1. Microsoft’s Windows Phone OS
By
Prasanna S | PGP30330

2. Brand Extension of Window OS
Category Extension: Leveraging on strong “Windows” Brand

3. • World leader in operating system for PCs
• Windows runs in 90 % of the PCs and
Desktops in the world
Windows Brand
• Microsoft’s revenue is $ 87 billion
• Most successful version of Windows is
Windows XP, which has a market share of
30 % even after stopping the support for
the product.

4. Smartphone Details
• Market Size of Smartphone = $ 170 billion
(worldwide)
• Growth of Smartphones is at 16 % CAGR for
2015-2020, with current global smartphone
shipments growing at 35 % Y-o-Y
• Market Share of the Brand = 2 %
• Growth of the Brand has been slow. The
brand lost its market share from 4% to
current 3.2 %

6. Product
• Microsoft 1st announced Windows Phone 7 Platform
in Mobile World Congress 15th Feb 2010 and the 1st
mobile was release in 21st Oct 2010
• The OS designed with a view that “End user is the
King” and was awarded “International Design
Excellence award (IDEA) 2011 Gold Award”
 Product Features
 User Interface – Metro UI
 Office Support from Microsoft
 Games with XBOX sync
 Contacts with multiple social network sync
 But lacked bluetooth and tethering features

7. Price
• The initial phones were all tied up with
operators like AT&T, Verizon, T-Mobile, etc
to be offered via contract
• 10 Initial models were launched in Oct
2010 from OEM viz. HTC, LG, Samsung,
Dell
• Dell launched their Venue Pro in India 3rd Feb
2011 with Rs. 34,990
• HTC Surround was priced at $200 with contract of
AT&T and unlocked version with $599
• In general the windows phones were perceived as
costly for the features the had
• This is because of the proprietary nature in which
Microsoft provided the OS to mobile makers

8. Place
• Windows Phones
were released 30
Countries; In EU
and Asia 21st Oct
2010 and 8th Nov
2010 in US
markets
• Mobile makers
partnered with
various retailers
across the globe
to sell Windows
Phone

9. Promotion
• Billboards were placed at crucial places
and conferences to spur talks about the
Windows Phones
• Film stars viz. SRK (in India) and Jessica
Alba (worldwide) were roped in to
promote the brand
• Sudden slashes in prices were tried to
boost sales

11. Segmentation & Targeting
Demography
• Income: Above
middle income
class
• Age: Anyone
eligible to own
a phone
Psychographic
• People who
want “Live”
their life, rather
than using a
mobile
Behavioural
• People who
have used
Smartphones
and are looking
for a change
• People who use
feature phones

12. Positioning - 1
• Points of Parity – POP
• Smartphone features like touch screen,
multitasking, apps, etc.
• 2G, 3G capabilities
• Solid mobile built
• Points of Difference – POD
• Different OS design
• Two touch to anything
feature
Comparative Frame of Reference

13. Positioning - 2
The positioning message that
was conveyed was
“Be Here Now”
“Reinvented
Around You”
“A phone each one
of you”
https://www.youtube.com/watch?v=jdpQir1sqiQ
https://www.youtube.com/watch?v=0-U4Yr9UNBo

14. References
 http://www.marketing91.com/marketing-mix-microsoft/
 http://www.tomshardware.com/news/microsoft-global-windows-phone-strategy,28697.html
 http://www.marketing91.com/8-marketing-strategy-lessons-from-microsoft/
 http://www.slideshare.net/psantoshkumar/marketing-plan-to-launch-windows-7-final
 https://en.wikipedia.org/wiki/Windows_Phone
 https://en.wikipedia.org/wiki/Windows_Phone_7
 http://www.techcentral.co.za/mobile-world-congress-2010-day-one-overview/12826/
 http://www.engadget.com/2010/10/11/microsoft-announces-ten-windows-phone-7-handsets-for-30-countrie/
 http://vr-zone.com/articles/microsoft-ceo-steve-ballmer-unveils-windows-phone-7/10053.html
 http://www.mobiclue.com/htc-surround-price-and-specifications.html
 https://en.wikipedia.org/wiki/Dell_Venue_Pro
 http://www.quora.com/Who-are-the-target-users-for-Windows-Phone-7
 http://www.eetimes.com/document.asp?doc_id=1264589

15. Thank U 