Once upon a time, BlackBerry dominated the smartphone market with great force. In just a few short years, their fall from grace has been one of the larger tragedies in the tech industry. Their demise left a gaping hole in the business and enterprise sector of smartphones that has yet to be filled. Windows Phone, however, might just be the answer many are looking for. Meanwhile, Apple’s iPhone pursues other endeavors.
THE QUIET LIFE OF WINDOWS PHONE
On Wednesday, Microsoft held its yearly Build conference in San Francisco. The event is mostly geared toward developers but it also serves as a way to advertise future projects. This year, the biggest announcements were about bots, HoloLens and Windows 10, however, there was no mention of their Windows 10 Mobile. Windows Phone launched in 2010 around the same time BlackBerry peaked has lived a quiet life since then. The phone hasn’t exactly stacked up against Apple’s iPhone, gaining a meager 3 percent globally. Turning their attention to another part of the market, however, just may save them.
BLACKBERRY’S HOLLOW GRAVE TO BE FILLED
Apple and Google have been working hard to tackle the enterprise smartphone market since Blackberry collapsed years ago. While the iPhone and Android remain some of the most popular devices, their presence in enterprise pales in comparison to the stranglehold Blackberry once had. This could be the perfect opportunity for Microsoft to step in. Instead of rushing in, Microsoft’s head of Windows, Terry Myerson, has explained their smartphone plan will be gentle at first. 2016 was not the year of the Windows Phone. Myerson said they are waiting for developer interest to build before making any major decisions. Some say this is just another way of saying Microsoft failed. Others think the move is a strategic showing of patience.
APPLE IPHONE ECOSYSTEM NOT RIGHT FOR BUSINESS
Despite the popularity of Apple’s iPhone, their ecosystem doesn’t appeal to the business user as much. It lacks the functionality that Blackberry was famous for. While the options are there, Apple’s apps for business just haven’t taken off. Consumers use their iPhone for entertainment and social communication while businessman has been turning other sources for their professional needs. iOS is just not a very customizable system. For those that need a custom written mobile application, flexibility is limited with iOS. If Microsoft can create a solid open-sourced system that uses their already successful business apps, they just might see their smartphone take off.