Windows Phone fans have been waiting for what might seem like an eternity to get their hands on a flagship they deserve. However, Microsoft has been giving them cold shoulder for so long that many have even jumped ship to Android and iOS. And while we understand that they’re waiting for Windows 10 so that they can bring a phone with new technologies like Type C port, Iris scanner and what not, what surprises us is that Microsoft is making no effort to acquire new customers beyond the low end segment.
The last phone from Microsoft, the Lumia 640XL, is essentially a low-mid range phone at best and given the market dynamics and the entry of players like Xiaomi, people expect more out of even mid end phones these days. We get Microsoft doesn’t want to release a new phone yet, but it’s hard to see them not discounting their older flagships to give some respite to the customers.
Their last flagship, the Lumia 930 still retails for around Rs 30,000 ($500) in India, which is ridiculous given you can get same or better phones like the Galaxy S5, Nexus 5, Zenfone 2 and others for something around Rs 10,000 ($180) less. The Lumia 1520 is no where to be found and the Lumia 830 has almost disappeared from the shelves as well. At such high prices, takers for the phone are far and few and Microsoft remains absent from even the mid end market. Had the phone retailed for something around Rs 22,000 – 24,000, it would still be an attractive option. But at its current price you get many decent Android phones like the LG G3, HTC One E9+ and Xperia Z2.
Had Microsoft been trying to project itself as a premium brand like Apple, it would have made sense, but given that most of their offerings are cheap, we don’t think that is the problem here at all. When you have an OS that isn’t as competent as your counterparts, you need something on your side to attract customers, which in this case could have been the price.
It seems like Microsoft doesn’t get the market at all, or they have a bigger strategy in mind which we commoners don’t have the understanding of. Whatever it might be, at the end of the day it comes down to sales, and Microsoft isn’t doing a great job there.