Microsoft launched its Windows Phone 7 operating system for smartphones in 2010, leveraging the strong Windows brand. The OS was designed to put users first and received design awards. It featured a Metro UI, Office integration, and Xbox game syncing. Initial phones from manufacturers like HTC, LG and Samsung launched in 30 countries in late 2010. However, Windows phones struggled to gain market share against Android and iOS, holding only about 2% globally. Microsoft used celebrity endorsements and price cuts to try and boost sales, but Windows phones were often seen as expensive for their features due to Microsoft's proprietary licensing model.
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 %
5.
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
10.
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