Thu Jan, 2012 by Derek Mehraban
Despite the poor market share of Microsoft smartphones, some believe they are poised to make a large strike into the field. There are a couple of advantages Microsoft has going for it. The main benefit is the large share of business products Microsoft already controls. The theory is that Microsoft will be able to make a smartphone that more seamlessly integrates within the business ecosystem. If so, then it is definitely an advantage that neither Android nor iOS can tap into.
Another advantage for the Microsoft phone is the software. The reports about Windows Phone 7 Mango are very favorable. Windows Phone 8 is slated to release soon. It is supposed to integrate easily with productivity software, a serious lacking for Android and iPhones, and its basic interface is simple compared to the other competitors. As smartphones become smarter a growing concern is security and this is seen as another area where the Windows Phone holds an advantage. Microsoft has no shortage of security experience and these skills will transfer over to the smartphone market as it becomes needed.
The digital agency can afford to neglect Windows Phones in the current market. If the predictions are correct, then attention to the Windows Phone will become necessary. This attention is more than making sure mobile ad servers are serving to the devices, but that the ads make sense with the different user interface and configurations of the Windows Phone. The Windows Phone will also be integrated to Bing products instead of Google, so a focus on Bing Maps, for example, will need to become standard business practice for a digital advertiser.