Did you hear about the hot new Windows Phones announced this week? No? That's understandable. This week's relentless Windows 8 drumbeat was momentarily interrupted by a Windows Phone whisper, before the nation's best-loved, least-used mobile OS disappeared once again into the background.
Windows Phone is a terrific mobile OS. I've been using a Windows Phone, the HTC 7 Mozart, as my primary phone for a week now, and it's simple like iOS, but with a bold graphic voice and a people-centricity that you don't get on iPhones. The next version, 7.5 "Mango," will be coming out soon with a range of phones from HTC, Samsung, and presumably Nokia.
Windows Phone got great scores in our Readers' Choice awards, outpacing both Android and iOS for gaming, texting, and email. But word of mouth doesn't seem to be spreading. Microsoft's mobile market share is actually still declining as Windows Mobile phones die and they aren't replaced by folks buying Windows Phones.
Windows Phone is failing because it isn't anybody's priority. This OS needs a hero.
Windows Phone, the Neglected Child
Windows Phone marketing fails at every stage. Consumers want to focus on a specific phone, not just software. But both carriers and manufacturers consider Windows Phone the spoiler to an Apple-Google dichotomy, and they focus most of their marketing dollars and energy on Android and Apple products. Microsoft, while it has advertised Windows Phone heavily, won't play favorites.
Windows Phone marketing fails at every stage. Consumers want to focus on a specific phone, not just software. But both carriers and manufacturers consider Windows Phone the spoiler to an Apple-Google dichotomy, and they focus most of their marketing dollars and energy on Android and Apple products. Microsoft, while it has advertised Windows Phone heavily, won't play favorites.
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