Snapchat, you know who they are, right?
What the hell Snapchat? GSMArena threw the world of Windows Phone all a tizzy this morning with the announcement that in a dramatic reversal, Snapchat are working closely with Microsoft to build an app for Windows Phone. To be fair, by the end of the post GSMArena mention in passing these are the unconfirmed comments of a member of Lumia Support in Spain.
Their CEO, Evan Spiegel has been notorious in his disdain for the platform in the past, and became the object of dislike amongst Windows Phone users for blocking 3rd party apps. Snapchat had cited security concerns as the reason for the ban, after their user database of 4.6 million users was hacked at the start of 2014. Many felt this was a convenient excuse and wondered why, when so many companies were capable of releasing secure APIs allowing 3rd party development, Snapchat couldn’t.
Recently Snapchat have released an API that seems limited to their earth-shaking foray into the world of advertising. Why the possible reversal on Windows Phone now?
Satya Hit Snooze On Windows Phone…
Windows Phone has allegedly died more times than Kenny in South Park or Tom Cruise in Edge of Tomorrow combined. Still the platform has clearly evolved from Windows Phone, the Lumia handsets (and OEMs) to Windows 10 Mobile. With Microsoft’s shift in focus to the OS and Universal Apps one might think they are all but out of the handset business.
With the rumors of the Surface or Panay phone coming, Microsoft are hard pressed to choose between marketing the absolutely fabulous Lumia 950 / 950XL. Especially as these may be the last of the Lumia brand. The Surface phone is expected to be a radical reimagining of Microsoft’s mobile hardware strategy, combining incredible design, the evolution of features like Continuum, Hello & Cortana. Most important the Surface Phone is expected to be a PC in your pocket. A handset capable of running 32 (possibly 64) bit applications.
With the announcement of advances in Universal Apps and a 32 Bit Desktop to Universal App converter tool at BUILD 2016, we saw how this strategy ties together.
The Warptest POV
No one is expecting the arrival of Snapchat alone on Windows 10 Mobile to suddenly cause drastic changes in market share. However, since apps like WhatsApp, Vine, Facebook (Beta), Facebook Messenger and many more are going full force into Windows 10 and Windows 10 Mobile with Universal Apps (WhatsApp is not Universal) perhaps, Snapchat woke up and smelt the coffee.
The market share being fought over here (or ignored until now) are the 300 million+ and growing, Windows 10 devices of all types.
Snapchat is huge, Hillel Fuld has told us this, Gary Vaynerchuk has told us this. So is it too weird or fantastical to speculate that Satya might want to buy Snapchat and this is how Windows 10 Mobile is getting Snapchat?
After all, Microsoft just bought LinkedIn and that blew our minds.
For similar reasons, to gain access to the customer database and then to resolve some of the issues Snapchat still has like user search, limited API, analytics (where the <redacted> are the analytics?) doesn’t it suddenly make some weird kind of sense? Microsoft could do all this… Still this is just speculation.
So do you think we’ll see a Universal Snapchat app?