I think it’s pretty clear by now that Microsoft is betting big on Android going forward, and without a doubt, this really is something which the world’s number one software company merely has to do.
The Your Phone app for Windows 10, Microsoft Launcher, the top Duo, all of these reveal that Microsoft sees the Android ecosystem like a key focus for its long-term mobile strategy.
And this more or less is sensible. Without Windows 10 Mobile, Microsoft will no longer have its very own mobile operating system, so focusing on the woking platform where all users are is pretty much your best option.
Strangely enough, this method is exactly what led to the demise of Windows 10 Mobile itself, as both users and developers abandoned the woking platform and switched to some platform with a bigger userbase.
Going back to Microsoft’s investments in the world of Android, the Surface Duo is living proof the company is prepared to advance one stage further. It’s moving from software to hardware, and also the Surface Duo perfectly aligns using the means of the Surface brand.
It’s not a traditional product, only one that’s designed to result in the creation of a new category of devices, albeit right now, this category more or less exists already. However, the top Duo remains Microsoft’s first big bet on Android hardware, and certainly, the organization shouldn’t stop here, whether this primary experiment works or otherwise.
But there’s something else that Microsoft needs for its Android hardware offensive: a traditional phone that would keep users area of the Microsoft ecosystem from one end to another.
Shortly after killing off Windows 10 Mobile, Microsoft started investing aggressively in Android apps, with Outlook, Microsoft Launcher, Microsoft Edge, and Office quickly becoming some of the top downloads in the Google Play Store. Making its services available everywhere was part of Microsoft’s strategy to remain relevant within the mobile world even with no operating-system of their own.
Microsoft wants (and needs) Android users to run its apps on its own device.
And since the mobile business is about Android and iOS right now, this is a clever approach. But now that Microsoft is ready to go for Android hardware, it’s pretty clear that the company doesn’t want this game to become nearly apps. It wants users to run its apps by itself device.
The top Duo itself is an awesome project, but it’s very clear it’s not built for everyone. It’s not really targeted at consumers. It’s just built for a niche inside a niche that mostly comes down to a select number of enterprise customers where productivity is the only thing that’s important.
So what Microsoft needs is an Android phone for everyone. Not only for enterprises but for consumers too. Microsoft needs a Google Pixel of their own, a phone that wouldn’t necessarily be designed to compete from the plethora of Android devices out there, but which may be specifically aimed at Microsoft users, no matter if they’re consumers or enterprises, paying for Office 365 or using free websites.
Microsoft requires a traditional Android smartphone that excels as far hardware goes and offers the perfect experience in terms of apps and services provided by the software giant. And Microsoft has the full arsenal to create this happen.
Leaving aside the resources that might be necessary for things like research and development, design, yet others, everything seems to be ready for such a project. Microsoft Launcher can power the same thing, Edge would take care of browsing, Outlook can be the default email client, Office will come pre-loaded too. There’s a complete lineup of apps and services prepared to power an Android smartphone that would be available for everybody, not just enterprises.
The Surface Duo is an innovative product, there’s no doubt about that, but Microsoft needs a tiny bit more than that. And subsequently stop ought to be a conventional smartphone aimed at each and every user who desires the entire Microsoft experience past the Windows world.