Editors note: With the launch of the iPhone 4S today we thought it appropriate to share some insights on the mobile phone industry. This post is by Evening UST MBA student Vitaly Demin, a strategy consultant at Eames Management Group.
“The total is much greater than the sum of the parts”
In October 2010 Microsoft released its new generation mobile operating system called Windows Phone. They were just another player in the game after Apple iPhone with iOS and Google Android but they decided not to come up with a different strategy for launching their product (I don’t see much sense in keeping Blackberry in the equation at this point).
iPhone and iOS is a unique combination of superior hardware and the most advanced mobile operating system that comes from one company. Apple managed to conquer the world with this device. Android being a multi-hardware platform operating system is a different case. Google did a great job in becoming the world’s most popular mobile operating system by getting into the race at the right time and making the system free.
So where does Microsoft fit in with their Windows Phone?