Since people had a choice, and “say thank you for at least something” turned into “we will give you the best”, Microsoft has lost a lot. Today we will make an attempt to look under the living tile and beautiful animation and focus on what really matters when choosing a platform for a smartphone. There is no need to go far to arrange mobile operating systems by status and determine who is on horseback, who is freezing, and who is with one foot in the grave. The Gartner data show that Android and iOS are now held in high esteem, while Symbian and Bada are in the same place as the notorious Microsoft. Why?
Microsoft introduced Windows Phone 7 almost three years ago, and it became a fresh breath in the world of smartphones, which resulted in a damp grid of programs displayed on the display. But as is usually the case, beauty has remained only outside: even despite the millions of dollars spent on advertising, and one big-name brand that will promote your mobile operating system in an exclusive manner.
You can lyrically describe Windows Phone as a platform, the main disadvantage of which is a weak ecosystem, but every day a malignant tumor grows: Google . Or rather, its absence. The fate of this company in the Windows Phone system and ecosystem does not manifest itself in any way, and what is most sad is that it will not manifest itself until the ecosystem shows itself. Google will not invest where it does not see the benefits, no matter how fluffy companies may seem.
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Did you have experience with Windows Phone 7 or Windows Phone 8 in the recent past? I had. I spent a lot of time with the Lumia 900 , and also with the recently introduced Lumia 920 . Having traded my iPhone 4S and Galaxy Nexus for a brave new world, I tried to live in the Windows Phone universe. It usually takes about three days before I can conclude. This time it also happened, only the conclusions were made clearly not pleasant.
The first disappointment was the Gmail program for Windows Phone. Very few Gmail features work in full force, and the program itself is very poorly implemented. You may note that not everyone needs Gmail, and you will be absolutely right. But about half a billion people use this particular mail, and this is such a huge audience, and most importantly potential users, that it would be foolish not to take into account their opinion.
I would even suggest that most, and maybe all potential users who try Windows Phone, will definitely try Gmail.
However, this goes beyond the capabilities of Microsoft. Apple has its own cards that have become a disgrace to key Gmail users. But why am I using an iPhone? Because there is an alternative within the system.
You see, Google has surpassed itself by creating an ingenious Gmail application for iOS, and I can’t put a curse on my soul to say that it is many times better than what Android has. At the same time, iOS has all sorts of add-ons like Sparrow, Mailbox, Evomail and an infinite number of applications that complement the experience with Gmail. And where is the same enthusiasm for Windows Phone application developers? I can count at least four working Gmail features on the iPhone right now, and Windows Phone doesn’t have one, and Google is absolutely not interested in changing this.
Put in googol
Let's imagine for a second that we don't have email. But you probably know what YouTube is. They say that the service is for watching videos. They say popular. And the YouTube app is not on Windows Phone. After three years on the market, not all. Yes, you have Google Docs and Google Drive. Both of these services are phenomenally successful, and in the case of Docs, it negates the need for Office. This is in the Windows Phone box.
Further more. The Google Chrome browser dominates the market in numerical terms, and for good reason - it is a fast, good and stable browser that is easily synchronized between devices. Windows Phone, of course, was an exception. To save time, I’ll list the remaining services in your Google pocket: Translate, Voice, Earth, Calendar and Currents. About Wallet and Latitude, I still keep silence.
Ask yourself a serious question, as I asked myself: how seriously can you take a mobile platform that does not support any of the above? Alternatives from third-party developers exist, but let's not fool ourselves - they are terrible. Application design does not continue with software quality stuffing. There is a feeling that all Marketplace developers specialize in fakes. I can not imagine that Microsoft was proud of its work.
IPhone Factor
You say, "How can you cite the example of the iPhone when Google’s products are locked in the ecosystem." Fair question. But look at the root: Google doesn’t just let loose on iPhone users - it plays by Apple’s rules and creates products that are incredible on the iPhone. Every major Google product - like some smaller ones - works for the good of its sworn enemy. Of course, here Google’s intentions are far from clear. And it's not that Google loves Apple. Google simply wants to provide a unique and excellent experience on any platform that will bring the company profit and success, but the end user who chooses the iPhone will benefit from it.
You can enjoy the distilled software of the two largest mobile platforms in the world in one device, with almost no exceptions. And if you still doubt the power of Google integration, let's go back to 2007.
When Apple introduced the original iPhone, it owned 0% of the mobile market. App Store did not exist. The whole essence of the mobile ecosystem is not fully formed in the minds of ordinary people - and even, probably, the creators of iOS. And although almost all aspects of the iPhone changed in five years of evolution to iOS 5, one cornerstone remained intact - Google Maps.
This nuance is easy to overlook as a matter of course. From the very first day, the default Maps application for iOS just worked. And getting better. Quietly and imperceptibly, Google’s platform added weight to the iPhone’s treasury. It got to the point that people began to get from point A to point B, without even thinking about the dotted line and other trifles.
And now, the time has come for iOS 6. It is possible to recount cases when something connected with the iPhone led to a negative reaction: a scandal with antennas (antennagate), a drop in prices for the original iPhone, a hacked iPhone 3G syndrome , as well as mass outages after launching 3G. Well, yes, and Maps.
It took not so much time for the whole world to rebel against Apple’s own maps on iOS 6. Everyone protested: starting with local stores and ending with the transfer of news on the TV channel. Google suddenly became the number one competitor, and Scott Forstall was fired for not wanting to sign an apology letter from Apple executives. The unsuspecting mortals had a natural question: "Why did Apple remove the cards and who should I pay to return them?"
The significance of Google has become ridiculously obvious. The success of the iPhone was the products of Google, and even the most boring users can not agree that the iPhone, as we know it today, would hardly be good without a handful of Google dust. Seven hours after the launch of the Maps application in the App Store, it became the first among free applications. And it broke the previous record - YouTube, which was the most downloaded application in 2012, which Apple itself admitted.
It would be hard to use the iPhone if the only application from Google in the iOS universe was a search line. Yes, this is a hint of Windows Phone. The iPhone is still sold in millions, but it would have been sold a million less if Google hadn’t released its iOS apps.
Hopes
Most of the outgoing year, I cherished hopes that the concept of Windows Phone 8 will be revised and will no longer be a hump for Microsoft in the smartphone market. Dreams were lurking in the depths of my mind that Google would continue to stick in its olive branch here and there, as it does with Apple. But after the words of Clay Bavor, product director at Google Apps, it all collapsed:
“We have no plans to create applications for Windows. We are very careful in our investments and follow the users. But they are neither on Windows Phone, nor on Windows 8. If the situation changes, of course, we will join. ”
Knife in the heart. Most people will never understand that Windows Phone will not exceed the line where Google can afford to invest. This is a chicken and egg problem. Google does not want to spend power on Windows Phone until this system justifies itself, but can Windows Phone grow as long as Google can and will want to invest money and power? Even the iPhone did not start alone - from the first day Google invested in the revolution.
For the same reason, Microsoft is struggling to add Office to iOS and bite off a tidbit. It is hard to believe that any operating system for a mobile phone in the modern world can start up just like that without a jolt from Google. Honestly, there is hope that the BlackBerry 10 will return RIM to the market - at least they have it. Microsoft will also fight for users who are committed to Apple and Google, and it will take oh how much luck to do this with Hotmail and Skype.
The last word will remain for Microsoft: Ballmer, prove that I am wrong. All would benefit from it.
Source: engadget.com
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