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Windows Phone 7: Microsoft's Smartphone Challenge Report 2010
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| Inhalt der Studie: |
Microsoft is poised to launch its much awaited Mobile OS "Windows Phone 7" during the holiday season of 2010. The company has started over with a rigorous effort to re-invent itself as a consumer-driv.....
Microsoft is poised to launch its much awaited Mobile OS "Windows Phone 7" during the holiday season of 2010. The company has started over with a rigorous effort to re-invent itself as a consumer-driven mobile OS and application provider. Amidst these developments, Visiongain brings the latest exclusive report focusing on the re-emergence of Microsoft as a key player in the smartphone market in 2011 and beyond. The report offers an opportunity to our readers to gain insight into all the latest developments and strategies that are shaping Microsoft as it plans to regain its market share in the smartphone market amidst increasing competition. Readers will discover how Microsoft's game plan of focusing on the software and services powering the three screens (TV, mobile phones, PC) and cloud (internet) can provide them the competitive advantage over Apple and Google. The report goes a step further and offers a comparison between Nokia and Microsoft's falling market share and how the two companies can derive synergies using each other's ecosystem. The report draws similarities and differences in the approaches followed by Nokia and Microsoft as they try to revive their market position. The comparison is of strategic importance as both companies have the resources and capabilities to succeed, however are not able to derive competitive advantage through internal strengths. Nokia and Microsoft can however plan to work in close alliance or form partnerships to get competitive advantage. The report then examines whether the company's significant R&D investments in Windows Phone 7 will pay off commercially, starting in 2011. We believe that Microsoft must not be considered as a weak competitor or a partner to work with, as it tries to reinvent itself with an enhanced portfolio, marketing and product innovations in 2010. In 2009, when most companies cut back their research budgets, it spent as much as $9.5 billion on new products, up from $8.1 billion the year before. It is thus vital for vendors, network operators, OEMs, ODMs and other players in the wireless value chain to understand the strategies of Microsoft, and plan accordingly. Since 2008, Microsoft's profitability in wireless has taken a downward turn due to poor planning. A year ago, Microsoft had a 10.2% share in the mobile OS market. According to our estimates, as of June 2010, Microsoft commands a 6.2% share in the handset market. The recent launch of Kin and its ultimate debacle has further casted a shadow on Microsoft's future in wireless. In 2011, Microsoft plans to gain solid ground over its competitors both in terms of design and profitability. The strategy of product innovation is being combined with value discipline of customer intimacy to challenge competitors. We believe that the success of Windows Phone 7 is critical and will either make or break Microsoft's ambition in mobile OS market. Provided Windows Phone 7 is successful, Microsoft will have a solid base to implement emergent and planned strategies to improve on its market share beyond 2011. In order to revive its market position, Microsoft needs to capture value across the entire handset ecosystem and the most important building block in this tenet is the device platform. Visiongain believes that Microsoft needs a successful mobile OS platform which it can use as a foundation for all its future applications and services. Visiongain believes that Microsoft can regain its market position only if it capitalises on opportunities and mitigates threats in its way. With huge growth expected in the smartphone segment both in saturated and emerging markets; Microsoft must position itself favourably by leveraging on its core competencies. Microsoft cannot stop at this juncture. They have to focus on making their mobile platform and other mobile software solutions the best in the market and should aggressively drive that into the mobile phone market. Visiongain believes Microsoft will have a 12% market share for its Windows Phone 7 by 2015. Increase your understanding of this exciting market by ordering this brand new exclusive report today. Report Highlights Companies Listed Acer Adobe AOL Apple Aspect Software Asustek AT&T BenQ Broadcom Chunghwa Telecom Cingular Wireless Coca-Cola Danger Dell Deutsche Telekom AG EA Mobile ExxonMobil Fujitsu Gameloft Greystripe Handango HP HTC Huawei IBM InMobi Jumptap LG LiMo Millennial Media MobiHand Micro Focus International Microsoft Mitsubishi Mojiva Motorola NEC Ngmoco Nokia Nokia Siemens NTT DoCoMo O2 Orange Orange, UK Palm PetroChina PocketGear Qualcomm Reliance RIM Samsung SFR Sharp SingTel SK Telecom Sony Sony Ericsson Sprint Sun Microsystems Symbian Telecom Italia Telefónica Telstra T-mobile, USA Toshiba Verizon Verizon Wireless Vodafone Yahoo ZTE [Studien Infos ausblenden] |
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E.1: Microsoft is struggling to sustain its position in the Mobile OS Market E.2: Microsoft realises that Mobile Space is different from PC Industry E.3: Microsoft's Future (beyond 2015) depends on its Success in Mobile Industry E.4: Strategies that can bring Success for Microsoft E.5: Conclusion 1.1 Microsoft's Product Portfolio 1.2 Microsoft's Business Divisions 1.3 2010 Fact Sheet 1.4 Microsoft's Foray in the Mobile Domain 1.5 Microsoft's History in Mobiles 1.6 Issues Facing Microsoft in Mobile Industry 1.6.1 Faltering Roadmap 1.6.2 Competitors Succeed where Microsoft Fails 1.6.3 Dwindling Customer Confidence 1.6.4 Microsoft Fails to react as the Handset Industry moves from Horizontal to Vertical Integration 1.7 Aim of the Report 1.8 Structure of the report 1.9 Research Methodology 2.1 Variables Affecting Microsoft 2.1.1 Smartphone Demand 2.1.1.1 Saturated and Emerging Markets 2.1.2 Increasing Competition 2.1.3 Data Service Adoption Rate 2.1.4 Number of Application Developers working on the OS 2.1.4.1 Attracting the Best Developers 2.2 External Environment Analysis 2.3 Five Forces Analysis 2.4 Industry Trends that can Offer Growth Opportunities to Microsoft 2.4.1 Application Store 2.4.2 The Market Followers 2.4.2.1 App Store Market Forecasts 2.4.2.2 Microsoft's positioning in App store 2.4.3 Popular Applications where Microsoft can capitalise on its Brand Image 2.4.3.1 Enterprise Applications 2.4.3.2 Mobile email 2.4.3.3 Location-based Services 2.4.3.4 Gaming 2.4.3.4.1 Trends in Gaming 2.4.3.4.2 Microsoft's Strategy in Gaming 2.4.3.4.3 Gaining Competitive Advantage in Gaming 2.4.3.4.4 Gaming Market Statistics 2.4.4 Mobile Advertising 2.4.4.1 Google's Position in Advertising 2.4.4.2 Apple's Position in Advertising 2.4.4.3 Operators' Positioning on Advertising 2.4.4.4 Microsoft's Position in Advertising 2.4.5 Mobile Content and Discovery 2.4.5.1 Microsoft's Strategy in Search 3.1 Microsoft's Mobile OS Portfolio 3.1.1 Windows Mobile 6.5 3.1.2 Enterprise Handheld Devices 3.1.3 Windows Phone 7 3.1.3.1 Windows Phone 7 UI 3.1.4 Windows 7 for slates: Will it Work? 3.1.5 Kin 3.1.6 OS Summary 3.2 ActiveSync 3.3 Mobile Applications and Services 3.4 Cloud Computing Services for Mobiles 3.4.1 My Phone 3.4.2 Windows Marketplace 3.4.3 Live Services for Mobiles 3.4.4 Live Search 3.5 Microsoft's Strategies 3.5.1 Three Screens and a Cloud Strategy 3.5.2 Microsoft's Business Model 3.5.3 SaaS Business Model 3.6 Microsoft's Core Competency 3.7 Microsoft's Market Position 3.7.1 Smartphone Market Share 3.7.2 Enterprise Handheld Market Share 3.7.3 Ruggedized Device Market Share 3.7.4 Tablets Market Share 3.7.5 Advertising-supported revenue 3.8 Microsoft's Geographical Markets 3.9 Financial Performance in Mobiles 3.9.1 Online Services Business 3.10 R&D Spend 3.11 Summary 4.1 Microsoft's OS Competitors 4.1.1 Apple 4.1.2 Symbian 4.1.2.1 Symbian's Platform Strategy 4.1.3 Linux based OSs 4.1.3.1 MeeGo 4.1.3.2 LiMo 4.1.3.3 Lack of App Availability for LiMo 4.1.4 RIM's BlackBerry OS 4.1.5 WebOS 4.1.6 Bada from Samsung Electronics 4.1.7 Google Android 4.2 Microsoft's Application and Services Competitors 4.3 Summary of Key Competitors 4.4 Partnerships 4.4.1 OEM Partnerships 4.4.1.1 LG 4.4.1.2 HTC 4.4.1.2.1 Is Partnership with HTC losing its charm? 4.4.1.3 Sharp 4.2.1.4 Samsung 4.4.1.5 ASUS 4.5 Operator Partnership 4.5.1 Verizon Wireless 4.5.2 AT&T 4.5.3 Orange 5.1 Market Statistics 5.2 Business Model Overview 5.2.1 Horizontal Business Model 5.2.2 Vertical Business Model 5.2.3 Microsoft and Nokia Struggle with their Business Models 5.3 Nokia: Company Analysis 5.3.1 Nokia's Emergent Strategies 5.4 Challenges Facing Microsoft and Nokia in Mobile Industry 5.4.1 Innovation Pace 5.4.2 Shifting Customer Loyalties 5.4.3 Changing Industry Environment 5.5 The Nokia's Smartphone Challenge 5.6 Success Strategies for Microsoft and Nokia 5.6.1 Opportunities to Grow 5.7 Strength and Weakness Comparison between Microsoft and Nokia 5.7.1 Can Microsoft and Nokia Benefit from a Closer Alliance, Partnership or a Merger? 6.1 Options in Front of Microsoft 6.1.1 Embracing the Vertical Structure? 6.1.1.1 Scenario 1: Dooms Day 6.1.1.2 Scenario 2: New Frontiers 6.1.2 Success Strategies 6.1.2.1 Ensuring that Windows Phone 7 is Fault Free 6.1.2.2 Ensuring that Windows Phone 7 has a strong ecosystem 6.1.2.3 Focusing on Cloud 6.1.2.4 Capture value across the handset Ecosystem 6.2 Microsoft's Future in Mobile 6.2.1 Market Share of Windows Phone 7 in 2015 6.2.2 Market Share Statistics in Enterprise Handset Market (2015) 6.2.3 Expected Market Share in Slates (2015) 6.2.4 Microsoft's Mobile Gaming Revenues by 2015 6.2.5 Microsoft's Position in Search by 2015 6.3 Conclusion [Inhaltsverzeichnis ausblenden] |
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Table 1: Microsoft's Portfolio Table 2: Microsoft's Business Divisions Table 3: Microsoft's Fact Sheet Table 4: Microsoft's Mobile Industry Growth History Table 5: List of Wireless Industry Variables Table 6: OEM's Issues with Microsoft Table 7: PEST Analysis Table 8: App Store Comparison Table 9: App Store Statistics Table 10: Reasons for Popularity of Mobile Gaming Table 11: Mobile Gaming Trends Table 12: Microsoft's Mobile Gaming Features Table 13: US mobile ad spend 2009 Table 14: Mobile Advertising Statistics Table 15: Microsoft's Mobile OS Portfolio Table 16: Windows 6.5 Features Table 17: Windows 7 Features Table 18: Microsoft's Cloud Services Table 19: Comparison between Mobile Devices Table 20: Microsoft's Entertainment and Device Divisions Earnings Table 21: Microsoft's OSB Business Earnings Table 22: Symbian OEMs Table 23: MeeGo Features Table 24: Key Mobile OS Statistics Table 25: Nokia Vs Microsoft Table 26: Challenges Facing Nokia and Microsoft Table 27: Microsoft/Nokia's Strengths and weaknesses Table 28: SWOT Analysis Table 29: Pro's/Con's of Introducing Windows Phone 7 in 2010 Figure 1: Report Framework Figure 2: Causal Loop Diagram Figure 3: Macro Environment Figure 4: Five Forces Analysis Figure 5: Product Portfolio Figure 6: Microsoft's Windows Phone 7 Figure 7: Microsoft's Strategy Analysis Figure 8: Industry Attractiveness Figure 9: Product Line/Price Comparison Chart 1: Smartphone Shipment by Operating Systems and Geographical region (2009) Chart 2: Smartphone Growth (2009-2015) Chart 3: Smartphone Sales (2009-2015) Chart 4: Average number of downloaded apps Chart 5: Average paid and free applications downloaded by Operating system type Chart 6: Application Price Chart 7: App Store Users Chart 8: App Store Revenues Chart 9: Most popular app categories (selected app stores) Chart 10: Most popular app categories Chart 11: Mobile Gaming Revenues Chart 12: Google's Revenue Source Chart 13: Mobile OS Market Share (Q1 2010) Chart 14: R&D spend as % of total Revenues Chart 15: Microsoft's Smartphone (Windows Phone 7) Market Share in 2015 Chart 16: Microsoft's Enterprise Handset Market Share in 2015 Appendix A - About Visiongain Appendix B - Customer Feedback Form [Tabellenverzeichnis ausblenden] |
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