Microsoft may develop its own branded smartphone

According to foreign media reports, with the upcoming Christmas shopping season, the battle in the U.S. smartphone market is becoming increasingly fierce. Analysts believe that Microsoft could introduce its own branded smartphone, such as a Zune phone, to remind the market of its presence.

The 3G version of Apple's iPhone, RIM's new BlackBerry, and Google's G1 are currently the most watched smartphones on the market. However, more smartphones on the market use Microsoft's Windows Mobile operating system. Unlike Apple and RIM, Microsoft currently only focuses on mobile operating systems, while the production and sales of phones are decided by partners. Google is currently adopting the same strategy.

Despite having a design team that has developed products like the Zune and Xbox, the company has consistently insisted it will not develop a phone. Scott Rockfeld, product manager of Microsoft's Windows Mobile Group, once stated that Microsoft has no plans to develop its own phone and is satisfied with the current situation.

However, in the mobile phone market, Microsoft is currently under immense pressure from Apple. Apple's iPhone sales this year could reach 10 to 12 million units, while the total shipments of Microsoft's partners will be 18 million units. Among Microsoft's partners are as many as 56 mobile phone manufacturers and about 100 operators.

Apple's App Store has also garnered significant attention over the past few months, including thousands of third-party iPhone applications. Microsoft spent years building its developer program, claiming that Windows Mobile phones in the U.S. can already use approximately 18,000 third-party software programs.

Analysts believe that Microsoft's best marketing plan in the short term is to reduce market focus on Apple and Google, and remind the market of Microsoft's existence. Currently, very few users would say, "Get me a Microsoft phone." Therefore, as Apple, RIM, and Google continue to grow, Microsoft needs to address this issue.

In the long term, Microsoft needs to better utilize the mobile companies it has acquired in the past, such as Danger, the software developer for the Sidekick phone, and launch more powerful service packages, such as free Hotmail push email. Microsoft may also introduce its own branded phone in the future, such as a Zune phone.

Source: Sohu IT