MICROSOFT BOSS Satya Nadella has admitted that its already poxy share in the mobile phone market is "unsustainable".
In an interview with Buzzfeed, Nadella defended the platform which Gartner recently measured as having just 1.7 percent of the mobile market, putting it on a rough par in popularity with remaining users of Windows Vista.
While admitting that it was "unsustainable," he pointed out that the company is more focused on the software and services people are running, rather than what they are being run on.
Quoth Nadella: "I think we do ourselves a disservice if we measure our success by just looking at what’s the market share of HoloLens? What’s the market share of Xbox? What’s the market share of PCs? What’s the market share of our phones?
“If you think of this more like a graph, these [devices] are all nodes. Sometimes the user will use all of these devices, sometimes they’ll use only one or two of our devices and some other platforms. So be it. But we want to make sure that we are completing the experience across all of these devices.”
This harks back to a recent earnings call with angry former CEO Steve Ballmer who told Microsoft shareholders, of which he remains one of the largest, that the company needs to stop mucking about with trying to perfect Windows Phone and give customers what they want, namely Android apps.
Whether or not this admission is a first step on the road to a closer unity with Android remains to be seen, but with Windows Mobile 10 continually dogged by technical problems, and the Android aspect of the Universal Apps programme having been prematurely wound up owing to more technical problems, it does seem that Nadella is stuck between a large boulder and a rusty penknife, the only problem with the metaphor being that his decision could be mostly harmless or mostly armless.
We have observed for some time that Nadella has been keen to roll out his killer apps across rival platforms. At a recent demonstration in London he referred to an iPhone 6 with Microsoft's app suite as an "iPhone 6 Plus".
The tactic now is primarily based around what we've referred to as the 'John Hurt' approach, whereby Microsoft's apps invade your phone from the inside out, but it does make you wonder how much longer he will continue to pump money into the (ex-Nokia) Lumia phone line that has already lost the company billions. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home