Windows Phone is still going nowhere fast OPINIONS

Windows Phone diehards can deny it all they want, but the
numbers don’t lie: The past year has been one of stagnation
for their favorite platform. Following a report from IDC that
showed Windows Phone shipments had actually declined year-
, we have another report from Kantar Worldpanel that shows
Windows Phone’s growth for the past year has been largely
stagnant at best.
FROM EARLIER: 3 ideas for rescuing Windows Phone
As you can see in Kantar’s chart below, while Windows Phone
did make some progress in some markets, the overall trend is
that it’s been going absolutely nowhere for the past 12
Basically, you have declines in France and Germany that have
almost completely offset gains in the U.K., Italy and Spain to
give Windows Phone a year-over-year market share growth
rate of just 0.9 percentage points over the last 12 months.
That’s not terrible in and of itself, but you can also see that
Windows Phone’s share has been shrinking in China, Mexico
and Australia while remaining virtually unchanged in the United
States. In other words, Windows Phone seems completely
stuck in place.
The most predictable gripe from Windows Phone fans at this
point is to say, “But look at Apple! Its market share is declining
compared to Android too!” While that’s certainly true, it’s also
the case that the smartphones that Apple does sell are vastly
more profitable for the company than whatever Microsoft
makes from Windows Phone sales.
Most estimates peg Apple’s share of the mobile industry’s total
smartphone profits at somewhere north of 60%, despite the
fact that it sells far fewer devices per year than all combined
Android vendors. Microsoft would be thrilled to have its current
smartphone market share if the phones it sold were even half
as profitable as Apple’s are. But because they aren’t, it needs
to do more to improve market share.
Again, this isn’t to say that Microsoft should scrap Windows
Phone. But clearly its strategy for growth over the past year
has been a failure. Something needs to change.

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