What will it take to make Windows Phone a success?

Microsoft made a splash in New York City yesterday with a giant Windows Phone in Herald Square.

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The idea I guess was to show how each “Live tile” is a window into a feature of the device, with a special emphasis on “people” – the way Windows Phone aggregates Facebook, Twitter, LinkedIn, Windows Live and more into a single feed and tile.

This is the kind of stunt you get when a huge corporation with a lot of money to spend is trying to muscle its way into a market.

Is it enough? It does feel as if Microsoft has managed the re-launch of Windows Phone better than its first effort around a year ago – the first devices went on sale in October 2010. The operating system has been tweaked, the new devices are more imaginative, and partner support seems better. I actually saw some window displays for Windows Phone in my local small town though they were gone a few days later.

It still feels as if Microsoft is fighting an uphill battle. There is not much wrong with the phones now, but what is the killer feature that will sell it alongside Android and iPhone? Personally I like the SharePoint integration, but Microsoft is still primarily going after consumers rather than business users.

There is also the matter of the tiles. They work well, but look at the photo above: are they beautiful? Not really; and it is unfortunate in some ways that all the Windows Phones look like this.

That said, I enjoyed my few minutes with an HTC Titan; it has an exceptionally large display and a great camera but does not feel too bulky, and I can see it doing well if the marketing is right. Nokia’s Lumia 800 looks good too.

Microsoft came late into this market though, persevering with its old Windows Mobile for too long, and it is not going to be easy to catch up.

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