Microsoft may be struggling to close the huge lead Apple and Google have built up in the mobile OS market, but the company has admitted its current strategy is the only one it has.
That strategy is based around pushing separate OSes for smartphones (Windows Phone 8) and tablets (Windows RT/8) – a different approach to iOS and Android, which cover both device types.
The reasoning behind Microsoft's strategy is simple: it's trying to make its historic strength on PCs overlap as much as possible onto the tablet market – something CFO Peter Klein talked about openly at the Goldman Sachs tech conference in San Francisco this week.
“We're very focused on continuing the success we have with PCs and taking that to tablets and phones,” he commented.
The question is whether this strategy is helping or hindering Microsoft's efforts to become more of a force in the world of mobile. The answer, however, is largely academic, as Microsoft says it doesn't really have a Plan B should the strategy fail.
“It's less 'Plan B' than how you execute on the current plan,” Klein argued. “We aim to evolve this generation of Windows to make sure we have the right set of experiences at the right price points for all customers.
“It's probably more nuanced than just you lower prices or raise prices. It's less a Plan B and more, how do you tweak your plan, how do you bring these things to market to make sure you have the right offerings at the right price points?”
So that surely means an expansion on the Surface tablet range, or at least Windows RT's screen size support, to encompass the smaller 7in form factor that's grown so popular in the past half-year or so.
Er, maybe. Klein's response was that Microsoft was “well set-up to deliver the most versatile set of experiences across form factors”. Yeah, thanks for that.
Via PC Pro