Microsoft Now Working On Surface Phone To Revive Fortunes
Microsoft just can’t get the breakthrough it is looking for in the phone market. The recently announced Lumia 950 and the Lumia 950XL haven’t entirely succeeded in arousing the curiosity of the phone buying junta. So Microsoft now hopes to revive its fortunes with a Surface phone.
We have heard about the Surface phone for quite some time. But now there is a confirmation. Recently during a podcast with Mary Jo Foley, Microsoft CMO Chris Capossela confirmed that the company was working on a “breakthrough” phone that would be spiritually closer to the Surface line of products instead of Lumia.
The planned Surface phone would probably run a clean version of the Windows 10 Mobile, will have more sharper looks, possibly with metal body, and will probably offer something unique to buyers just the way Surface devices do for the tablet buyers.
Recently, Microsoft launched Lumia 950 and the Lumia 950XL in India. The devices, launched with much hope earlier, haven’t been received too well because of perceived bugs in the software and lack of polish compared to the iPhone and the top Android phones.Although these are high end phones, they also seem to lack the design chops to stand apart in the crowded market.
After buying Nokia and trying to bolster Windows Phone for years, Microsoft, earlier this year decided to go slow on the smartphones. It said that it would cut down the number of phones it has in the portfolio and instead would focus on the key price points.
“We are moving from a strategy to grow a standalone phone business to a strategy to grow and create a vibrant Windows ecosystem including our first party device family,” Microsoft CEO Satya Nadella had said in July.
“In the near term, we’ll run a more effective and focused phone portfolio while retaining capability for long term reinvention in mobility.”
Unlike the smartphone market, where Microsoft has struggled, it has done somewhat better in the tablet market with its Surface devices. While Surface tablets haven’t set the sales chart on fire, they have offered something unique and different to consumers with their full PC like capabilities.
The keyboard and multitasking capabilities that Microsoft first offered in its Surface tablets has been sort of copied this year by Apple with its iPad Pro tablet.