Android and iPhone can co-exist happily, but Windows Phone 8 has no real place in the smartphone market. UPDATE: we've published a story with the best reader comments from this piece - see: '3 reasons Windows Phone 8 will succeed'.
It's not that Windows Phone 8 handsets are bad - just that they are not a lot better than Android, or a lot cheaper than iPhone
Don't get me wrong: I'm not saying that Windows Phones are bad devices. We've reviewed the few that are available in the UK right now, and smartphones such as the Nokia Lumia 820 and HTC Windows Phone 8X are solid four-star products. If you buy one, you won't be disappointed. But Microsoft has a problem with Windows Phone, and it's not only the lack of apps and handsets.
It seems unlikely to me that more than two platforms can thrive in the consumer mobile world. Right now Android, iOS and BlackBerry (remember them?) have the market sewn up, top to bottom, with BlackBerry feeling the pain. Android handsets shift in great volume, Apple is the premium player, and BlackBerry's future if it has one is rooted in business use. Even with the huge cash reserves with which Microsoft can play, and the billion or so Windows users in the world, it seems unlikely that Windows Phone 8 can squeeze its way in to any significant level.
For one thing, it's not that good. Those who use it tend to love it more than the average Android user, but WP8 isn't so much better than Android or iOS that it would make people want to swap. It's quite restrictive, and the lack of apps is a problem. The much vaunted cross-platform compatibility with Windows 8 is more imagined than real, and the only genuine advantage to Windows Phone 8 is Kids Corner - expect to see similar features in other mobile OSes very soon indeed. (It is a great feature.)
Android has volume because it is open software any hardware manufacturer can use. This, of course, means the quality of hardware and software varies wildly. But in its mature state Android allows manufacturers such as Samsung and LG to make phones such as the Samsung Galaxy S3 and Nexus 4 that are genuine competitors to the iPhone. Android also offers phone makers the potential to make cheap handsets that offer an entry level to the smartphone market for people who would never pony up for an iPhone.
At the other end of the spectrum Apple is both hardware and software maker. This means limited choice for the purchaser, but a guaranteed great, premium experience. To an extent, then, Android and iOS complement each other. They offer a modicum of choice, and a range of price points. App makers know that Android has more users and is an easier platform to which to gain access, but iPhone users spend a lot more cash. So it makes sense for most to go iPhone first, and then port to Android. Either way, virtually all significant app makers are on both platforms. Persuading them, and users, to move to Windows Phone seems like a choice too far.
Windows Phone 8 has the worst of all worlds. It's locked into Microsoft's world, with very strict hardware specs that mean little choice for users and handset makers. It's very difficult for hardware makers to differentiate their products: trust me - a Windows Phone 8 phone is a Windows Phone 8 phone. The quality varies only in style, storage capacity and camera quality. It's the negative aspects of iPhone, without all the positives.
And with hardware not made nor supported by Microsoft, and a distinct lack of users, Windows Phone 8 is less of a premium option for consumers, which in turn saddles it with a rubbish app store. See also: the negative aspects of Android. (If WP8 ever gets sufficient volume, it's my guess that it will be targeted by hackers, too - but that's another story.)
I hate to be negative about Windows Phone 8. I like Windows 8 Pro, and I'm excited about the possibilities for tablets and hybrids running Windows 8. I'm strangely compelled by the idea of a Windows life comprising PC, laptop, tablet, phone and TV (via the Xbox). But it is very difficult to cram in to the popular consciousness another mobile platform - ask HP. WebOS *was* better than Android, by a long chalk. But lack of hardware support meant it never had enough users to attract enough app makers to in turn generate more users. It died.
Microsoft will stick with Windows Phone for much longer than HP did with the Palm OS, of course. It can financially afford to for one thing, and it can't afford not to from a PR perspective. And I suspect that the rump of hardcore Windows Phone users will expand a little. But I don't see it ever becoming a truly major player because, well, what's the point of Windows Phone 8?
Comments
Dude said: Whats the point of iOS and Android
Matt Egan said: I dont entirely understand what you are saying there but it does appear to be completely different to your previous comment in which you suggested that I was somehow beholden to Android and iOS because of their popularity For the record I have Android iOS BlackBerry and Windows Phones Its my job to use and understand all fo them And if you read the piece above - and I mean read it - you will see that I am not suggesting for a second that Windows Phone 8 is in any way unsatisfactory or poor but that it will struggle to find a space in the modern smartphone market Its not bad its just not different or great enough The difference between that and other reviewers opinions is it is my opinion
Herman Van Der Blom said: The difference between your and other reviewers Opinion is just way to big if you compare that to users Satisfaction May be there is room for a OS that gives a higher user satisfaction as ios and android can give Its just a view how you want to look at it you choose the negative way to look at it Why are users so Satisfied with Windows Phone can be an Article dive in and find out One thing is sure you dont own a Windows Phone and have never have used a Windows Phone for some time I must admit some Article writers form other sites did and then you get more balanced Articles
Herman Van Der Blom said: Nicolas G Carr wrote something about that But the XBOX did already proof you can be wrong If a software company is willing to invest a long time in a platform that can pay off even its beyond your shortHorizon I think the idea of Microsoft of the flywheel that takes an big amount of force to get in motion but when its spinning there is no way of stopping it Its all a matter of Momentum
Herman Van Der Blom said: Your Article reminds me of Highlander There will only be one We will see the playfield after some years The Lumia 520 is a sell-out everywhere
Herman Van Der Blom said: We have a self declared specialist too in Holland More of the same like you he thinks his mouse is a remote control of a television FYI Windows Phone if a perfect fit in a Mobile World and is designed like a Mobile OS should work Users start to recognize that You just write like you always do and follow the market without thinking and everything will be fine - I dont think reviewers like you are allowed to expose unbiased Opinions to the world but use Statistics like 70 Android 25 Apple lt5 Windows clicks So before you write your Article your Article is popularized for those platforms
Paul said: Windows Phone 8 was launched 29th oct 2012 so you havent had one for a year but i have had one since launch and it is a solid os with quality virus free apps its a great experience on windows phone 8 most of the popular apps are available and more are releasing day by day watch this space
Michael Craft said: What are you 8 years oldI have a Nokia 920 and a Samsung focus I use WP8 for work instead of my android company phone Found android cumbersome slow unless I do a hard reset every2 to 3 weeks and stale WP8 combined with W8 PRO tablet works flawless together and will soon have all the features which Android platform haseventually WP will surpass Android and IOsyou see what Android has now over WP will not always be and Android has always been a system hog from day onewhich do you think will fare better an OS which requires high end components to run the same functions as an OS who can run all the same functions with lower end hardware Androids platform is flawed and they will either have to start from scratch or continue with thief mistakes and eventually run out of excuses for why they cant keep up with WPLMAO
Hero said: Thats just a dream And it wont happen any time soon
Hero said: I bet you bought a Windows Phone and so you are feeling bad now Windows Phone sucks big time Accept the fact
Hero said: Windows Phone sucks big time if you really want to use it as a Smartphone Its not Smart AT ALL Its a DumbphoneThere are more and more hurdles in using common features on a Windows Phone than even iOS and android has been way much open to users providing lesser and lesser hurdles in common usage of the phoneFor me iOS is great with little gliches here and thereAndroid is great with lacking smoothnessWindows Phone is just garbage supported by fine hardware by the mobile phone manufacturers which makes the phones specifications in par with other smartphones availableFYI i used all these OS for atleast an year as a primary phone for me
Andrew said: In my opinionthe WP platforms can easly surpass Apples iOS if the developers spend more time into itand based on todays reviews and salesthis is going to happen soonAnd think bout one more thingWP devices compete on two marketsSmatphones and Video Game ConsolesWindows supporting it on both of themWP8 games are simply way cooler than those on iOSAndroidNowthe only thing with android is the fact thatthrough piracyyou can get every application for freewithout losing your warrantylike in iOSand that is a very big plus for cheap teens
Laurence Woodhams said: I found this article interesting as it concerned the commercial rather than the technical aspects of Windows Phone 8 something I am studying at the moment My view is that in the short term Matt Egans hypothesis will be true I know of a company that staked their reputation on the windows mobile platform and only when investor money was running out did they switch to developing for iOS and Android they are now doing well This is the commercial reality today However in the long term 2 to 5 years is long in technology terms then I think Windows Phone will regain market share I fully expect a 3 way split much as Mozilla Chrome and Internet Explorer had in the PC browser market in early 2012 I think that corporate IT will support Windows Phone and this will be at the expense of Blackberry I think Surface the Windows 8 tablet uptake and Windows 8 Desktops will engender familiarisation of the UI I think Microsoft and other developers will deliver more interoperability cloud services and other features that can only be exploited by using Windows on your Desktop Tablet Phone and TV The lesson that Microsoft must learn is price point Apple allowed Android into the smartphone market because they tried to hold onto a higher price point Ipad 2 is 329 today in the UK and an MS Surface RT is 399 for what many will consider to be a comparable product Microsoft will struggle to win market share in the desktop tablet or smartphone markets at a higher price point because at each level the products have become commoditised For example HTC One Samsung S4 and iPhone 5 have similar prices for similar specs In conclusion Microsoft can be successful with the Windows Phone but only if they work very hard at keeping functionality and performance high and keep a lid on prices Even then it will take some time
MissRed said: In the end what will decide WPs faith is user ratings And those are actually pretty high The more users the higher the possibilities also on the app front which is imho the main thing keeping people away from WP8 right nowalso lets keep in mind not everybody is an app fanatic As a WP8 user myself Im actually deeply impressed by what theyve delivered here Youve got to give new players time to gain a really strong foothold in the market Atm people arent sure yet what to expect from WP its just not known enough But I do believe that cheaper smartphones w a lot of power - as they are currently delivering - may just turn out to be big game changers in the end because Im not sure Android can compete w that seen as it would never run nearly as smooth on platforms like that of L620
Andresgarcia20 said: Lol whats the point of any phone reallyif it lacks a good app store it is because the developers are blind and dont see the opportunity of it becoming something else THEY can be the competitors to iPhone and Android and really what do you have to loose The windows phone to me are still the rookies in this horse race but boy oh boy are they catching up and it is honestly a matter of time More and more people are leaving IPhone and Android for windows phones believe it or not I got my first smart phone this year and I went for the Nokia Lumia 810 and I like it more every day Anyways to each his own but you cant deny that windows phones will only get better from here on out
Englischdude said: using the toyota car example how many americans would have thought 20 years ago that the asians would get such a grip on the usa car marketim tired of android tired of the apple price politic im game for a shot at windows 8
Arnav Kohli said: The main problem with windows 8 phones is the lack of applications in its app storeThe main thing which attracts the users is the app storeButi guess microsoft is working hard to fix this alsoi give a thumbs up to windows 8 phones The concept is very good and i think some more creativity would make it a good choice Y
Kuro Kitsune said: eh open source isnt its demise the use of Java is its demise
Matt Egan said: Interesting Thanks
Mangat Bhardwaj said: People send me emails in a number of languages using different Asian fonts No Android mobile phone displays any of these fonst only rows of horrible-looking rectangles On Windows 8 mobile phones Ireadthe emailsThis is just bone reason among others why I love Windows 8 phones Since I already use Windows 8 on my PCthe system looks familiar on the phone