Windows Phone OS to dominate B2B by mid-2015

Written by: Paul Withers
Windows Phone OS to dominate B2B by mid-2015

Microsoft to exploit expensive iOS plus security and experience issues with all rival systems

Microsoft says Windows Phone will become the most used mobile operating system in the B2B market within the next 12 months.

The ambitious target was revealed to Mobile News during an exclusive interview with Windows Phone UK director Leila Martine (pictured) following Microsoft’s Business Transformed Event in London this month.

According to Martine, who was quoting the most recent figures from Canalys, Nokia’s UK enterprise market share stands at 18 per cent. This is ahead of Samsung (17 per cent) but behind Apple iOS (35 per cent).

“Our ambition is to be number one in the business market and my ambition is to achieve that within the next year,” she said.

“We want to be taking share from across the board.”

Weaknesses

Martine said momentum is now with Windows Phone in B2B, having identified a number of weaknesses with its rivals – particularly concerning price, choice and security.

She claims decision makers in businesses are increasingly being put off by the high costs and limited choice of Apple (iPhone) handsets, whilst the experience and security issues on Android are causing customer concerns.

“When you think of Apple, how many CEOs and CIOs really want to pay for their employees to use an expensive premium device when they can choose from a full range of devices?

“With Android, Apple and BlackBerry, there are continued concerns about the fragmentation of the ecosystem, the segmentation of the experience and also the level of malware.”

Nokia, which partnered with Microsoft in 2011 before eventually being acquired for £3.8 billion this year, accounts for around 94 per cent of all Windows Phone handsets sold globally.

HTC (4.3 per cent), Samsung (1.2 per cent) and Huawei (0.8 per cent) make up the rest. Fifteen Lumia handsets have been released during this period with current prices ranging from £70 (Lumia 520) to £490 (Lumia 1520).

Consumer rise

In addition to B2B, Microsoft has set targets to double its Windows Phone market share in the consumer space to around 20 per cent during the same period.

Windows saw its UK share increase tenfold in 2013 thanks almost exclusively to Nokia’s Lumia range, particularly the low-end Lumia 520.

According to analyst firm Kantar Worldpanel ComTech, Windows peaked in January with an 11.5 per cent share, but has dipped to around 9.5 per cent in recent months.

Martine blamed the fall on the wait for its Windows 8.1 OS update that debuted on the entry-level Lumia 630 (£100), which went on sale at the end of May. Without revealing figures, she added the firm will continue to advertise heavily to build up the brand in the UK to ensure its momentum continues.

“The industry is hyper-competitive, the growth is slowing down and that is putting a lot of pressure on manufacturers.

“The fact that we were the fastest growing OS last year gives us a really good platform to build on our momentum.”

2 Responses to “Windows Phone OS to dominate B2B by mid-2015”

  1. Frameworker says:

    Well, B2B relationships need to be enforced by such development tools (find a way to give printing ability on an networking printer) and by less complex company app hubs.
    Thanks

    • Hash says:

      Frameworker, kindly clarify what you mean by “printing ability” sounds like a good idea, and I am interested.

      Thanks.

Trackbacks/Pingbacks


Leave a Reply

To advertise on this site, call 0203 122 0872

Recent Comments

I have 2000 shares in Dixons. What will end up with after the merger....
I purchased a cell phone from Sprint and had several problems with service. next time I'll go direct to Orange, and it's cheaper!...
As a BT Mobile customer all progress such as this is good. but until BT Mobile can control / cap data spend the project in our view is still born....
Ask Samsung about their recruit policies regarding ethnic minorities. Equal opportunities employer? joke...
WHEN IS MOTO G 4G RELEASNG IN INDIA...
Coverage is still the biggest issue with 4G. I live in a city an I'm still waiting... none of the networks have enabled 4G here yet! So until they do there is no point in upgrading my 3.5 year ol...
By this time next year windows phone. Will surely number 2 OS and by 2016 it will surely overtake Android....
Who do you suggest? Travellers pay huge amounts a year to use the rail network - which ultimately results in huge amounts of tax. Seems only fair that some of that goes back in to providing a bet...
Orange charge 12p per text message on PAYG in UK but EU say they have to charge 5p in EU??? So when did the UK leave the EU??...
why should government (us) fund this!?...

Social Media Feed