On Thursday, Microsoft revealed that its latest Lumia phone will be arriving on November 11 with this image of the phone in its sleek, orange case. The subtle teaser is the fourth announcement from the brand this week.
Windows Phone has steadily performed behind Android and Apple phones on the market. This past quarter, Microsoft reportedly shipped 8 million phones in comparison to Android and Apple's 249.6 million and 35.2 million, respectively (Blackberry pulled up the rear with 1.9 million, wah wah). Percentage-wise, those numbers mean that Windows phone sales comprised only 2.7% while Android dominated with 85%.
Microsoft's release is an effort to stake a claim in the market that is seemingly dominated by Android with a rebranding strategy that drops Nokia's logo from their devices (although, oddly, they chose to release the teaser image on their Nokia Conversations blog). Says CNET's Rich Trenholm:
The logo switch is part of Microsoft's effort to more fully take control over its new smartphone business. The Lumia line plays an important role as an ambassador of sorts for the company's Windows Phone platform. Even before Microsoft acquired Nokia's mobile devices unit for $7.2 billion in April, the Lumia smartphone line was often used to tout the latest version of Windows Phone.
All of Microsoft's announcements this week come as a strategic effort to launch Microsoft's name into the forefront of buyers' minds. Although the phones boast a beautiful camera and unique, innovative display with Live Tiles, Windows phones haven't quite been able to catch fire as of yet, with the exception of emerging markets. That, combined with its low number of apps (250,000 against Android's 1.3 million) in addition to its focus on Microsoft products rather than joining forces with other brands has kept sales limited.
When considering Microsoft's partnership with DropBox, development of RemoteIE, and introduction of free Office Suite on all mobile platforms, it's safe to assume that Microsoft wants a piece of the cross-device market, in which brand loyalty has increasingly been replaced by early adoption of the latest and greatest. Here's hoping Lumia's weight delivers the impact Microsoft desires.