You need to know what's on the cutting-edge of technology. Find out what's coming and the unique Warptest POV with just one click on the "Blog" tile.

Windows Phone and the Game of Phones Gambit

Windows Phone and the Game of Phones Gambit

Windows Phone Had A Big Splash At BUILD 2015…

…As mentioned in my previous post, Microsoft blew the crowd at BUILD2105 away by announcing that the Universal App concept would include bringing iOS and Android apps aboard Windows Phone.

Many speculators on the subject had feared the worst that Microsoft would opt for a kludge solution: running an Android emulator or VM even to allow native Android apps to run on Windows Phone.

Instead Microsoft included iOS and Android apps by allowing Developers to recompile their code as Universal apps, on all Windows 10 devices.

Means, Motive and Opportunity…

How is Microsoft planning to do this?

Windows Phone as part of Universal Windows Platform

The Universal Windows Platform layout with thanks to Microsoft Blogs

Microsoft’s vision for Windows 10 across devices allows iOS and Android apps in through Project Astoria (Java/C++) and Project Islandwood (Objective C/C++); these are the Universal Windows Platform Bridge toolkits for reusing existing codes from these mobile platforms with small code changes.

Islandwood already has a signup for interested Developers and cites importing XCode into Visual Studio whilst Astoria mentions publishing and earning via the Windows Store.

This is a much more elegant solution than the other option but, where does it leave the existing, dedicated Windows Developers, especially those working with the Windows Phone SDK?

Whilst the graphic (top left) shows that development on Windows Platform of Universal apps (Windows 8, 10 and even classic 32 bit apps) persists one has to think about this strategy.

Windows Phone and Windows 8 suffered from certain big ticket apps either not investing in the platform or deciding not to maintain their Windows Phone versions. Microsoft would annually announce deals made to bring some of these apps onto Windows Phone but Smartphone platforms live or die based on app parity.

It is a hard sell for teens to adopt Windows Phone with apps like Snapchat who not only refuse to develop a Windows Phone app but actively and aggressively block 3rd party apps. That said, over the last months whilst several apps (e.g. some US Banks apps) were pulled from the Windows Store there had been some very interesting apps released. One example is the Marc Cuban funded Cyberdust a Snapchat killer that released supporting iOS, Android and Windows Phone. IMHO this was a startup getting it right and I know of several others who are moving to Windows Phone in fields like social video chat, livestreaming and others.

The truth is that the app parity situation is not as cut and dried as many would have us believe.

In addition, Microsoft have opted for three major strategies of late:

  1. The Microsoft Lumia phones released have been designed to target lower pricetags. There has been no talk of a high-end flagship Windows Phone of late. This seems to be a strategy designed to flood the market with a greater number of low end devices.
  2. Much of the unique value proposition of Windows Phone was in Cortana and Office on mobile. Office is already fully cross-platform and Cortana seems to be heading for Android if not iOS too.
  3. Microsoft has leveraged itself as a major app developer for iOS and Android, and not just Windows Phone; in some cases these are apps not yet developed for Windows Phone e.g. Office Delve and PowerBI Mobile.

You can compare for yourself: –

Microsoft apps on Windows Phone

Microsoft apps on Android

Microsoft apps on iOS

The picture is a confusing one and it leads one to wonder what Windows Phone developers took away from BUILD2015.

The Warptest POV

After speaking to several Windows Phone Developers there are those who feel disgruntled after their strong commitment to development in Windows Phone SDK. They don’t necessarily see the ROI of continuing to work with the SDK when they can just write Android or iOS apps and then recompile them as Universal Apps. In a nutshell they stuck with Microsoft through the challenging times of Windows 8 and now one of them told me he felt “thrown under the bus for the greater good…”

The truth is that Microsoft needs to keep the faith with its existing Developer community as much as it needs to entice users with apps that are on iOS and Android (and their developers) but the question is how?

The challenge is not just marketing to individual developers but StartUps and Enterprise companies with apps too. These apps won’t just need recompiling but maintaining after the fact.

Terry Myerson of Microsoft discusses some of the challenges here but it takes one of the biggest Windows Phone developers, Rudy Huyn on his blog to explain why Windows Phone Devs shouldn’t feel that the ground has shifted under them.

In a nutshell, Project Astoria and Islandwood are not seamless and many of the APIs used in iOS and Android will need serious effort to work on Windows Phone. This is only the beginning of the journey and if anything, Windows Phone Developers just became a much more valuable asset in getting this done and as Huyn states, Developers are no longer Windows Phone Devs.. they are Windows Devs.

Ultimately, In the Game of Phones who is winning and who is losing? Users will benefit and so will the Developers and the App creators: Startups, individuals or Enterprise will end up with Universal Apps across a complete ecosystem.

The one factor unmentioned is what Tim Cook and Larry Page feel about this development?

Especially the notoriously draconian Apple and Google who doesn’t miss a chance to continue feuding with Microsoft (more often than not) when it comes to mobile.

So between all this and the fact that Windows Continuum for Phones will require new hardware, we can expect more new apps and almost certainly new, high-end Windows Phones from Microsoft.

In the Game of Phones nothing ever rests and Microsoft may have just won the crown if they invest in their Dev Community building and evangelism even more. Now, it’s time to do the same for the consumers to show why Windows Phone is worthy of them.


No comments yet.