suppose Microsoft, along with courting developers to build for an Android phone, also put real effort behind Xamarin. The company could make an argument that developers using Xamarin to build Android apps allows them to target multiple platforms, including Windows 10, as well. Thus, an Android phone strategically position's Microsoft to potentially win developers to UWP. This would support Microsoft's Window 10 family of devices including a potential, initially enterprise-focused, Core OS-powered mobile device.

A Microsoft android phone isn't all rosy

Nokia's/Microsoft's Nokia X Android phone.

Nokia's/Microsoft's Nokia X Android phone.

A Microsoft branded Android phone could potentially grab consumer mindshare and would put Microsoft's services where users are - on first-party smartphones. Microsoft could also skin its Android phone to offer a unique smartphone experience. As existing Android apps and the Nokia X prove, it could also approximate Live Tile functionality. Belfiore admits real Live Tile functionality would be complicated since each app would have to support them.

See more

Other downsides to this plan would be poor OEM support. Most smartphone OEMs are locked into Google (and contractually prevented from making a non-Google Android phone) and are unlikely to drop what they know for a company with a shaky history in mobile.

Also, developers, even given an opportunity to develop for UWP would likely take the road of least resistance and stick with targeting only Microsoft's Android phone. This would, of course, undercut the primary goal of gaining support for UWP. Microsoft's taking and losing that gamble would also convey to current and potential UWP developers and PC OEM partners that Microsoft has little faith in UWP. Consequently, it's ecosystem could take yet another devastating blow. Distributing Android apps would also present a logistic challenge. Would Microsoft use the unified Windows Store or create a new outlet?

There's no easy fix

Microsoft jumping to Android has been suggested by many people over the years. One could logically argue several merits to the plan. Furthermore, given Microsoft's investments in the platform, high-profile Android converts like Belfiore and former Microsoft CEO Bill Gates and its dropping of Windows 10 Mobile, some might even say Microsoft is signaling such a move. I doubt it.

In my opinion, the cons of this strategy outweigh the pros. Especially if Microsoft is still investing in Project Andromeda and a unique Core OS device headed to the enterprise. Remember, the primary goal of a Microsoft Android smartphone would be to build developer relationships to benefit Microsoft's ecosystem and to support the company's unique category-defining WinCore OS device in the long-term. Unfortunately, for the reasons discussed, an Android smartphone would likely not yield these results. In fact, it would probably do more harm to UWP and Microsoft's perceived reliability than good.

But what do you think? Should Microsoft go all-in with an enterprise-focused Core OS Surface ultramobile PC and take the gamble with an Android phone for consumers?

Should Microsoft ditch Windows Mobile and embrace Android

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!

  • Come on, you think devs would be fooled just because MS makes a phone with android? Plus if the goal is still some kind of Onecore eventually those android devices will be abandoned as well. Plus when it comes down to it, it'll be just another android phone with MS apps which you can already get and there really isnt anything Microsoft can bring to the table that can differentiate them.  Should have kept their own OS where they could have innovated but Nadella chose to bin everything. No, andorid wont do jack for them.
  • Well, as my conclusion shows, I agree that for various reasons this would be a bad idea. Still, it is an idea that is floated by many. And certainly an interesting topic to discuss🙂
  • Yes, people seem to think just by slapping a Surface label on something guarantees success. Never subscribed to that idea myself which is why it never made sense.
  • People who think this way never understood what the Surface brand is.
  • I would like to see a hybrid phone with a foldable screen.  It is a Android phone using MS services when folded and a WoA tablet when unfolded.  That would be very popular among the users in enterprises.  There shouldn't be any app gap issues. :-)
  • I've said for a bit this could happen. For me ide love an android phone that has no stock google survives on it but loaded with microsoft's including cortana as it's voice with bing maps Outlook word groove (but that's now gone). But also Microsoft to keep its quality lumia design with a good camera and also camera button. I got the Sony xz premimum because it has a camera button which I missed on my LG g5.
  • If they can heavily customise an Android with UWP APIs then perhaps. Of course I wouldn't buy it. I'd get the true Windows ultra mobile pocket sized surface based device (or 'phone' as other companies call it...) but that won't survive unless the consumer version builds the app market and so gets dev support. Hence the need for UWP on whatever consumer focussed device gets produced. BUT... since MS is pulling out of the consumer market why would they make an Android device for consumers? May as well just make the enterprise device. Then it can fail all on its own without the need for active sabotage from Nadella. Win win, right?
  • MS should stick to what it already does on Android(they could make sure their apps are available in all regions). Android is synonymous with Google and they are Microsoft after all. They should have thought of a better way to transition from W10M to the next form of their mobile OS. Suddenly cutting losses now might cut their future gains as well. The look will still be very similar on small screens, apps will mostly be UWPs, overall it will still be a developed version of W10M, just a lot of work on the internals
  • I'm of the opinion that Nadella told us exactly what to expect: He is not interested in the Smartphone business, believing that the technology has reached the end of it's cycle, so Unless he was just talking to hear his own voice, he intends to bring forth a game changing mobile system that will bear little resemblance to the Smartphones of 2007.
  • Or MS is shifting to selling cloud services and business software to enterprise and retrenching away from the consumer market? MS likes to claim all sorts, but this one of theirs does seem to be gaining traction if actions are anything to go by. I'm just hoping they sell off some of their consumer stuff to Sony or the like rather than burning everything, but who knows. Us fans have gotta hope for something, right?
  • Clearly they are not retrenching fully from consumer oriented business, otherwise they wouldn't have put all that effort into Mixed Reality
  • Jason... Windows Phone was great. After WP7.5 the entire project continued to get better, and better, with time. Our experience as WP users was great. The hardware was often ahead of the competition, support from Nokia was astonishing, apps were coming in, and the OS was fast, super intuitive, we had a competitive advantage in imaging, and the UI was just plain beautifully modern..... NOTHING was wrong with our devices. Things were on the up, and we were almost out of the tunnel.... The problem was never WP itself.
    ......A lot of this has been said before, but I have to repeat it again to get my point across, so bare with me:
    The problem was how WP was managed.. So, did MS need Android to make WP work at the time? !NO!... MS COULD'VE made WP work, instead they chose to abandon all progress, and waste EVERYONE'S time, theirs included.... WP could be even better today than at it's greatest point several years ago, and for millions of fans that is where we needed to be.. All MS had to do was keep going, and they could've had double the fans by now... Funny thing is that all they had to do is keep doing what they were doing, and things would be even better today... IMAGINE HOW MUCH BETTER THEY WOULD BE IF MS KEPT GOING, AND ACTUALLY TRIED AS HARD AS THEY SHOULD TO INSURE WP SUCCEEDED!.... So, IMO none of us actually ever go to see if WP was, or wasn't appealing to consumers because sufficient marketing never existed, and "nobody" ever got to really "see" it. Store representatives were not marketed to, and didn't suggest WP, and for good reason.. They only went with their most logical perception of WP. They did their jobs, and recommended the best phones they knew they could to consumers. MS was the blame here. Remember, store representatives are 95% average consumers who don't give a flip, other than putting gas in their cars. That's that.
    But, as far as if MS needs Android??... If our car won't start, why would we question if the car needs a new alternator if we know the gas tank is empty? It's a very very nice new, and modern car; shouldn't we try putting gas in it first?🤔🤔🤔🤔
  • It is not the technology or the Windows Mobile OS. It is the disdain and unethical attitude that the management of MS has shown towards its consumers that resulted in failure!
  • Hahaha! Exactly!
  • Very nicely put
  • Microsoft's best direction would have been to continue with Project Astoria, they'd have all the Android apps along with the best mobile platform and devs could continue to develop Windows apps. Had they done this we wouldn't be in the situation we are today, they'd have happy consumers while they continue on with Andromeda.
  • Yeah, make a Surface Phone running Android, and while we are at it, start porting Office and all the other Microsoft's app to ChromeBook.  Since the world don't need that many operating system, why not shot down Windows development, and start consentrating on Android? And what about closing down Microsoft? The world may not need that many IT companies.
  • 😷😷😷😷😷
  • Yep, I'd have to agree with this. I actually expect if Microsoft was to make an Android device it'd just be seen as either "Already has access to all the apps through Google Play" (assuming they make that work), or "Not worth making the apps for". Either way is a losing strategy. What they need to do is get Windows Core OS or whatever they call it into the hands of end users, showcase a 500 year roadmap, STICK TO IT, and prove to developers they've changed. Only reason I'm devving for UWP is because I already use a plethora of UWP capable devices. If for example I only had an Android phone and a PS4 instead of WP and X1, I would refuse point blank to develop even for WPF. Their inconsistencies and precedent for abandoning things if they aren't iPhone+Android combined current success, achieved in the first 3 seconds of launch, means why would devs trust them? Also, how many reboots did WP have? How many UI drastic changes have we had in as many years? Thing is, Microsoft is becoming seen as a laughing stock within the developer world. They need to prove to us they got this and will stick to it through thick and thin. We don't want to have to do a full scale rewrite and reboot of our app every 2 years or so just because they wanna try something new, and rendering most of our previous codebase defunct.
  • Why do I imagine Nadella singing Saddam's song from the South Park musical movie when I read your post?
  • Duplicate... Ruddy Windows phone apps...
  • Duplicate... Ruddy Windows phone apps...
  • I remember going to trade shows not quite 20 years ago when MS were touting COM+ as the next big thing. I don't even think it was released before they turned around and started proclaiming .NET as the next big thing. I gave up on them and moved to Java after that.
  • .net WAS the next big thing.   Java blows, and is (finally) going away anyway.  
  • ".net WAS the next big thing" But now it's Net Core 2. The problem with Microsoft is that they let MSDN rule too much. For those of us that has several generations of apps / programs to maintain, it's a pain in the ass that every time we install a new version of Visual Studio and try to open one of the old apps, you can count on that something is broken. So to avoid that, we need to have Visual Studio 2010, 2012, 2013, 2015 and 2017 installed on our machines to be able to continue work on all our projects. They should learn to make everyting backward compatible as it used to be back in time.
  • Android would have helped these dumb asses out tremendously when they had the Nokia Lumia phones. Sorry too f**king late Microsoft. You guys are idiots.  R.I.P.  
  • Maybe if the EU forbids the deals with Android OEM's Google currently has (and are investigated at the moment) and makes the play store available regardless of OEM contracts, things would look better. And more OEMs would be willing to try something different, without loosing access to the app-ecosystem! One can only hope the EU has the balls and more countries would follow....
  • I think making a Microsoft Launcher version, or something similar, tied *very tightly* with Office365 could get some enterprise and prosumer/BYOB traction. They've already taken a little step in tieing the "Add an event" item in the Calendar page to the Outlook Calendar page, rather than opening up to the Mail page.   If they could develop a card/page for each of the offerings in O365, that could be intriguing...  
  • They honestly could make a great Android device. Heck if I was them I'd make a killer Android device, make a skin that basically mimics W10M, and go straight to developers to get their live tiles programmed into their apps. Preload the phone with all of Microsoft services and let it play well with Windows 10 devices, and they will sell a heck of a lot of hardware. That's a phone I'd buy.
  • They couldn't. They failed to have a smoothly running phone of their own. App gap has nothing to do with where Microsoft services go wrong. How could a company neglecting consumers succeed on consumer products!?
  • They couldn't. They failed to have a smoothly running phone of their own. App gap has nothing to do with where Microsoft services go wrong. How could a company neglecting consumers succeed on consumer products!?
  • I'm sure that for most live tiles, if I trust what I see on my W10M, taking the apps notifications and displaying them on the tile would do and notifications are available to the OS so...
  • I do not believe this will happen, the CEO has absolutley no ambition (and probably knowledge) to deal with consumers. MS garage projects are essentially non MS employees getting pocket money to deleop some apps and in turn give MS a bit of insight into the internals of the Android system with minimal risk. If anything, I think MS should release the Win 10 Mobile code to the public and let the open source community take over, just like Pure OS  
  • Totally agree....since they abandoned the platform...let them offer win 10 to the people and see where that goea
  • Someone correct me if I'm wrong but MS Garage is a space on the Microsoft campus where employee's can go to work on idea's they have with others. So they're actual Microsoft Employee's working on these Garage projects.
  • Of course there are MS employees involve, I did mention that the main reason for MS to do so is to have an insights into Android, whoever comes up with the ideas and develops the apps are not MS developer. If tomorrow they decide to cut the funding to it, no one will probably get laid off that is a full time developer.
  • The line between Enterprise and Consume was blurred years ago. Microsoft's stubbornness to say "we will only build for the Enterprise, not focused on Consumers" just continues to prove they are blind, and unwilling to continue to change the perception or mindset of those "pesky developers" and consumers. I have seen and head lots of people suggesting that Microsoft wants to go the path of IBM. Yes, IBM is still around. No, they are not relevant any longer. And I don't care how many damn times there is a Watson commercial during tennis matches (/sarcasm). This whole shift in "refocusing on the Enterprise" is just stupid in the long run, for short term gains. But hey, I'm just playing Monday morning armchair quarterback here, and a consumer. What do I know...
  • I think it's the consequences of people eventually believing a lie fabricated by PR as damage control. Worked too well.
  • Why on earth should they make a Android phone? I for sure would not by one. There is an easy fix. Get rid of that f... Nadella!
  • I agree but I wouldn't buy another Windows-powered mobile device either.
  • The problem here is that many Windows phone users did not want an Android phone. Sure they could make an Android phone and sure some would buy it, but that would leave Microsoft in the boat with Black bird and Silent Circle. And by doing so it would just have made HP and Alcatel's efforts much more wasted. Also if I see no new Windows 10 phone in 2019 July I shall leave Microsoft phones for good. Untill then I enjoy the Lumia 950 XL and the Universal apps while it last.  Microsoft needs to: Make more smart phones with Winodws on make them bug free so they are smooth to use the day they launch spend a huge amount of marketing so people see them on the websites, cinemas, among stars, among bloggers, among students, among artists and intellectuals and not just mister business dude... Suck it up and move forward in an aggressive way. No more falling back, hold the line as one would say during the 18th century's battle when the line infantry fought it out. Otherwise not even Android will safe them from being irrelevant. 
  • Androids are for the Google ecosystem. Yes, you can get some level of Microsoft ecosystem on Androids, but I'm not trying to get Google with some Microsoft mixed in. Give me a Surface Phone and stay away from Android.
  • Yeah, well, whatever you do, don't do a factory reset and start fresh, do not reset or at least restore from a saved config.  If you try a reset and start fresh, a bunch of apps that you are probably currently using won't be there for a new install.  Two I lost right off after doing this a couple of weeks ago were LinkedIn and FlightAware.  So the app gap continues to grow, and will probably snowball soon.
  • There is an upcoming ruling in the EU on whether Google can continue to control the Play Store with an iron fist. If the EU forces Google to make it's Play Store and apps available to all Android manufacturers then MS should strongly consider releasing an Android phone along with accompanying accessories (smart watches, glasses, and IoT products) that run on Windows. Look at what Samsung is doing with Android phones and Tizen OS devices (Samsung Gear). Microsoft should follow a similar approach to Android as Samsung. Use the cellular/GPS/processing power of the Android/iOS phones to power Mixed Reality glasses that run Windows MR apps. They need to continue to put out Windows products that sit on top of Android/iOS and run Windows apps. Think of products like iPod/iTunes, Samsung Gear, Fitbit Ionic, Chrome Browser, Amazon Echo. Build a Windows ecosystem on top of an Android ecosystem. This is the only way Windows can regain relevance in a mobile computing world dominated by Android. Putting apps on Android potentially keeps MS software relevant, but it does nothing for Windows OS. Putting out Android compatible products that run Windows apps keeps Windows development alive and potentially creates a jumping off point when smartphones become completely outdated. 
  • At the end of the day, you're talking about Microsoft making a major strategic change - pushing Android in mobile - as a means to a UWP end that died when they killed off Windows 10 Mobile. These are two incongruous paths. It would be one thing if Microsoft adopted Android as a means to shortcut development of their own OS. But they already had a mobile OS, until Nadella retreated to a 2005-esque view of "enterprise first" (as if the enterprise and consumer spaces were still separate). The only value coming out of an Android strategy would be an app grab, and at that it wouldn't be one to support/drive UWP adoption. Microsoft is between a rock and hard place right now with its mobile strategy precisely because it threw itself down into the crevasse.
  • That's not true. Microsoft could easily succeed even in WM10 if they could pull it together. The problem is they failed to. A WM is nowhere in par regarding services with an Android or iOS phone. And they managed to get there with a Mobile first followed by a Cloud first strategy. In fact they became a Mobile third and Cloud third with this attitude. With this said, any market share they managed to gain in mobile industry was due to their phones and the OS. So they killed both. Have OEMs do their stuff and bring an everchanging mobile environment that nobody can keep up with with a reasonable ROI. Not even giants like Facebook. They found an easier way. Not even Microsoft, they fail to keep up with their Modern UI, Fluent Design, Sharing Charm stuff, live photos, etc... How on Earth could they believe they ate for developers. They are not.
  • My problem with this article Jason, is that it's unclear when you are speculating and when you have evidence behind what you state clear. None of Microsoft's move strengthen the position of UWP nor does Andromeda's. Microsoft is shooting itself in the balls one step after the other. It's not UWP, it's not Windows Mobile on a downhill here now, but Microsoft itself. Even hit refresh was failed to be put in practice here. This was a hit Cancel, loud and clear.
  • Excellent points! By going all in with Android, MS makes UWP, Continuum and Andromeda a complete waste of effort.
  • Exactly
  • It is a complete waste of effort ANYWAYS!
  • From certain points of view
  • Don't see it catching on like gangbusters...do you?  and it's been what  2 years now.
  • I would love a Google-Less android! IF MS does what Amazon did i'd definitely be in.
  • I think I would be interested as well. I don't like what Google collect about us so Google apps free Android would be great.
  • The worst thing about an Android phone is being forced into having a Google account to go with it.
  • You don't have to use the google account for anything other than signing in the first time.
  • Really? I've got a Nokia 6 and I've used it so far without a Google account or using any Google apps. Google Play services still runs in background though as linkedIn needs it. Otherwise I'd disable it.
  • Buy a well supported Lineage phone and don't install GApps. You know have a secure, 100% Google free device and can use the Amazon app store.
  • Not a reasonable idea at all. Microsoft should continue W10M & build around it's own ecosystem. When it has a better product, launch it. But abandoning all of the folks who love their Windows Phone is stupid. They have the best ecosystem & products. Why trash it for short term gain? I'm sure all those Google folks are just anxiously waiting for a Microsoft droid. What a joke.
  • They have an ok ecosystem now. It isn't as good as Apple or Google's. Several years ago when the mobile wars were starting, they had almost no ecosystem. No decent services to jump start their phones. Now, that is never going to happen unless they have something revolutionary. Microsoft is too far behind with no way to catch up.
  • Microsoft's only hope outside of core OS being super sleek and already loaded with the apps on both Apple & Android with hardware to match is to make an Android ROM with fluent design but let existing OEM's sell it like they do the GS8 without mentioning Microsoft. Satya has KILLED any chance Microsoft had single handedly with his cloud only focus along with Terry and Joe; all three of then should be shown the door! In reference to enterprise, he killed that too by burning OEM's. Ballmer started down the right path, but Satya, much like the current leader of the U.S. doesn't want anything his prediccessor did on his resume; that's west killed W10M! I stuck with this guy until Joe made his Twitter announcement and even now to an extent because I'm using the MS launcher, Bing, office and cortana! To restore people's trust in MS will take Bill pulling a Jobs, coming back, and publicly admitting to Satya's mistakes promising to right the wrongs. Satya shouldn't have been appointed CEO, he should've been left in charge of azure/cloud where he's most competent!
  • Eff no.
  • The Surface brand has always been a premium business brand not for consumers with perhaps the exception of Surface RT. Microsoft could offer existing Android phones from their store pre-populated with their apps. They could even provide a web page with all their apps for Android listed and instruction on how to customise Android to default to Microsoft apps - for example Cortana for Google Assistant. I would be pretty happy if they provided Android roms for Lumia 930 and Lumia 950 that mapped properly to the Windowsphone keys and pre-installed "Microsoft Android" with Google Play and Google apps too. The latter to keep Google sweet. This would get my Lumia camera working again.  The last great service to Windowsphone owners could be a conversion of the hardware to Android.  
  • It's for certain they won't have me as a customer on Android. Because it's still puking Android.
  • Doesn't Nadella use an iPhone?  He seems to let his personal preferences dictate his professional actions. If he does use an iPhone, moving in the Android direction won't happen until the next CEO.
  • I don't think making an Android phone would help at all. It would make them look idiotic in my opinion. They really should be working hard on making Windows ready to run Android apps if it is possible. It might sound silly but a lot of us wouldn't go full Android, but would really enjoy app diversity. (As I know, it worked somehow, but got canceled.?)
  • Microsoft needs to get back on the horse, don't give up!
  • I really don't get why they would not want to include Google Play (and the rest of the Services). A few people around here might want a Google-free Android experience, but the vast majority of the phone buying population is going to want the Google Play Store. Also, as people might have noticed, this is Nadella's Microsoft now. A Googleless Android Phone would be Ballmer's Android Phone, not Nadella's. To be honest. I don't see any of this happening, at least not with a Microsoft logo on it. I can see them working with a 3rd party on a phone for the MS Store with all the MS apps pre-installed. But a "Lumia X"? No way.    
  • The proposition here would be a Google-less Android that would appeal to devs. The same devs that populate the Google Play score would hypothetically build their apps for the "Microsoft Android Store, sans Google Services which Microsoft has nearly a service for service alternative, of course. So, IF something like this were to fly (which I have mad known in the piece citing various reasons I don't think ot will) the Microsoft Store under ideal conditions would have the apps Google Play Store does(except Google apps). Again, I think going Android is a bad idea and I think any attempt along these lines would do more harm than good. I just thought I'd bring the question to the forefront and point out the pros and cons (cite position) and generate some discussion.😉
  • Amazon, as far as their Fire range of tablets, are Google less and severely lacking (and I own one, sideloaded Office and other apps). Microsoft will run into the same problem without Google Play services. Their best move is either the Galaxy 8 or LG V30 Microsoft Edition that their physical stores sell that have pre-loaded Microsoft apps on the current Android platform.
  • What about running android apps on current windows 10 mobile, replacing core apps and keep supporting it?
  • That would make the most sense guillams.  Just open up windows 10 mobile to android apps.
  • Nutella as another user in the forum calls him killed project islandwood & historia (name might be wrong) which would have brought Android and iOS apps to WM years ago...
  • That would be me.....Nutty as a jar of nutella!  and not half as good.  
  • That makes Microsoft even more irrelevant. Developers can then totally ignore Windows and just concentrate on Android. Microsoft didn't do that for a reason. Look what it did for BlackBerry.
  • That wouldn't help Windows Mobile at all.  The platform would still be just as irrelevant to most users as it is now.  For those for whom Android apps are important, why would they choose to get a "Windows" phone when they could just as easily use those same apps on any other Android-capable device?  And there'd still be no incentive to develop Windows Mobile apps, as you could target a much larger audience by writing Android apps that could work on this so-called "Windows" phone as well as every other Android phone.
  • If they're going to put Andromeda on a device that could replace your phone, it's a mistake. The cut over would be VERY ugly. If they're not going to do that, it could be a smart play. I might be able to tolerate Android if all the Google was ripped out of it.
  • MSFT needs to quit wasting time on UWP and focus on Xamarin+Forms for mobile. It needs to be the best dev platform for mobile. It needs to be smaller, faster, and easier to use. If MSFT can get a substantial number of devs on Xamarin+Forms then it becomes *the* mobile platform. In a few years, say five, they could potentially reenter the mobile hardware market because apps would be available with just a recompile.  
  • Xamarin.Forms cover something like 5% of features of iOS and Android. It is nice for simple apps but nothing more than that and have no prospect for anything better (or even ambitions). If you want the real thing you must use Xamarin.iOS + Xamarin.Android and then you can say goodbye to automatic porting to Windows. Not to say that it is not easier, just it is complex enough to be considered a business venture, and no one will do that unless he is sure to cover the costs.
  • I guess we could answer this easily... (some word starting with F) noooo!
  • What compelling reason would consumers have to buy an MS branded Android phone? MS has worked hard to put its best features and apps on other vendors Android phones already. What compelling feature could they add to their own phones except an MS logo?
  • Microsoft should move forward with windows 10 no matter what. I really think it's the best all around OS ever made. Sooner or later that's going to matter. Microsoft needs stand firm though this transition period.
    With that said, I didn't know they could own there own version of android. That seems like it would open possibilities for integrating android apps, and users, into the windows ecosystem in ways not discussed in this article.
  • I have my doubts msft can pull this off. It would be great to see, but their execution hasn't been the best lately.
  • Satya's execution.....He executed W10M with Joe B's assistance via twitter.
  • No to Android!  No yesterday!  No today! And certainly No tomorrow!  I just want Microsoft to put some effort into their own OS.  Don't be a follower!  Don't be like Blackberry or Nokia!  That move would make Microsoft seem irrelevant rather than looking strong. 
  • They are already irrelevant in regards to mobile.
  • @mwright53 True, true.  But as long there's a sliver of hope that something would be coming in the future I'd rather that, than having to do anything with Android. 
  • Well we already know what Nadella isn't going to do.....Work on anything mobile....Cloud first no mobile unless its Android or iOS!
  • really? no that would just be a bad business decision, but unfortunately you might be right. Will MS have a Windows powered mobile device soon, yes of course. Are android their backup plan, it.might be. However, its a dumb thing, because google has full control over android and could easily lock down the play store when they see fit. theres an old viking sayin where i come from, "never trust people or companies who say they never will be evil" 😁  
  • Very bad idea. That fails the MSFT unversal mantra. Windows on all devices, shapes and sizes. (Not windows features and or services on all devices, shapes and sizes.) There are people out there just like me, who whole heatedly embrace that mantra and do believe it is best plan that is ahead of the competition to futre proof MSFT Os. This will undoubtedly throw a wrench into that plan with some known and unknown repercursions (most of which will be negative) We need to stop the panic of windows on Phone not where we would love it to be. I plan to give them time and opportunity to do it right. I am glad they did not let their no mobile success stop them from infusing MSFT rich features into other platform, when the time comes to put resources where it counts for their mobile ambitions, they already have the followings needed to transition with them.
  • Nokia X Android phone has nothing to do with Microsoft because they have sold Nokia-branded feature phone business on 18 May 2016 to HMD Global, a new company founded by former Nokia executive Jean-Francois Baril, and an associated factory in Vietnam to Foxconn's FIH Mobile subsidiary. Microsoft only keep Lumia brand with Microsoft Windows mobile OS. You should study Wikipedia before you post this.
  • There is only one solution for Microsoft I can think of. Make a Windows On Mobile stable, familiarly more intuitive and then pair with the most amazing hardware which is capable of doing really great things. Surface failed twice - not only because it was poorly crafted hardware but also an OS wasn't that great. And then it took off because of refinements in hardware and more intuitive-stable OS.  Most Windows Phone users, developers, and OEMs ran away from Microsoft because there was no trust, consistently poor OS and when Microsoft started making their mobile device, they totally forgot about consumers, design refinements etc.  Hope Microsoft never give up on Windows on Mobile device.
  • The number of people in the world that still trust Microsoft regarding mobile could fit in a very small room (and that includes Microsoft employees). UWP is not going anywhere in any event..
  • Hard work and dedication has no alternative than success! I hope Microsoft sees the motivational value in this quote!
  • Honestly, I love Android since years ago and I know that is definitely not a popular opinion on this site, however, as much as I do that, I don't see myself using the Android platform for everything in my "consumer" life... I love having Windows 10 on my Surface Book, and I use it for personal work but also as my entertainment device (games, movies, reading, etc)... So do like the idea of Windows taking advantage of the Android platform and ecosystem, but I would also like to keep Windows available as a consumer... maybe with native access to Android apps, since the hardware is already here...
  • wasn't the core aim of wind aim of windows to get data and customer for the in enterprise strategy. By the way Windows is a PC, android is just a down mobile os. Going on an android venture can make them broke quickly .
  • I think that Microsoft could invest more on Google's Android platform. Maybe make a "Trojan Horse" like entrance into the Android ecosystem, develop exceptional services, apps and mods that can take over what already exists for Android, to a point where, consumer wise, the idea that "a Windows based phone would have an even better experience" could be cultivated over time. Despite having made the move to Android recently, ditching my cronically underperformant Lumia 640ds for a Nokia 6, I still use mainly Microsoft and "once exclusive" Windows services, like MSN News, MSN Finance, Outlook, OneNote, OneDrive and Here WeGo. I also recently installed Microsoft Edge. Interesting to note is how these apps seem to work as well, or even better than they did on W10M. I do miss Cortana though. I don't have her available in my region and language, and I'm already missing some goddamn basic things like reading out loud SMS, which you have to pay to 3rd Party Apps to have that sort of thing on Android. And while my blind mother once raged over Brasillian Cortana for not understanding her a lot of times, she now rages at Google Now for constantly ignoring her and not doing everything that Cortana once did. Google Now is gimmicky for blind people, and I'm desperate to get Cortana on her Nokia 3. Oh, and Google Now doesn't work in offline, AT ALL. Despite the catastrophy that Windows Phone ended up being in, Microsoft would still do a better job on Android than whatever is around there. And if Microsoft could deliver on Android, when *Windows 10* Andromeda comes out, Microsoft just needs to do even better, and positively surprise the costumers.
  • I decided to give my Sister my Microsoft 950 and try the Android approach recommended by an earlier "Windows Central" communiqu'e. I got a Samsung Galaxie 8, the latest and greatest, just to give Android a fair shake. I will say that the phone itself is the fastest smartphone I have ever used. I was forced to use Android phones by my employer several years ago and absolutely hated them. My Windows 7 phone was so much more stable and easier to use. As I evolved through the various version of WM, I grew more and more fond of them. I have put every Microsoft app and "gizmo" on my Android that Microsoft has recommended. I have disabled some of the Android functions that Microsoft apps replaced. Still, I find the phone annoying while enjoying the apps that I couldn't have with my 950. One of my biggest gripes is the invasive nature of Google, much like "AOL" in the late 80's. They seem to invade virtually every part of every app. I have to deal with many more pop up ads, almost as many as in these Windows Central pages. Bottom line, in my view; Android may be a step, but if it is a destination, those of us that have been so loyal to WM are likely to be very unhappy. As others have said: I HOPE MICROSOFT NEVER GIVES UP ON GETTING A NEW WINDOWS MOBILE WITH PHONE CAPABILITY TO MARKET!!
  • This is exactly Microsofts issue. If you want to use Microsoft's services, your Android experience isn't going to be optimal. I have the same issue with the GS8 since I am not interested in Samsung's services.
  • looks who's talking, did you know that Google pays more than 7 US billion every year to OEMs so they come pre-installed with Google apps and services? if Microsoft offers better deal than Google what do you think OEMs will choose?  
  • You missed my point. If you use the GS8, the best experience will be had with Samsung services, not Microsoft's and even not Google's. For example, the Bixby button will not open Cortana or Google Assistant. The whole device is designed around the use of Samsung services, even if Microsoft and Google services are available, you will be losing functionality with them.
  • I use cortana as as the default assistant. I can't use "Hey Cortana, but didn't do that on my Windows Phone either, however I can press the home onscreen button on my GS8 and use cortana which I do often now.
  • Right, I do the same with Google Assistant. You cannot use the built-in Bixby button though without a third party app that may or may not work and still has Bixby operating in the background.
  • Get rid of nadella....he's put all his eggs in the basket of software solutions....how long do they think they can survive without a complete ecosystem that includes hardware business when google is yet to launch their final chrome os attack on windows? With all the cash they have it just does not make sense they abandon such a venture so quickly!! I was waiting for win 10 mobile to mature to make the switch from android bcoz it feels just like a breath of fresh air....now i find myself locked with whatever google has to offer....sorry apple but ur made stack of icons platform never intrigued me a bit and ur never ending claims to hardware innovations is sickening to say the least..
  • No! What's the point of UWP if you are going to wimp out with mobile devices, a large part of the whole environment? OR, being able to automatically adjust an Apps screen size to match the device. Compromising because of a bad decision to ignore consumers is not a solution. Ask IBM. Suck it up and get the consumers back. If that takes change of management for the competence and expertise, so be it.
  • i am going to say that Microsoft dropped the ball when it was in the mobile market. they had a great bunch of phones i had Microsoft os phones since the LG INCITE and liked each one better then the last. they should have gave developers what they need to make apps. do i think that is the end  for windows based mobile devices NO i don't. Androd is NOT  the answer and i think Microsoft getting out was a joke since they already said before they did this move there will be a mobile device coming out but not the tradisational phone. i say next yr they will announce something.  i also think they need to get rid of their CEO  to survive as a windows product and not a andriod oem. we do not need this we need more choices not less.
  • i just want to add this to if you go to their store you can still buy a windows phone but in store they have only andriod . that to me is very confusing
  • I'm not touching Android unless all other alternatives are depleted so I wouldn't jump in.
  • Why would Enterprise want a One Core phone if they didn't find a use for a W10M phone? What W10M issue does One Core fix?
  • Coz MS is not building a phone. It will be a device which replaces existing enterprise handhelds running on WM6.5. Belifiore mentions the same that andromeda is not for consumers, but WC keeps this unicorn chase alive.
  • I think iPhones in weird cases have already started doing that. I have started seeing them in businesses used as handheld scanners and as point of sale devices.
  • What's done... is done. I'm of the belief that Enterprise would not trust MSFT with any future "phone" efforts regardless of marketing or money thrown at a re-boot of this specific nature. Now, I would like to see some manufacturer get off their duff and supply MSFT with an Android based "Signature" line of phones that not only got rid of any bloatware and was more MSFT centric, but also promised more frequent patches and updates.
  • Like Enterprise was a human being. Enterprise is all about money. They care very little about Microsoft's ways. If they smell money, they are in. Trust me, if by tomorrow half of the people out there would suddenly have a WM10 device, Enterprise would be the first to get on board. Even if it had no MS support whatsoever, apps would instantly start to thrive. Thst is just how open market works. Both Android and iOS suck today as an OS and the only reason why there are apps there are the sheer number of devices being online.
  • What MS could do is use Android for both, but for the enterprise clients make it a branch of Android like the Fire products. MS could secure the platform and customize it howeverthey want. The only problem there is enterprise customers won't have access to the Play Store. MS should definitely not have a set of Android phones they've tweaked and then a Windows 10 phone with a completely different ecosystem. The app ecosystem and lack of Google support is what tanked them (in addition to MS just not caring).
  • No point in MS creating a phone.   Unless it's some kind of administrator phone, closer to a mini laptop ie. qwerty + powershell + shell (at least). Even that wouldn't be a sales hit, but would at least have some point.
  • I never ever see MS making a mobile phone either using Android or Windows Phone ever again, however if they are ever to stay relevant in any domestic and maybe even most companies markets, they NEED to make a small device with some abilities in the telephony area. As mentioned it will not run WP, that is finished, but it should run Windows. If they don't do this, they really will be looking at not having a "desktop" OS in maybe 10 years, the other players aren't going to sit on their backsides with 90% of the mobile market and not go into the desktop market, and because they already have the mobile end sown up they will reap the rewards on the desktop market and then even Office will be at stake. If I use an Android phone, however much I like the Windows interface, why would I pretend to have a Windows device and run MS products if the other players are offering decent products. For MS not to become the next "IBM" they really have to be players in the device area that people use. They have so few options left now.      
  • This will not help without massive investment into marketing. Ask common user owning one of Samsung Android phone - they will tell you to have "Samsung". Not "Android". This is still issue in IT - very bad emulation of common users and customers. They don't care what operating system is there. They want to be sure that it will run their apps, see their content and have some cool factor. Android by MS will not fix apps (developers must fix apps which are relaying on google code just as they have to do for Amazon), content (as MS don't have own content and Google content apps will not work there) and definetelly MS still don't gathered much cool factor. Android phone from MS can work only if it will be Google based and released under X-Box brand with some XBox design and features. But it will not be killing numbers of sales. Android phone in Surface branding - waste of time, most customers for Surface brand is locked to Apple eco system with their phone and accept Surface due full Windows capability on way.  
  • No. MS need Windows devices. But they need to make food devices, and release new devices just as often as Apple and android makers. Then they need to go on the stage and say, yes we ****** up, but no more. From now on we are dedicated to windows on mobile devices, including phones. The need to sell their dedication from now on good. The Windows Phones have no apps BS is overrated. Besides Snap most ppl had what they needed, even here in Norway. And new **** was coming every day. Until they stopped making phones. They needed to just hold what little traction they had, and release a darn Core OS device. Say tjis is what we do next, and now it's even cooler. But no. The wankers desides to go out and stop making phones before they have anything new, and then announces on twitter that W10m is dead, flushing what little traction they had down in the loo. Effectively doing another restart should they release a new core os phone next year, I stead of making it a next natural step.   With available phones and a few million users, those having windows apps would have maintained those. Now they pull the apps, making it so much harder to go this direction again.       
  • No, Android hardware solves literally none of their problems. 
  • I think many people look to Windows on a phone because they have little to no interest in Google/Android.
  • Crap! Crap! Crap! Windows means live tiles, people centric, bold, colourful and interactive OS. Android? (Spit!). Nadella screwed the consumer just to move to android-based ecosystem. So that, Micro (what?) could focus on enterprise so(what again?)lutions for the foolhardy shareholders to profit!
  • Microsoft should have had 2 divisions (Enterprise & Consumer) right from the start of building phones. Headed by 2 presidents under 1 CEO (Bill Gates). If that would have happened, this day would not have come. Or partner with Apple. Apple (with Surface) provides their hardware and apps expertise while, Microsoft with their OS ecosystem/softwares. This would be a killer!!!
  • Why would Apple want to use Microsoft's software? Apples software and services are likely superior.
  • I have no interest in moving my employees or family to Android, especially if it would require us to do anything with G**gle.  I would really prefer to stay on Windows, but might be able to move everything over to iOS, if for some reason Andromeda doesn't allow us to have W10 on ARM, as has been rumored.  The ability to run my win32 programs on Windows 10 mobile devices (whatever they are called, I'm not concerned with the semantics) will be a game changer.  Concerning apps, I still hope for a truly universal approach, no need for individual app stores, developers write once, for all platforms (desktop, mobile, gaming, etc).
  • What win32 app would you want to run on a phone?
  • For starters: HEC-HMS, HEC-RAS, ArcGIS, & AutoCAD.  But why does it matter which programs are mission critical for my business.  There are many thousands of win32 programs that businesses rely upon.  There are also many instances when I am traveling, and have no reliable  access to the Internet, so remote desktop isn't a good option.
  • That is why they make laptops. Those programs would barely be useable on a 5 or 6" touch screen. Microsoft isn't going to make a phone for the few masochists that would do such a thing.
  • And we do use laptops, as that is currently the best option when we need to run win32 programs remotely.  However, it has been a real efficiency booster for the past several years, being able to run our more commonplace office productivity apps (e.g. Office) without needing to carry a laptop, thru Continuum on our Windows 10 phones.  I always have my phone (and mini Bluetooth keyboard mouse when dressed for business) in my pocket, and can connect to projectors and monitors when needing to make a client presentation or work from my hotel room.  If there's a screen around, I use it, if not, I can at least do some work on the small screen.  We have found that our laptops are easily replaced by our Continuum enabled phones for about 2/3 of our travel.  Implementing win32 on ARM would likely increase that figure to around 90% or greater.  There would be zero down side, and there are plenty of up sides to having win32 available; I don't understand why anybody would be against it.
  • Because it is boondoggle. Instead of building the future, Microsoft is busy building this pointless throwback to the past. It doesn't have mainstream appeal and will only further alienate them. If there was a compelling reason for this function, people would already be carrying around thumbdrive PCs along with the Bluetooth keyboards in their pockets. There is really only risk to this function, very little reward, for Microsoft and the user. The only reward for the user might be a slightly easier to carry PC experience. The keyboard, performance, and very possibly the available screens are going to be inferior to an ultrabook.
  • Either your experience using your mobile device has been negative (doubtful, from your responses), or your opinion on the relative utiltity of having a PC in your pocket is based only on conjecture.  My opinion is based on several years of actual experience with Continuum on Windows 10 mobile by my employees and me.  The primary shortcoming of Continuum to date has been that it only supports UWP mobile apps, but Andromeda is rumored to bring full desktop functionality to ARM on mobile.  And before you get on your high horse about it, I am well aware that the performance on mobile will be lower than on desktop (less processing power), but it will be much better than how well desktop programs currently run on mobile (not possible).  I am done with this discussion, but I certainly welcome you to try Windows 10 on mobile before bashing it.
  • I didn't mention W10M at all, although it is a terrible platform. People, especially Microsoft fans, never bought Windows phones for a reason. Continuum is a pointless endeavor. It will always be an inferior experience when compared to an ultrabook. If you were really looking for that, a stick PC will give you that full experience today and easily fit in the pocket with your keyboard and mouse. Continue is a gimmick and you are caught up in the novelty.
  • So I've been running with Windows Mobile since the HTC HD7. im ready to go to android. Makes me want to throw up but it's time. I want something at least 5.7" and 1440p. What's my cheapest reliable option? I know zero about android options. i know there's the Nexus 6P, S8+ and LG V20... But what else is there that isn't an arm and a leg based on my needs. If i need to I'd consider 1080... But 1440p is gorgeous.   
  • 1440p does look really good, but even 720p looks fine on a GS8 without wasting tons of battery. 1440p just isn't worth in my estimation. It is really nice when phones give you the option.
  • Windows 8 was already way ahead in this rat race. It was intuitive and beautiful. All Microsoft had to do was get creative from there. That OS was THE OS!! Windows 10 is absolute garage based! Something that's beta (and will always be)…they could've removed the "Start" from it and put the Windows logo upon clicking, a fluid design app list with mini updates and flowchart like mini icons would appear as mouse moves on each mini tile or icon. While the ribbon tiles (would push in the background) and would kind of become shaded translucent dark shadow effect highlighting the start menu that way. A "Windows Spark" feature would have been introduced wherein, at the initial boot up of the OS (just before loading the main OS) a Windows logo would appear upon clicking, it would explode to a fluid flowchart (star like) design exposing one note (lite version), music, internet explorer, photos icons for an "instant" working/entertainment feasibility!
  • Windows 8 flopped. It was universally hated. Microsoft couldn't run fast enough away from W8.
  • Going to android is like giving up a good racehorse and going into a donkey derby! The marketing staff at microsoft want sacking prompt. We all love the windows phone as users but app developers are short sighted and wont invest. Not enough users they say and potential users say not enough apps! The circle could of easy been broken but poor defeatist mangement at MS. Think ill give up on mobiles all together if windows 10 goes.
  • why cant i put a thumbs up against positive windows phone comments!
  • I cannot honestly believe anything I read about Microsoft.I have totally lost faith I've been loyal to Windows phone for years . I've been on the fast ring updates helping to improve the windows mobile and for what .DUMPED 👆
  • Isn't it like if Nadella was the biggest Google shareholder? That is what I suspect. Nobody can be this incompetent in such a position.
  • Instead of focusing on an OS to suit the kind of device, OS should be the kind that adapts to suit the end user he/she likes. It should have the fundamental feature to be able to customise it to suit one's needs. That's the kinda OS every Enterprise and Consumer alike would wanna invest in (Microsoft, are you listening?). Put great customising features loaded onto the OS and see your profit go up!
  • You're so focused on devices and enterprise that you forget the basic silver lining... "CONSUMER" "USER"!!!!!
  • This is EXACTLY the situation I said -- 4 YEARS AGO -- that Microsoft would find themselves in by failing at mobile. Hate to say I TOLD YOU SO. 
  • Mobilejk - You seem to bolster that proudly, so I doubt you actually "Hate to say I told you so".
  • lets not forget about Uwp, Andromeda or Continuum those are nice projects for powering the future Enterprise. but on the consumer side of things, Android AOSP is very promising platform so Microsoft can have their own appstore powered by Microsoft Azure cloud and support Android apps. i would purchase a device with this OS as I could no longer have to worry if a certain banking or Airline ticket app is unavailable in Windows Mobile
  • No dev gives a damn about UWP. Continuum is a useless crap without apps, no sane business will ever use that mediocre junk, and anyway both Samsung and Huawei have a continuum experience which is far better, and yet it still hasn't caught any attraction...Any enterprise should avoid messing with any more MS products besides the basics: OS, servers, sccm, maybe office but local, not their O365 mediocre quality crap. and that's pretty much it.
  • No they should not make Android phones. They should continue with selling Windows phones as they do now: https://www.microsoft.com/en-us/store/b/mobile?icid=CNavDevicesMobile
  • Yeah that M330 Liquid looks amazing!
  • this is the first time i feel you really off the rails jason. Google got the mobile market. a market away from desktop and a market that Microsoft was not in it. but does google really think about making a windows laptop? no. they have chrome which at this point of time is even more hopeless than the windows on phone idea. two separate markets which none of them can enter the other. they both have lost several times in that. this means Microsoft does not need to force it's markets exactly the shape of googles. they know they have to make a new market, which they are first in it, and they know is much more valuable and carries much more potential than simple ARM based telephones. right now a market with those aspects that Microsoft seems to have it all is hmd mixed reality. powerful, innovative, looks like future, actually makes people happy, looks like something to brag about and has the best ecosystem for developer which are already rushing twards it. for Microsoft to build the legendary surface phone is still a great idea. but MR is making sure for that not to be needed. ;) i don't think phones have much longer from their good run. it feels like mr.graham bells invention is reaching the downwards cliff of it's growth graph. we thank him for the voice. if in any case this surface arises, it's not a phone, it's mobile but not a phone. and it won't look like one. this new path that mar.Nadella is taking is purging Microsoft from the parts of history that it tried to copy old ideas. and entring Microsoft to the future world. in which all the idea or the good part of it is owned by Microsoft. Cloud, AI,MR,VR,AR  quantum cmputing, surface and much more. his vision means never be late or if you are don't dig the same mine several others already have dug up. have a good time
  • If MS consider that, they must release android roms for lumia models first. So no one complains anymore and no one left behind either. It's not hard, Xiaomi already released a phone can work with android or wp depends on user's choice. But now, MS not adding any new features to WP, not giving option to use android on lumias.  For example, my Lumia 950 has a amazing camera. If they release a android rom for it, i never think to buy another phone. But MS is not user friendly, so they won't. Even it's too easy, they wont. They'll just watch until last WP10 user dump their lumia. Big promises and disappoinments. History of WP.
  • I have a Lumia 950 and a Samsung Galaxy S8, and the S8's camera is far superior to the one on the 950. The only thing the 950 has going for it (in terms of hardware) is the removable battery and the plastic design (which actually is sturdy and shock proof, unlike the S8 with its brittle glass design). If you're interested in Android, go for the S8 or a LG V30 right away. Google Pixel 2 is lacking in too many features for its price, in my humble opinion. Stock Android is quite boring too.
  • I don't think I want to get into mobile phones with Microsoft anymore, since, they would likely leave you high and dry.
  • Both Samsung and now Huawei adopt Continuum supports Microsoft is capable to consistently defining new category that other OEMs are glad to copy. It is really competitive and tough for Smart phone OEM to survive without copying good ideas. it is wise for Microsoft to stay out until every single phone manufacturer, including iPhone and google's pixel increasingly mutually copying from each other on features that do not address the pain but predictively increasingly becoming boring and dull.  The next revolution in mobile lies not in the marginal slight differentiation e.g. bazelless which most users could live without - but
    OS [e.g. Andromeda] which is highly energy efficient and optimized to work with LTE, lean [Core OS], UI adaptive to a wide variety of form factors. The day Microsoft figures out how to bring CShell to Microsoft Launcher for Android, enabling developers to write once to target all CShell compatible devices (including Android phone), the day app gaps will gradually disappear for ecosystem supporting CShell compatible mobility devices
  • The ultimate aim of modular Windows CoreOS, is to make the UI sitting on top of CoreOS to flourish NOT only in UWP ecosystem, but Android, making iOS increasing isolated.
  • The mission of Andromeda is not restricted to either WinOnARM, Surface phone or new IoT core powered speakers, BUT ONE consistent UI experience, not at an App level, but at a pseudo UI level much more than the existing Microsoft launcher in Android.
  • The aim of . NET Standard 3.0 is not to democratize. Net Core (the job of Net Standard 2.0) but CShell to especially First Android OS, and then to iOS and MacOS.
  • :))))) you really should tell us what type of thing are you on.
  • First of all, what I would like most is an amazing as well as surprising return of w10m... but I take your point. In the recent past, they tried to play android apps inside a subsystem within windows 10 mobile, too complicated and slow AFAIK. Then OEMs made even tablets with dual boot windows-android. Now please read carefully :) What if they built a w10m subsystem within android? We will have a windows play services packet along with the google one. This would solve both the live tile thing and the app gap issue. A super double app store UWP + android. Would it be feasible? What do you think?
  • I don't see any reason for MS to have an Android phone. They need developers to support UWP apps, and just making an Android phone that didn't run UWP apps could fatally undercut that push.
  • UWP already failed, devs do not give a damn about it without a mobile presence.
  • If Microsoft were to make its own Android phone, that would be a dollar solution to a dime problem. They have already concluded that the cowbird solution, in which you parasitize some other bird's nest in order to let your offpsring flourish at some other species' cost, is the way to go. The best productivity sofrware on anybody's phone today is Microsoft's, and at least with Android they are producing camouflage apps that can imitate the basic Windows experience for those who want such a thing in a handheld device. I know people who like live tiles won't agree with me, but that's their choice. I hate jittery visuals and have turned them into dead tiles on every Windows phone I have ever used. Microsoft has lost the mobile platform battle, but the future is bright for its cloud and enterprise vision even if their services will be used from some other company's hardware. One of my backup phones is a Nexus 6P, and I have so heavily Microsoftized this thing that I almost don't have to think about its Android underpinnings. Since the camera in the new Pixel 2 is so much improved, one of that family could function as a virtual Lumia. I'm pretty sure that when the 6P reaches end of life, a current Pixel will replace it.
  • Microsoft approach to Windows mobile could be the combination of Surface Pro Lte and WMR plateform. In WMR, Microsoft define the WMR OS and the OEMs deliver the WMR hardware variants. For phone, Microsoft would define a few Reference mobile form factors. For each form factor or hardware category, Microsoft demonstrates not only the hardware reference design, but also provides benchmarks of optimized Andromeda performance under always connected in these devices. These benchmarks must clearly differentiating by addressing the pain points or limitations of existing phone.
  • Just like the goals of Surface Pro LTE, not to sell in every country, but reference hardware design and benchmarks for OEMs to do innovation catch-ups. The Surface phone will come in different form factors all targeting enterprise for premium price to recover some of R&D investment. OEMs will copy these designs and make them more affordable to consumers world wide.
  • :))) my God, what on earth is wrong with you? Ding ding, it's time to wake up from that tech comma.
  • Where are the applications? No app, no customers.
  • I don't see why not! If you can't beat them...join them!!! Isn't that how the old saying goes? Make the Surface Phone Android, with extremely high build quality, that competes with Iphones, Samsung's, Pixal, and other Flagship models. Give it some incentives, like a year free Office, a highly optimized Microsoft Launcher (that comes with all Microsoft apps preloaded with Edge and option of Google Play Store,) maybe some exclusive Microsoft Mobile version games (mobile versions of Gears of War/Halo/Forza/Mass Effect Trilogy/Recore/Pefect Dark/etc,) that could replace Sony's Vita, or very high quality optimized Xbox stream/docking (that could compete with Nintendo's Switch.)  and maybe a true Windows 10 full desktop dock experience. Although that might require a larger storage, but if its "Surface" than its gonna be expensive, anyway. Just go all out, make it VERY (wealthy people only) premium, like...one of top 3 Android phones on the market premium. It would sell, as long as Youtube and other professional Tech Reviewers were all impressed. 
  • Everyone screaMing for Nutella's head and claiming how clueless he is about consumers. Ahhh. To bad nobody listened TWO YEARS AGO when I continuously pointed this out. I don't know how no one did t see this lying pile of sh** for what he is. Such a shame.
  • There were many of us that did see this, but the majority of the delusional fanboys, even now defend this pathetic company led by an ignorant and $$ obsessed maniac.
  • Biggest problem with this is that "consumers" are employees who also work within "enterprise." These spaces overlap. And employee/consumers bring their devices to work and take their work home on their devices. IMHO Microsoft/Windows needs to function across all locations / devices.
  • Not really.  No "enterprise" is going to allow employee devices on the corporate network.   It just does not happen.  Just trying to connect it will set off alarms in IT.   At least not in any enterprise that I have worked in or visited.  We have a separate wifi network for employee phones and tablets, but nothing but corporate laptops/desktops/servers gets a connection to the actual corporate network.
  • No anymore, entreprises want people to bring their device to work. iPhone and Latest Android phone are supported on the same networks. Only my Windows phone is left behind. I'm using the visitor wifi. :(
      Personal Laptop are also welcome if they have Anti-Virus install.
  • Microsoft really insults our intelligence. The only developers who stand out to me during introductions are Adobe, Pandora, spotify, and maybe Instagram. Most others apps were individuals like Rudy Huyn.
  • It's funny how many people here keep saying "Win10M was the best phone OS ever.   Android and  iOS are toys". No one - well, no one but OS geeks - buys a phone (or a laptop or tablet or whatever) to run an OS.   It's all about the software and services that the OS provides.  You have to understand that 95% of users have no idea what an Operating System is, what it does or why it is necessary.    Nor do they buy a phone to stare at the home screen.   No one cares about "live tiles".  The home screen is just where you go to launch an app.   Period.   People spend most of their time in apps.   The home screen layout is the least interesting aspect of the device.  People know what their app icons look like, and plain squares offer no compelling advantage over highly detailed icons.   Yes, I realize that since MS was so late to the phone party, they HAD to be different in order to stand out.  But it was a spectacular failure, and claiming they should "keep fighting" is just silly.   The market has clearly shown that no one is interested in Windows Phones.   Don't give me "millions of users".  Android probably has a billion users.   Apple has hundreds of millions.  Don't give me "but several unnamed countries in Europe had 10% on WP".  Worldwide percentage was miniscule.  
  • I preferred a Windows phone over Android or Apple smart phoes because the tiles could  give you information that updates inside the tiles  which is great tech compared to dead icons that tell you nothing.The best place for the tiles is on a Tablet Computer or Desktop PC computer monitor which has the screen size to read the tile's internal data.  I want a few tiles on miy desktop PC
  • But most people are in 3 or 4 apps all day.   They don't need "tiles that give information" because they are not staring at the home screen all day long.  Notifications pop up on the screen anyway.  If I want to see the info, I'll just switch to the app, rather than trying to decipher a cryptic message on a tiny square.    Again, if the majority of people found them useful, "live tiles" would have replaced "dead icons" everywhere.   But they didn't, so it was a huge fail on the part of MS. Look, I understand it's what YOU preferred.   I am one of the 127 people who actually liked Windows 8.1.   I still have it on my desktop and laptops, and actively blocked Win 10 when Microsoft was desperately trying to push that flaming turkey to everyone.   But the vast majority rejected 8.1.  I never used the "start menu", so I don't miss it in 8.1.
  • Folks Microsoft's original goal was to put their software on major OS platfolrms an example of this is there has been Microsoft office on IBM & Apple Macs and Imac computers for years now. Since Android is a major OS platform Microsoft added it to it's list of software platforms to sell it's software and services to. Microsoft is now even reaching out to Linux skews to sell software and services to linux users. Intel really screwed up Microsoft because it stopped making good mobile CPU's to put in Tablets and Smart phones. the rumored Surface smart phone was to have an intel x86 mobile x300 series CPU and become a smart Phone- PC/Hybrid but Intel stopped making these chips that were already being used in 4 Android smart phones. Intel said ther was no demand for them by OEMs. Microsoft created Windows on ARM CPU software to enable ARM CPU devices to RUN standard win32 desktop PC programs. Folks perhapa someday Microsoft will make a "Surface Mini" that runs windows 10 on ARM CPU's and even has a cell phone inside it's case. That would be a device a person could use as a phone & could run Win 32 Desktop PC legacy prograns and UWP apps and just about all the Apps in the Wondows 10 PC "Microsoft Store". Not everyone would buy this device but enough of them would be bought for Microsoft to justfy making and selling them  
  • Crucially though - Microsoft had control over the operating system - whether it was DOS or Windows / NT. Microsoft also promised that it's products would run best on it's OS. Now, on mobile, it does not have any control over the OS and doesn't offer an alternative. Security exploits are now out of Microsoft's control on platforms it doesn't own.
  • Trust MS again? You have to be kidding. No company shows such disdain for its consumers as MS. You could give the Apple IOS and Android to MS and they will still mess things up. When you do not care about your consumers, no amount of innovation will help. The unethical managagement of MS is making MS to mean Mostly ****!
  • Their next smartphone focus is getting android OEMs to release dual-boot phones.
  • Send satya home, and put MS back on track. This CEO is the worst
  • As more and more people get familar with Android, they will want Android (Google) in the work place.  MS will decline further with Windows and Office.  Google and easily replicate these with the backing of consumers who are familiar with it.  The mobile OS will become the new desktop (or new iteration) OS.  You can't separate end user consumers and business.....how many use business phones for personal use?  Could this have been a possibility? The HP Elite x3 was very interesting - dual sim, portable and designed for work (Continuum) and used the Windows Store for apps - yes, you could still get FB and Instagram (apps, which are still supported and (*WAG* Instagram will replace SnapChat - you agree?)).  If only MS and HP banged their heads a bit more, they might have been able to push this.  Get an Office 365 account, and and HP Elite x3 - start your small business.  Those files and content are still good with you move to ARM.  Do you think HP and MS even talked? MS needs to get back to consumers, yes a phone, build relationships and get a marketing team.  Get back in the game...
  • microsoft should create winux filesystem which natively support x64 and android apps microsoft should allow both windows appx and android apk files to be listed in windows store and microsoft should allow windows OS to install both appx and apk files via windows store thats more than enough
  • I think that getting app developers to support live tiles on Android would be a much easier sell than trying to get them to support Windows Phone.
  • Please don't try to make windows phone live. It is dead, I'm sorry just accept that.  
  • I've just got an Android phone and I run all my Microsoft software on there. My phone is mid-range phone tthat last had a vendor security patch in February 2017. It is vunerable to the KRACK exploit. So I'm running a phone that Microsoft wants to write software for that they have no control over from a security standpoint. Good strategy (not!)
  • I am definitely the millionth person saying this, but man, at this point, I have kinda gave up on Windows Mobile / Phone. I still have my Lumia 1020 with me, but ever since WP 7, I have been patient, I always supported and defended Microsoft, but now, I guess we partially part ways. My second Surface 3 still kicks ass though, and I use it every single day for my university lecture notes! So, credit where credit is due, Surface 3 is a piece of marvel. :) I chose this over iPad Pro, because I smashed the screen of my first Surface 3 when I slipped on a floor. (Moral of the story: Please don't try to carry your tablet naked in hand; at least get a hard cover). My Dell Inspiron 7559 is also great, running Windows 10.   In short, I still support Windows 10, but Windows Phone / Mobile...? Maybe in some future.
  • Apps? Ultimate AI is better choice, they should work on that. AR devices and wearables are future and are just at start line. If they come, they should with bold devices futuristic enough that they can divert attention from obsolete old tech. Useful and cool device is the best option.
  • At this point I could see Microsoft work with OEMs to include their launcher as default on their devices including all of their apps and services to help differentiate their devices even further. With partnerships with Samsung as the biggest lead Microsoft doesn't have to make their own phone they already have one just without the risk of putting their name on it
  • As MS build so many kind of Apps for Android, why not they build a Android version of W10M based on the Android source code just like other oem did, Miui, Emui. etc...
    They can heavily modify the OS to make it run UWP and android apps both together, maybe.
  • I prefer Windows 10 mobile and live tiles. Not google commercials. Especially after the kracken wifi issues. Microsoft has already fixed it.... ios and android.... Well.... Damn I love my windows 10 mobile.
  • :)) Even with an Android phone, MS will still fail monumentally! It's in their nature to FAIL and give the middle finger to users all the time. Their pathetic behavior, lies and zero quality control is outrageous. So no, I would be a total idiot to ever trust any MS product. Like a wise man said a few days ago, the MBA students should study MS as the one company not to follow, the one company that managed to fail in mobile in an outstanding way, and the one company that managed to burn the confidence of users and developers.
  • MS is pretty much screwed in the consumer space, it is completey their own doing by rebooting so many times and screwing over customers left and right by killing services and products without much wanring leaving consumers stranded. Xbox and Surface and PC gaming are the last consumer divisions and it is pretty cealr Satya is going to do everything possible to screw these up like he did mobile. MS just needs to hurry up and become IBM 2.0 so we can ignore them outside of the Enterprise space. Tired of cool products but half ass support and ignoring customers.
  • Funny thing is, Steve Ballmer himself even tried to get Nadella to drop WP and shift over to Android shortly after Nadella took over as CEO. Now I wish Nadella had heeded that advise
  • Haha, the problem with separating consumers and enterprise: BYOD! If people bring their own (consumer) devices to work, how could this fit together? Microsoft is lucky, that many companies do not allow this yet.
  • I agree that the line between enterprise and consumer has been blurred for years now, and not thanks to MS but to Google, Amazon, and Apple. MS knows this, but since they have really no play on the consumer space (except for the Xbox) it has no choice but to focus on enterprise and office and maintain what little influence they have there. The average Joe is no longer interested in getting a Windows desktop or even a laptop and no one outside of the Insider program or tech blogs gets excited about any new Windows update or refresh, and that's because mobile smartphone usage has replaced computers around the world. I work in an big company and we don't use the Windows Store or any apps, we simply want plain Windows and the exe programs we need, the rest is just unnecessary and gets disabled. MS should focus on delivery just Windows to businesses and also make MS Android phones and tablets for consumers, and maybe then they'll maintain some relevancy. Otherwise the inevitable path is to become IBM 2.0
  • NO NO NO NO BIG NO!  I think the solution is to break Microsoft into two companies - Consumer and Enterprise.  Using Android for consumer sends a wrong signal to consumers and will create confusion.  I think many people are thinking desperate measures in deperate times but not like this.  Remember Microsoft apps are mostly free in Apple store and Google Play store so its not earning revenue as well.  We can't count on Nadela's promises anymore as he is there to take Microsoft to the cloud. I think he does not even care about Windows. What he says he wants Windows to be loved is all bullshit...all sales talk.  They could have made a Windows mobile and sell it to limited quantities just to keep the fanbase happy.  But  think they already did the unthinkable when they betrayed the most loval fanbase of Windows phone.  Just my two cents on this topic.
  • I have reached apathy. Just bought a Pixel off eBay. Not excited for it in the least. But Facebook, Messenger, and Edge on WM10 are a miserable and slow solution. I can't stand waiting ten seconds for every internet link to open anymore. And then hitting back to go back to Facebook and finding it reset to the top for the fifteenth time in that session. I could try reinstalling the os, but then I'll lose access to my kindle app which is no longer available from the store. I've just resigned myself to not enjoying mobile phones in the future... bit it will at least not be as frustrating as it is now. Let MS do what they want... if they ever figure this out I'll be back. But I sure as hell ain't holding my breath, or buying in on the ground floor... I gave then every chance in the universe, and they didn't seem to care enough to really try to make it work.
  • I think it's hard to tell. Windows 10 is still messy. For me I would like to know how relevant consumers and small businesses really are to microsoft. Is so, then microsoft should stop what they're doing and focus more on the fit and finish of windows 10, instead of new features. Windows 10 is already very complex, yet many features are missing features, features are half baked and experiences are half finished. 'New features" adds to the backlog if the feature or featureset package are incomplete. If they are not relevant then microsoft should stop collaboration with oems to sell and market new windows devices to these markets and solely advertise their hardware and software to enterprise custormers, not consumers and small businesses. If they are interested in mainstream small businesses and consumers, then they should consider developing a sister company under the microsoft umbrella focussed on bringing a microsoft business productivity suite for android (and iOS). I think the best way to start is fasttracking the development of cshell as a launcher on top of android, further marketing and developing that. The shell would allow a professional yet familiar UI blend of desktop and mobile and benefit from a familiar workflow and security/update familiar to windows, whilst still having access to the customizability and app store on android.
  • This won't work. MS cares nothing of the consumer. Only business users. Enterprise. That's it. If/when the Surface Phone comes out, I'll get it. But MS actually facing its consumer base and doing something specifically for us? Those days are done.
  • http://surfacephone.com does exist. It's just when will Surface phone display in that web site.
  • This is a really dumb article, kind of click bait. So your basically saying goodbye to choices, that everyone should switch to Android for everything consumer related. No thanks. I'm happy with windows desktop OS, and glad I have the choice to use it. Please just stop with the dumb articles.
  • Jason, IMO it's too late for Andromeda to work. The time for that would have been BEFORE the defacto head of their mobile efforts told the world that Windows Mobile is dead. That one tweet effectively killed any momentum they could have gained with future products. If the fabled Surface Phone were actually released it will either be ignored because no one will know about it because the majority of people won't be looking for a device running a dead OS, or it will just be dismissed as a poor attempt by Microsoft to get back into mobile. The latter isn't necessarily wrong. I've been a member of the DIE HARD WP faithful for years. And I was dead set against allowing Android apps on the platform. But this is different, this is running Windows Mobile *on* Android. Like I said I my previous here and on the AskDan forums, getting Android app developers to support live ptiles will be exponentially easier than upsetting to get them to develop for WP. Personally, I'd now like to see Microsoft develop an official Windows Phone launcher for Android.
  • Click bait articles are becoming the norm for Windows Central lately.  Seriously "Should Microsoft....."  "Would Microsoft ......"    They seem to be all that is coming out lately. My question is, WHY would or should microsoft do ANYTHING with Android.  It will not fix any bridge with Developers as the developers can do things with ANDROID with or without Microsoft.  How is an Android phone going to differentiate Microsoft from anyone else in the crowd of Android phones, both Google and Non-Google Android. It won't help anyone.  It makes no sense.  Might as well just keep developing the apps and cloud stuff the way it is rather than make Android hardware. Windows Central needs to report on proper WINDOWS stuff and live up to it's name.  At the moment it is just Microsoft Should .... central.   This is why you get so many trolls.  You have no real information, no thought put into articles anymore.  They are just recycled rumours. I am seriously considering unsubscribing from you guys with this sort of bollocks being written. Lets hear about what Microsoft is doing with WINDOWS.  It is Windows Central after all, not "Microsoft should have a phone" central.
  • Hi Brendan, I'm not sure if you visit our home page, www.windowscentral.com, but there you'll find a WIDE assortment of exactly what you state you want, information about Windows from the Fall Creators Update, to How Tos, Reviews, News and MORE.
    Opinion pieces are a much smaller percentage than the news content you inquire about. Check out the home page everything you want is right the for you!😃
    Also, I'm not sure if you read this piece in its entirety but it is not saying Microsoft should make an Android phone. But as a columnist for this site I try to do a couple of things in regards to addressing issues around Microsoft.
    One is to provide analysis to what I believe Microsoft's strategies are in various areas.
    Two is to provide original content on a range of various topics from smartglasses, cultural affects of tech companies, MS embrace of people with disabilities, the impact of personality on leadership, Quantum Computing, AI, Microsoft's platform strategy and so much more. (And that's just me other writers do opinion pieces on other topics as well.)
    Three, since Windows Central has a core audience that is very engaged I "hear" many of the thoughts and opinions about what many readers feel Microsoft should do in many areas of its business. One of those suggestions from the community (and others on the web) was that MS should build an Android phone. What I try to do is write ✍🏿 some pieces that address the pros and cons of different courses of action MS could take.
    If you read this piece, I'm sure you saw or will see a thoughtful presentation of the benefits and ultimately the negative results that would occur should MS choose Android. So no, this is not a clickbait article, but a thoughtfully presented piece articulating the pros and cons regarding something many people have suggested Microsoft should do.😉 Thanks for jumping in, please read more here: Www.windowscentral.com/author/jason-ward
  • Microsoft really lost its way with windows mobile. Like mentioned before here on WC in previous posts, a strong mobile strategy would be the bridge to lead costumers into mixed reality, AI and other services. Instead, Microsoft spent years with windows phone and windows 10 mobile, while Nadella simply didn't believe in the platform's potential. WP reached impressive numbers in developing countries, such as Brazil and India as well as in Europe, it represented stability and quality at low cost in a time when android OM's were comfortable supplying low-cost market not targeted by apple with low quality products. Even with the absence of aggressive marketing efforts, market share around the world reached more than 10% in some countries, I myself convinced many members of my family and friends to change for WP, people just loved my L830's photos. Google's efforts to make android more fluent and stable, the adoption of flat design in apps, the removing of google apps from windows store, it all showed how Microsoft's ecosystem was a real threat in mobile market. Nevertheless, Lumia phones were always behind in some specs, launchings always months behind competitors and when the windows phone store + windows store reached more than 900,000 apps, Microsoft just stopped making new phones and closed many physical stores around the world (in Brazil, all of them). A marketing tragedy, I would say. Now, even if Nadella understood that Ballmer's legacy (Nokia) was unsuitable for his vision, rather than taking it as a burden, he could have made the best of it. Now, the lack of focus on mobile might make Microsoft's vision for the future a playground for its competitors. Of course, it's easy to say it now, it could not be that clear many years ago and after all I'm only a unsatisfied costumer, but "be where the costumers are" and "understand the changes of people's habits", aren't common sense in business? If HoloLens project is old as said in its presentation to the public (2010, I think), using mobile as a bridge to the future, was never a option? Why? The low margins WP brought over the years was really the reason for giving up on mobile? I don't think so. I blame the lack of focus on mobile for it. The right focus in that time could have brought the consumers Microsoft needs now to be relevant in the future, giving less space to competitors. It could have been the reason to keep developing windows mobile, in spite of the low numbers it presented in its early years, as an investment for the future. Microsoft seems to be repositioning itself to be enterprise focused now, but what about Windows? If the scenario Microsoft aims is where W10, HoloLens, Cortana and other Microsoft cloud services will be the best option for professionals and normal people use office and Microsoft services in apps on Chromebooks and IPhones, fine, but I think we all know why it couldn't be more than that.