Nokia and Microsoft : What is their smart phone strategy? What's in it for mobile developers?

1. Nokia & Microsoft:
What’s in it for mobile developers
Naga Chokkanathan
November 2011
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

2. Nokia and Microsoft
• Broad Strategic Partnership to Build a New
Global Mobile Ecosystem
– Using their complementary strengths and expertise
– Microsoft is strong in software, developer tools,
office apps
– Nokia is strong in user experience, hardware &
distribution
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

3. Nokia Lumia
• First phone series developed under Nokia, Microsoft
partnership
– Lumia710 and Lumia800
• Features
– Always Social
– Super fast browsing (IE9 Mobile)
– Personalization
– MS Office
– Search / Maps (Strong “bing” integration)
• What is missing?
– Apps!
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

4. Where are the apps?
• Microsoft is trying to position this phone as an android
replacement
– No fragmentation : Tight control on hardware
– Hardware has all best features of iPhone / Android
– Operating system is equally good
– But is it enough to compete?
• Smart phone ecosystem has changed while Microsoft
was on a long vacation
– A phone is only as good as the apps I can run on it
– Users have seen that apps extend the power of the phone
and want more and more
• Biggest challenge for Nokia, Microsoft : How to match
all the great apps in iTunes Store / Android Market /
OVI Store etc.,?
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

5. Where are the apps? (Contd)
• Microsoft has built some great apps for this phone and
they will add more in the coming days
• But, they are not enough, a single company can’t build
all the apps
– You need a developer community
– Easy to use development tools
– Portability (from other apps)
– Easy to sell market environment
– Ability to sell for global users
– At least 70% share in the sale
• For the end users, wide range of apps to try / buy /
download / use, all from the phone
• Nokia, Microsoft have a long way to go on this
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

6. Can I Develop?
• Free developer tools
– Microsoft is not used to THIS ;)
– But they can’t charge for something that is given free
by Apple / Google / Blackberry
• Become an app hub member
– Documentation / Tutorials / Videos / Forums etc.,
• Submit / Sell Apps (Once approved)
– Windows Phone Market Place
• Microsoft Advertising Platform (Huge success
elsewhere)
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

7. Unlock Joy
• http://www.iunlockjoy.com/
– A special program for Windows Mobile Developers in India
• Register – Submit Apps – Walk away with goodies
(including a free mobile, if you develop enough apps)
• Extra bonus if you port apps in other markets to
Windows Mobile : Master stroke
– Interesting concept, need to see how effectively it is going to
work
– What about quality of apps? (This campaign may produce
huge number of apps, but will they be useful?)
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

8. Image Credits
• http://www.nokia.co.in/home/lumia
• http://www.iunlockjoy.com/
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information

9. Contact Information
Email : contact@crmit.com
Copyright of CRMIT-© 2011. All rights reserved.
This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may be
prepared, copied, published, and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this section are included on all such
copies and derivative works. However, this document itself may not be modified in any way, including by removing the copyright notice or references to CRMIT, without the
permission of the copyright owners. This document and the information contained herein is provided on an "AS IS" basis and CRMIT DISCLAIMS ALL WARRANTIES,
EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT INFRINGE ANY OWNERSHIP
RIGHTS OR ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.
Copyright of CRMIT-© 2011. All rights reserved. Confidential Information