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Who can make Microsoft Windows Phone8

With the end of the third quarter, statistics from major statistical agencies on global smartphones have also been released. As expected in the industry, in the smartphone ecosystem, the advantages of Google Android and Apple iOS are still expanding, and the Microsoft WP, which is referred to as the third ecosystem in the industry, is still in a nearly negligible market share of 2.4%. Not even the BlackBerry that Bada and RIM are about to give up. With the release of Windows Phone 8, Microsoft once again launched a new round of impact on the smart phone field, and people once again focused on Microsoft's strategic partner Nokia. But given Nokia's performance in the smartphone market, I believe that Nokia will have a hard time fulfilling Microsoft's dream of mobile Internet (mainly smartphones) in the future.
The strategic cooperation between Microsoft and Nokia has come to this day, and the two sides look forward to almost disappearing from the original intention of the rise of the other side. In addition to the above-mentioned Microsoft WP's tepid, Nokia's performance is very bad. In the third quarter of the past, Nokia's smartphone market share fell for the first time in the world's top 5, of which the Lumia series of smartphones based on Microsoft's Windows Phone system shipped only 2 million units (some statistics were 2.9 million) However, compared with the 4 million in the second quarter, there is still a sharp decline. It is worth mentioning that the US market, which was known as the counterattack at the beginning of the year, sold only 300,000 lumia. What is even more worrying is that the Lumia series smartphone ASP (average price) has dropped from 220 euros in the first quarter of 2012 to 186 euros. This means that the Nokia Lumia series of smartphones are neither strong nor scored in the smartphone market. All of this was achieved on the basis of extensive marketing and promotion by Microsoft and Nokia before, which made the author doubt Lumia's brand awareness and market competitiveness. Never seen, with Samsung, HTC and other manufacturers relying on Microsoft's Windows Phone8 in the Microsoft camp, Nokia's situation is even more difficult.

For this, Nokia West Europe Vice President Connor

Piece has expressed optimism to the outside world: "The more participants in the Microsoft ecosystem, the better, because it means users will have more More choices; what we need to do is to ensure that we continue to drive Windows Phone ecosystem innovation on our different models of mobile phones, and enhance Microsoft's confidence that we will do our best to build Windows Phone 8 phones - this is us Vision goal. "However, from the situation of Nokia Lumia analyzed by the author in the past, I don't know where the confidence of Nokia, the vice president of Western Europe, came from? However, this is to remind the industry, perhaps the future is really not to Nokia but other manufacturers, and from the current strength of the smart phone market, this manufacturer will be generated between Samsung and HTC. But the author believes that Samsung is much more likely than HTC.

First of all, in terms of market share and revenue, Samsung has significantly surpassed HTC and is already ahead of Apple in market share. In contrast, HTC is in a market share, revenue and profit decline. For example, in the past 10 months, HTC's revenue was NT$17.2 billion (US$588 million), down 60% year-on-year. In terms of profit, in the past third quarter, net profit fell 79% year-on-year, market share. From 10.3% in the third quarter of last year to 4.0% in the same period of this year, shipments fell by 42.5% year-on-year. This pressure makes HTC less courageous and capital committed to another ecosystem.

Secondly, from the previous Samsung and HTC are in the Google Android camp, and HTC early lead, but the fact that Samsung was overtaken by at least proves that HTC lacks sustainable innovation and development capabilities in an ecosystem, and this Secondly, Microsoft Windows Phone 8, HTC also lacks the first-mover advantage in the Google Android camp.

Referring to HTC's decline in the Android camp, HTC Chairman Wang Xuehong blamed it on the neglect of marketing, and said that HTC's future focus is to strengthen marketing propaganda. Wang Xuehong's judgment is not unreasonable. Just as the author wrote an analysis of Samsung's successful experience in the smartphone market, especially in the Android ecosystem, Samsung's marketing played a very important role. But the question that comes with it is that HTC can compete with Samsung in terms of financial resources and creativity in marketing.

In addition to marketing, product innovation is a top priority. The author is not good at judging who is more innovative between Samsung and HTC. Perhaps only the market is the only standard for testing innovation. If this is the case, I am afraid that the author does not need to say anything more here. What needs to be added is that from the previous two patent cases with Apple, HTC and Apple reconciled and reached the patent cross-licensing for the next 10 years and Samsung insisted on patent litigation. With Apple sticking to the end, HTC is less than Samsung in assessing its own innovation strength and confidence. Need to add, it is said that after HTC and Apple reached a settlement, HTC will pay Apple a license fee of 6-8 US dollars for each mobile phone sold in 2013, and according to HTC's estimated shipment of 3000-35 million units next year. The license fee paid by HTC is about 1.8-280 million US dollars. This will inevitably increase HTC's profit pressure, but also prove from one side that HTC will still use Google's Android ecosystem as its main player for some time to come.

Review of Samsung, in addition to the above advantages compared to HTC, although it is also focused on Android in the future, but given its absolute leading position in the Android camp, it is based on another ecology The system, which is the foundation and demand for the development of Microsoft Windows Phone 8, is already in place. At the same time, Apple’s death in the patent lawsuit and Samsung has also added the necessity of two sets of ecosystem walks in Samsung’s subconscious. In fact, these factors have been proven by Samsung's previous release of the ATIV brand for the Microsoft Windows 8 ecosystem, that is, Samsung attaches great importance to its future development in the Microsoft ecosystem.

One thing that cannot be ignored is that there are nearly 50 million functional phones in Samsung's quarterly shipments, which makes Samsung continue to develop Android in the future, or to force Microsoft's Windows Phone 8 Ecosystems have considerable market conversion space.

In summary, the author believes that the hope of the rise of Microsoft Windows Phone 8 is likely to be Samsung, that is, to re-enact its advantage in the Android camp dominated, I wonder if Microsoft will have this view? However, from the Windows Phone 8 first choice Samsung, Microsoft's balance tilt seems to have changed.