In the mobile market, especially in the smartphone segment is currently under discussion, or a greater impact on the industry will have in the coming months, Prime Minister's presentation of the next iPhone or Windows Phone 8 and the introduction of handsets with this system. The issue already discussed Apple's smartphone, so it's time for a closer look at Microsoft's new mobile platform. Corporation of Redmond at the end of his dopnie and become a real threat to this sector for Android and iOS? We invite you to read.

Logo: Windows Phone


Windows Phone 7 not up to the challenge

Some of you probably remember the atmosphere that accompanied the implementation of the OS Windows Phone 7 Microsoft has completed the Windows Mobile project and decided to create a mobile platform, virtually from scratch (later turned out that the reason for this decision was the launch of the iPhone). Bubble associated with the implementation of WP7 was pumped as a matter of most of the year 2010 (from Mobile World Congress 2010 to autumn of that year). She had to appear again on the mobile market quality, freshness and, above all, another option for customers (not widely known that the temple's head does not hurt). In retrospect it may seem that at that time the situation in the mobile and did not look so bad if one takes into account the competition of mobile OS. Today it is practically show two actors. I remember when I reported on the following thresholds, which exceeded the Windows Phone Marketplace and the numbers of models sold with this system. While the fall of 2010 may still seem that the system fairly quickly, "surprise", it at the end of the year there were doubts about it. The situation was quickly decided to save information about the marriage of smart phones from Nokia and the (then still a respected leader in the mobile industry) manufacturer of windows on the board. Sevens are not saved, however, neither Nokia nor updates (Nodo, Mango and Tango). At about the same refresh WP7 could write at least a few longer texts (and put on paper / screen a lot of harsh words). The cooperation with Nokia and we covered a lot many of you are probably aware of the fact that both companies have pumped into a series of Lumia lot of money, which for now does not have asked (and in case this model of WP 7 will never ask for it). Thus, after two years we were at the starting point. To some extent, from Microsoft's point of view, the situation is even worse than in mid-2010, because at that time a lot of interest in the mobile market still had the Windows Mobile platform. Today, they fell to a minimum and together with the Windows Phone form margin in the sector. Corporation of Redmond, however, does not lose self-confidence (not left them with nothing else) and still convinces us that this market will fall prey to them. This time, the key to success is to be Windows Phone platform 8th Is Microsoft learning from their mistakes and have already realized what was missing WP7?

Changes, changes and changes again

Microsoft gave us a platform for Windows Phone 8 for almost two months ago. June was a hot time, because the new products presented soy giants in the IT sector. The world's attention focused on the Apple and Google, so Microsoft could not be worse. Corporation of Redmond surprised all his tablet Surface and started to build interest around their flagship products: Platforms Windows 8 and Windows Phone 8. Presentation of the last OS took a rather interesting form – since we are dealing with "eight", the company showed us eight major changes that distinguishes this system from the not entirely successful (although many people will use stronger words) predecessor. What was on the list?

Microsoft Surface / Fig. Manufacturer

First of all, built on the hardware. Probably will not be an exaggeration if I type that, for most users this is an issue that causes the greatest excitement. We are now at the stage of an arms race in the mobile and the producers are "throwing" on the deck of their smartphones more and more displays, multi-core processors, the weight of additional modules and battery with a capacity … that does not change for a long time (but that is a topic for another story). Microsoft has long said that it does not intend to participate in this race and that the performance of the hardware can be raised a good software. To a large extent they are right, but first, you can not do this indefinitely, and second, from a marketing point of view it is the proverbial shot in the foot. At the end of the world's largest software maker had to accept the challenge of competition. Otherwise would have been far behind. What changed? WP8 smartphones will be able to handle multi-core processors. This module will continue to be manufactured by Qualcomm, and emphasis on a dual platform (there are rumors, however, according to the smartphone from HTC will showcase quad). Added to this are the new resolution. In addition to the current WVGA (800×480 pixels), will also appear WXGA (1280×768 pixels) and HD (1280×720 pixels). It is worth mentioning that the applications available so far in the Microsoft store will work in these resolutions without having to upgrade. Extremely important is also the possibility of equipping new facilities in microSD card slot. Many people have complained previously to the lack of this option, sometimes much more difficult to transfer data. In this case, you could say better late than never. Since we are in the areas of hardware, you need to write a NFC module and related new features. As of today, NFC does not play such a role (especially in our country), which wieszczono this technology a few years ago. In the coming quarters, but this may change, and all thanks to just another iPhone and Windows Phone eighth The issue of NFC does not end with the exchange of data between or among smartphone smartphones and other devices. This technology can be used very sensibly, and the example is the applica-Wallet.

NFC technology can seriously change your life / Fig. mipan, Fotolia

The mobile wallet is not limited only to contactless payments. This is a complex system that can replace the receipts, tickets, or discount cards. This technology is useful to us in the store, cinema, library, public transportation, or during the concert. The best part, because Microsoft is to integrate this technology with the SIM card. On one hand, it complicates the process of implementing the new solution, but on the other hand, provides greater security. Another issue is the browser. Users of smartphones with Windows Phone will see the Internet Explorer 10. Compared with the predecessor swap is intended to be much faster and much safer. Noteworthy is the fact that much of it will resemble the version specifically designed for desktops. This brings us to the next interest: Windows Phone 8 and Windows 8 will use the same kernel (that is the same kernel, networking options, multimedia, and drivers). Will have an easier task developers because for both platforms, you can create applications in C and C + +. The integration of this type is not only a huge afterburner for Windows Phone, but the next step to build a strong ecosystem. And yet it is one of the most important objectives of Microsoft. A powerful and safe ecosystem will certainly be welcomed by business customers. And here lies another advantage of the new platform from Microsoft. An important role will be played in this case, both applications (eg Office), and hubs, which will benefit the company. This gives corporations the Redmond major competitive advantage and makes it quite an attractive product. This further increase the attractiveness of maps and navigation application step-by-step (also works in offline mode). This will not be Nokia's only asset, but the reservation system for the entire mobile OS. Interestingly, the processes of navigation will be able to work in the background (this is due to changes in the multi-tasking). At the end of the matter, which may not be critical, but for a long time arouses strong emotions – refers to the start screen. This has been refreshed, I ended up complaining to people who do not like the tiles known from WP7. Added a new type of tile (1/4 standard size) and the user with a gift certificate to decide the size of each tile. Along with several other bonuses are guaranteed (at least in theory) the free adjusting the screen to the needs of the owner smartphone. These changes greatly improve the comfort of the device and facilitate its use. For many people, is a key factor. Here ends the added features and technologies from Microsoft? Well, no. There are a lot more, but now it is worth mentioning the most important. First of all, the ability to transfer files via Bluetooth. Like a small thing, and certainly put a smile in many a reader. Further issues include greater integration with the cloud (in building a robust ecosystem it is even necessary), integration with Skype (since you already spent billions of fat on him, you might want to use the asset,), improved camera functions, as well as updates over the air (this means that to update the smartphone will not be necessary to connect it to your computer).

Cloud gradually becomes the basis of this business, not just a curiosity / Fig. mipan, Fotolia

Microsoft also assured that the software updates for specific devices with WP8 will be available for at least 18 months after product launch. It introduces a calm and confident that after buying a smartphone does not suddenly grabbed the hardware, which can no longer be refreshed. Platform Windows Phone 8 will be available in 50 languages. It all sounds just great and you can write that Microsoft finally did everything as it should. It's not quite true …

Instead of waiting for Windows Phone 8 on Windows Phone 7.8

Frustrated by the Redmond corporate strategy will certainly be the owners of smartphones with Windows Phone 7.5. The reference is especially for users of such models as the Nokia 800 and Lumia Lumia 900th These devices will not someday be updated to WP8 and will have to make version 7.8. What is it? For now, hard to tell because the implementation of this platform will probably post-marketing system, WP 8th But today you can look for leaks in this matter. Initially, of course, eliminate any hardware changes (I am writing this for those less versed in the topic.) 7.8 The WP will probably start a new screen (this is already confirmed information) as well as refresh applications related to navigation, camera, and maps. Rather not count on options such as integrated Skype, OTA, or IE 10th Generally, a case can be summarize as follows: WP 8 is the integration of multi-functional, and WP 7.8 can guarantee at least some of these functions, but in external applications. The unraveling of this puzzle, however, we will have to wait some time – perhaps Microsoft itself does not yet know how to end this matter.

Lumia Nokia 900 also will not get WP 8 / Fig. Manufacturer

system is a very important issue, but equally important is the hardware on which it will work. One problem with WP 7 was that the platform has not received solid support from the manufacturers of smartphones. This time is apparently different. Customers will receive a reportedly wide choice – both in terms of the number of manufacturers and price ranges. Which companies will enter the game with Microsoft?

Who will compete for the market?

For some time now refers primarily to corporations, Nokia, Samsung, HTC and Huawei. With time, there were also reports of ZTE handsets and Acer. It is summarized as reports and rumors that have emerged in the industry, and on this issue. One due to start from Nokia, because it is probably the Finnish company will present at the beginning of September the first smartphones with Windows Phone 8 (must mention here about reports about Phi devices and Lumia X). This can occur even during Nokia World 2012 event (5-6 September). Those rumors turned up the fact that Nokia has announced in Helsinki, something unusual at this time. Nokia as anyone else is now needed is a success and spectacular success (and by the way fast). If the Finnish company does not encourage customers to their smartphone handsets in the first wave of WP8 is to complicate the matter seriously. Speculation on this topic but let's put aside for now. Immediately after the presentation of Nokia's smartphones in the market may appear HTC headphones work with Windows Phone. And as many as three models: Rio, Accord, and Zenith. The first gadget is to be equipped with such at Qualcomm MSM8227 chip dual-core processor clocked at 1 GHz (with the graphics chip blockers 305), a 512 MB memory and 4-inch display with a resolution of 800×480 pixels. 5 megapixel camera lets you record movies in 720 p Smartphone Accord reportedly received 4.3-inch Super LCD with a resolution of 1280×720 pixels, MSM8260A chip (two cores clocked at 1.5 GHz), 1 GB of memory and a camera with 8 megapixels recording movies in Full HD and NFC module. Flagship model is to be Zenith, which should look forward to 4.7-inch Super LCD display (1280×720 pixels), the camera 8 megapixels and a … quad-core processors. This information is quite strange in the face of Microsoft's assurances that the arms race will not be, and this year he is placed emphasis on dual-core processors. HTC got from the Redmond corporation consent to such changes, whether we are dealing with Samowolka? If HTC decides to such a move, even without the consent of Microsoft, will they explain the fact that the company did not fare too well lately and getting it quickly loses its mobile market share (due to both its own impotence, as well as increasing pressure from Samsung's site). The introduction of the smartphone market with WP8, which differ from the competitive proposal is therefore quite tempting. On the other hand, provoking Microsoft could end up badly for HTC. Crouching tiger among smartphone manufacturers with WP8 may be mentioned a moment ago Samsung. While Nokia and HTC already then drive the spring and trying to engage people with your hardware (more or less controlled way), that Samsung gives the impression of an observer of the market. There was obviously a leak on the equipment of the corporation, which is to cooperate with WP8, but the topic has not yet played in an appropriate way. This will probably change as we head towards launch smartphones Nokia and HTC, but I do wonder a little silence that enveloped the models of the Odyssey and Marco (because they probably bring that manufacturer in the world of Windows Phone 8). After what the Korean company showed in the case of Android (the domination of the market), you may be wondering if he will give competitors a chance to develop, whether it can proceed to the great offensive, which probably exclude from the market a few companies …? The race will become a Chinese company. ZTE said to present his model of Microsoft's mobile platform next year, but before you can expect Huawei Ascend with the OS. Both manufacturers are counting on the fact that it will present a very good side and hits the market a reliable and efficient equipment at an attractive price. The giants of the Middle Kingdom floated the plans for a few good quarters, but so far little of this show. That is why more and more skeptical about the eventual triumph of those producers in the face of market leaders. At least not in the highly developed countries and not in terms of profits.

This time it should go well

We already know more or less what we see in a couple of (probably) weeks, and which companies will show us the equipment to WP8. current question remains whether Microsoft's mobile system in the end succeed? On the one hand it must be said that he had already hit be Windows Phone 7, but instead grow its market share, but it is still a niche platform. Hence we can conclude that users are simply not interested in Microsoft's mobile OS. The problem is also approaching with great strides to present iPhone 5, which will focus the attention of the entire sector, and the equipment will attract crowds of customers. More and more pressure on the competition also has Android. In some regions, this platform has completely dominated the market. And nothing indicates that in the near future this will change. But perhaps this should be looked for opportunities for Microsoft? And this is just the other side of the coin. This sounds perverse, but you should keep in mind that Google last year bought Motorola. Slowly we forget both the transaction and about the same producer, but he vanished into thin air. Still exists and is not yet known what will be its future. If the Corporation of Mountain View has decided to create a closed ecosystem, manufacturers of smart phones will face a major challenge. And then they useful alternative. I mentioned the Google ecosystem, and yet today are more interested in the Microsoft. There remains a question whether the Redmond corporation chooses to create their own smartphone (as was the case this tablet). Microsoft Surface Phone would be a very interesting solution (especially from a marketing point of view), and could seriously increase the popularity of Microsoft's mobile OS, but it would also be the result of friction on the line of Microsoft's other manufacturers (already it is the case this tablet). If sufficient market share to Microsoft at Apple, it would be a tempting option. But if the Redmond corporation aims rather the result of Android and wants to dethrone the green robot, it will need the support of several manufacturers of mobile devices. The latter should depend on the success of WP8 and in this talk about the opportunities this platform. Each manufacturer has a different reason to support this project, but everything depends on one thing – that the system of "surprised" and became popular. Let's hope this is what happens, because the more competition in the sector as clients will use. Sources: GSMManiaK, Bloomberg, WSJ, Mobile-review, Astera