Microsoft Corporation (NASDAQ:MSFT) may have has the least complex approach to hardware of all the manufacturers producing smartphones. All it has to do is make an appearance and it can regard that as a victory.
Why is Microsoft still in the hardware market? Because it wants everyone to know it still exists and is still competing. The company wants to be seen as a hardware player, too. Its software and service strategy on the other hand is designed to attract the actual revenue and keep the company relevant over the next decade. Being in hardware as well as software makes the company more credible among its peers and customers.
Windows 10 as an operating system is of course designed to operate not only for desktops and laptops but smartphones, smartwatches, phablets, tablets, and the general Internet of Things. Microsoft’s Surface devices demonstrate that the OS can work well enough as a tablet device. The Lumia 950 and Lumia 950 XL are the first ever smartphones to have Windows 10 installed by default. While Windows 10 remains mainly a desk-specific system, it can operate quite well in other forms.
The reality that the Lumia 950 and 950 XL smartphones exist is the victory for Microsoft though. The value in being able to state that Microsoft enjoys a smartphone presence even though it is minute is far more significant than having zero hardware presence and depending on the cloud of apps available for alternate platforms. While other manufacturers may introduce Windows 10 gadgets in the future, just being mentioned is good for the company.
With Microsoft launching smartphones the company cannot be ignored as a mobile operator. Microsoft is too large to ignore, hence it will always be considered regardless of the amount of market share it has in any one tech niche. That keeps the company’s brand in the public eye and gives Microsoft’s mobile apps modernity as well as respectability which would be difficult to retain if they only offered cloud access and software downloads. As long as Windows 10 mobile hardware exists in the market, Microsoft’s mobile ambitions will be taken somewhat seriously.