Microsoft doesn’t offer a plausible proposition to the mobile world

by Steve Blum • , , ,

The’s more to mobility than moving around the conference room.

This week’s coming out party for Windows 10 confirmed Microsoft’s slow shift from a shrink wrapped products company to a service provider.

The company will not execute that strategy quickly enough or effectively. To be a universal platform for desktop and mobile computing means mobile telecoms carriers and manufacturers will have to make a major shift away Android and adopt the Windows operating system and all the cloud services that surround it.

It’s true that there’s grumbling about Android. Samsung continues to develop the open source Tizen operating system and is introducing it into product categories that are still in the early adopter stage and lack a market consensus on standards – smart TVs are a good example. But that discontent is driven by Google’s role in managing the open source Android platform, and not particularly by defects in the system.

If smart phone manufacturers or carriers are queasy about Google’s arm’s length control of Android, do you honestly believe they’re going to rush into Microsoft’s embrace? Even if Windows was the ultimate mobile operating system – and it’s not by a long shot – it’s still a closed, proprietary system owned and developed by a company with a poor record of playing well with others.

One of the (relative) innovations announced on Wednesday was a plan to provide Windows as a service – manage the operating system on user devices in real time, at least to the extent of pushing out updates. There’s no reason it would stop there, though. The concept works great for a vertically integrated company like Apple, but would be a nightmare for third party manufacturers.

Tying a world of cloud services to the OS is even more problematic. The pitch to carriers and manufacturers becomes: hey, if you put Windows on your phones, you won’t have to worry about the hassle of selling all those pesky add on services and upgrades. Right.

One stop shopping for computing services might appeal to the corporate and institutional IT managers with whom Microsoft already has a relationship. The Samsungs and T-Mobiles of the world won’t be interested.