Windows mobile can't break Android, iOS stronghold: IDC

Technology research firms Gartner and International Data Corporation (IDC) have predicted a bleak future for Windows-based mobile phones saying its limited association with device manufacturers and lack of low cost model would curb its market share in smartphones segment, where Android and iOS are dominating the market.

"Despite all the effort Microsoft has put into the launch of Windows 10, IDC does not expect Microsoft's share of the smartphone OS market to grow much over the coming years. IDC is forecasting a year-over-year decline of 10.2 per cent in 2015, followed by further decline in 2016, IDC, said, "The weak results can largely be attributed to the lack of OEM (original equipment manufacturer) partner support."

Even as Microsoft has plans to come up with cheap phones, the technology giant would not be able to shake up the large presence of Android, which runs roughly on more than 80 per cent smartphones globally, the research firm said. Microsoft recently had said its Windows 10 operating system would run on all devices such as PCs, mobile phones and tablets. It has come up with rich features such as facial recognition, seamless integration with PC, high-quality camera, a personal assistance software named Cortana much like Apple's Siri. It has also been priced in the range of high-end smartphones.

Still, analysts are not impressed by its latest features saying iOS still has more appeal in this segment.

"We expect the Windows smartphone market share will continue to be a small portion of the overall smartphone OS market, as consumers remain attracted by competing ecosystems. Microsoft smartphones will mainly focus on driving value for enterprise users," Roberta Cozza, research director at Gartner had said last month.

In its India launch of Lumia 950 devices, Microsoft marketing director for mobile devices Raghuvesh Sarup had said these devices were primarily aimed at bankers, doctors, lawyers and senior executives who require phone security as well as the need to carry a computer with them all the time.

The company has also plans to include Windows 10 in low-cost devices by partnering with companies such as Acer, TCL and chipmaker Intel. The research agencies said despite the company's effort, lack of apps created for Windows along with ultra-low cost device players who prefer Android, the platform may not shake up the presence that Google's mobile platform has.

According to data compiled by IDC for July-September quarter, in the smartphone operating system (OS) market, Apple's iOS continued to see strong performance and grew 21 per cent, above market average. Android gained 1.4 percentage points in share year-on-year (y-o-y) while Windows smartphone market share dropped from three per cent to 1.7 per cent y-o-y.