Technology Journalist and Copywriter

Kate O'Flaherty

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By kateoflaherty, Nov 6 2012 10:45AM

Microsoft's newly-launched Windows Phone 8 might have a chance of gaining more share, but it is acres away from competing with Android just yet.


IDC figures show that in the third quarter of 2012, 3.6 million handsets were shipped running Microsoft's Windows Phone operating system (OS). This is a 140% increase on the same period last year but still way behind Android, which shipped a massive 136 million handsets during the same period.


Even so, IDC predicts Windows Phone could jump to third place in 2013, partly due to Blackberry OS' decline. The prediction only puts the Microsoft OS at 6.6%, compared with Android's current global share of 75%, but it seems Microsoft CEO Steve Ballmer has much bigger ideas.


According to IT Pro, Ballmer said at an event that he expects his newly-launched OS to become a big challenger in the market. This is partly due to the huge amounts of advertising that have been thrown at it and integration with the software giant's Windows 8 operating system.


The launch of Windows 8 last month saw Apple-like queues and to Microsoft's credit, it seems to be selling well. However, if Ballmer expects Windows Phone 8 to be just as successful, he is going to be disappointed.


Last week, Microsoft partner Nokia launched its Windows Phone 8 Lumia smartphones, after reporting an underlying loss for its third quarter in October. To date, phones running Windows Phone have been poor, with no 'killer' device to really raise the OS' profile. Its partnership with Nokia was largely a mistake for most parties, and HTC's Android smartphones hold far more appeal than their Windows Phone counterparts.


The figures speak for themselves. If Windows Phone is to mimic the success of Android it needs to be original, it needs to engage and encourage developers, it needs to be open.


Ballmer can throw marketing spend at the OS but what he really needs to do is inspire people. As Windows is often thought to be the standard for PCs, Android is closer to becoming that for smartphones. If Microsoft doesn't overhaul its attitude soon, its $1bn advertising spend could be a wasted investment.



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