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The Windows Phone OS has been anything but a success. Microsoft itself admits that. Still the company is not willing to give up on mobile just yet. And with its next device launch it might succeed.

Success through being different

Microsoft knows that just by copying what the market leaders are doing it won’t be successful. The Australian Financial Review talked with CEO Satya Nadella. He still believes in the mobile market for his company. In the interview he emphasized though that he does not want Windows phones to be similar to Android devices and iPhones but rather wants to come up with new, unique features. He promised Windows Phone to become the “ultimate mobile device”. “[We] started doing things, even if they are today very sub-scale, to be very focused on a specific set of customers who need a specific set of capabilities that are differentiated and that we can do a good job of.”, Nadella said.

Different from the competition

Microsoft is attempting to pave its own path. And the company has shown that its good at it. With the Surface Microsoft has managed to shake up both the laptop and tablet market. The device inspired uncountable clones. And also Microsoft’s latest launch, the Surface Studio has created quite a hype, leaving critics in awe.

x86 apps for mobile

And it seems like Nadella and his team already have a clear vision for their new devices. Market insiders except the new the OS to gain support for x86 emulation. This would allow phone to actually run legacy Windows apps. The update is expected late next year. Most likely together with the launch of the long awaited Surface Phone.


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