This week at Mobile World Congress in Barcelona we have already seen some interesting developments for Windows and Windows Phone. First, we saw the announcement of the new Lumia 640 and Lumia 640XL, two mid-range devices that Microsoft will be launching globally, including here in the United States. On the same day we saw Microsoft discuss in great detail Universal apps and the architecture underneath those apps for all things running Windows 10. That latter point has garnered a lot of attention as it should. Microsoft is general and Windows Phone in particular has been a fragmented mess that the company has essentially rebooted three times now. They have to get it right with Windows 10 for Phones and universal apps will be a key part of that success. I’ve said as much in the past and continue to believe that is the case. I’ve encouraged developers to keep the faith as universal apps will make their lives and the lives of consumers easier in a Windows 10 world.
But universal apps in themselves will not save Windows Phone. If anyone reading this believe that is the case, I’m sorry, but you are misguided. They will play a big role, but they cannot be the only thing that changes if the platform on mobile is to survive. It will take a level of marketing that Microsoft has never done with Windows Phone, a commitment – with consequences – from carriers, and partnerships that may seem unholy but are necessary. The problems with Windows Phone go much deeper than Universal apps and lack of developers. It’s a fundamental perception problem.
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