Category Archives: Windows

Operating system user bases

Related: two previous posts on the patterns in Android adoption rates (December 2013, March 2014), a post contrasting iOS and Android adoption patterns, and a post from last month on iOS 9 adoption.

Both Apple and Google have just updated their mobile OS user stats, while Microsoft shared a new number for Windows 10 adoption at its event this week, giving us a rare opportunity to make some comparisons between these major operating systems at a single point in time. We now have the following stats straight from the sources:

  • The stats provided by both Apple and Google on their developer sites with regard to the user distribution across their mobile operating systems (Android and iOS)
  • The 110 million Windows 10 number provided by Microsoft this week
  • The 1.4 billion total active Android user base number provided by Google at its event last week
  • Total Windows users of around 1.5 billion, as reported by Microsoft several times at recent events.

In addition, there are various third party sources for additional data, including NetMarketShare and its estimate of the usage of other versions of Windows. Lastly, I have estimated that there are roughly 500 million iPhones in use now, and around 775 million iOS devices in use in total (including iPads and iPod Touches).

If we take all these data sets together, it’s possible to arrive at a reasonably good estimate for the actual global user bases of major operating system versions at the present time. The chart below shows the result of this analysis:User bases all iOSThere are several things worth noting here:

  • Each company has one entry in the top three, with Microsoft first, Google second, and Apple third.
  • However, only one of these entrants is the latest version of that company’s operating system (iOS 9), while the other two are the third most recent versions (Windows 7 and Android KitKat).
  • Google has three of the top six operating systems, none of which is its latest operating system (Marshmallow, released this past week). Even its second most recent version (Lollipop), now available for a year, is only the third most adopted version after KitKat and Jelly Bean.
  • Both iOS 9 and iOS 8 and the three most used versions of Android beat out every version of Windows but Windows 7.
  • The most recent versions of the three companies’ major operating systems are used by a little over 400 million (iOS 9), 110 million (Windows 10), and a negligible number (Android Marshmallow) respectively.
  • The second most recent versions are used by around 330 million (Android Lollipop), around 250 million (iOS 8), and around 200 million (Windows 8) respectively.

There are lots more data points to tease out here, but to my mind it’s a striking illustration of the differences in the size and adoption rates of these three major operating systems.

Two additional thoughts

Just for interest, I’m including a couple of additional thoughts below.

First off, here’s the same chart, but with iOS reduced to just the iPhone base. The order changes a fair amount, but iOS 8 and iOS 9 still make a good showing:

User bases based on iPhone onlyLastly, I wanted to revisit my post from a couple of weeks ago about the initial adoption of iOS 9, especially as it relates to Mixpanel’s data. In that post, I showed how Mixpanel’s iOS adoption data tends to be pretty close to Apple’s own data except for the month or so after a new version of iOS ships, when it tends to skew way lower than Apple’s own data. Now that we’re a few weeks on from the initial launch, and Apple has released the second set of iOS adoption data since the launch, I wanted to revisit that pattern. Interestingly, the very same pattern is playing out again – despite the initial significant discrepancy, Mixpanel’s data is now once again very close to Apple’s own:Mixpanel iOS data October 2015

A deep dive on Microsoft’s Q2 2015 numbers

Following Microsoft’s earnings is always interesting, because like any other company it releases many of the key data points in its press release, but to a greater extent than others it releases lots more little details in its regular quarterly SEC filings. And once a year, the 10-K provides an additional set of very interesting data. As such, I often hold off on writing analysis of Microsoft’s earnings until all these details are out. This piece builds on past pieces on Microsoft’s earnings, in some of which I’ve laid out the methodology I use for calculating some of the revenue numbers for individual businesses. Last year’s deep dive following the release of the 10-K is here.

Note: here as elsewhere on this blog, I use calendar quarters rather than companies’ fiscal quarters in my commentary and in charts. The only exceptions in this piece are specific references to Microsoft’s fiscal years (denoted as FY 2015 etc.)

Because this is a longer post, I’ve provided some links to specific sections below:

Employee numbers paint a stark picture of the Nokia acquisition

I’ll start with some of the stuff that Microsoft only reveals once a year in the 10-K, and that’s employee numbers and a product-level breakdown of external revenues.

From an employee perspective, the overall number is always interesting by itself, but this time around I found the categorization of the workforce particularly interesting. The three charts below show this split both by job function and by geography.

This first chart gives you some sense of the overall numbers as well as how they break down. As you can see, the workforce two years ago was just under 100k, but a year later it was almost 130k. What happened? The acquisition of Nokia’s devices business (NDS) is the main answer. But of course, since the acquisition Microsoft has pared back that workforce quite a bit. As I wrote in my piece on the Nokia impairment a few weeks ago:

By the time it’s done with the layoffs announced today, Microsoft will also have jettisoned around 80% of the employees associated with the Nokia acquisition. It took on around 25,000 (down from the 32,000 originally anticipated) when the acquisition closed, but laid of around half three months later, in July last year. Now, a year later, it’s losing another 7-8,000, taking the remainder down to just 5,000, or 20% of those originally brought on board.

Some 25,000 of that 29,000 bump from June 2013 to June 2014 was Nokia-related, but by June 2015 the number was back down to 118,000, or 10k lower, but that’s the net impact after hiring in other areas. The most dramatic impact from a job function perspective was manufacturing and distribution, which is shown in light blue at the top of the columns below, and is broken out separately in the second chart below. It’s also worth noting the strong growth in the Product Support and Consulting category during the last two years – this is organic hiring to support some of Microsoft’s newer businesses, and it’s accelerating rapidly. The third chart shows a geographic breakdown, and there too you can see the dramatic impact of the Nokia acquisition on overseas employees (up 25,000 exactly from 2013 to 2014) and subsequent loss of 8,000 of those employees a year later.

Stacked employees by functionEmployees by function Employees by geographyProduct revenue breakdowns

I always do quite a bit of reading between the lines every quarter to establish estimated figures for various product lines, but once a year Microsoft gives us a breakdown of “external revenues” from major product lines. This is about the only way to build a complete picture of products like Windows and Office, which are otherwise spread through Microsoft’s various reported segments. The chart below shows this breakdown on a stacked basis:External revs by productAs you can see, reported revenues have grown strongly for each of the last few years. However, these aren’t pro forma figures: the acquisition of NDS isn’t factored into past years’ revenues, so both in FY 2014 and in FY 2015 Microsoft got an artificial bump from NDS (in 2014 only for a very short period since the acquisition closed late in the year, and in 2015 for a full year’s worth of revenues). If you compare 2015 to 2014, you can see that Surface and Phone by themselves accounted for essentially all the growth in that period. Strip out the Phone business alone and revenue would have been roughly flat. But underneath that, there’s actually a lot going on too, as the year on year growth rates below show:
Year on year growth
Xbox is easily the spikiest of these revenue sources, rising and falling with new product releases as you can see in 2011 and 2014. Windows has seen the most dramatic fall, from strong growth in 2010 to flat growth the next few years and now negative growth (in part, but not entirely, due to currency effects). Office, too, has seen a steady decline and shrank this past year. Server Tools and Products and Consulting and Support services are the most consistent growth drivers for Microsoft at this point, while Advertising has also contributed strong growth most quarters (and the rate of growth will increase with the disposition of the display advertising business). What’s interesting to me, though, is the paucity of information about the sale of the display ad business to AOL – the only references to it label it as outsourcing of the business to AOL and AppNexus, but there’s no discussion of the impact on revenues going forward or anything else. My past calculations – shared in that earlier post linked to above – suggest that this business was worth just under a billion dollars a year, so it’s not nothing. The omission of any discussion of this impact in the 10-K feels odd.

As a result of all this, the two historical mainstays of Microsoft’s business – Office and Windows – make up an ever smaller proportion of the company’s revenues. If you take the PC version of Windows alone, that and Office now account for just 41% of Microsoft’s revenues, while adding in Server Products and Tools brings the total up to 61%. Obviously, the addition of NDS is a big reason for the drop off the last two quarters, but as we saw above Windows and Office are also shrinking in their own right.

Windows and OfficeLastly, it’s interesting to note that Microsoft did indeed hit a milestone I had predicted they would this time last year: international revenues have now eclipsed domestic revenues for the first time in Microsoft’s history, at least on an annual basis, though the transition probably happened sometime in the second half of FY 2014.
US vs international rev

Cloud revenue, AWS, and growing margins

Last quarter, when Amazon first broke out AWS revenue separately, I wrote a piece comparing Microsoft and Amazon’s respective cloud revenue buckets, and provided all kinds of caveats about the limits to the comparability of these two businesses. Here, then, is an update based on information in the 10-K:MS cloud and AWSEssentially, the pattern from last quarter continued – AWS remained just a little ahead of Microsoft’s “Cloud Services” reporting line this quarter, and for the last four quarters was just ahead at a hair under $6 billion, compared to just under $5.8 billion for Microsoft. Interestingly, though cloud services are not one of the product lines Microsoft breaks out in the numbers I analyzed above, they are broken out just below that, rounded to $5.8 billion, and Microsoft says they’re reported in several of those segments that are reported.

Unfortunately, unlike Amazon, Microsoft provides no good sense of how profitable this business is. The only small hints are references to data center spending sprinkled throughout the 10-K. They include this interesting snippet in a description of Microsoft’s main drivers of expenses:

Our most significant expenses are related to compensating employees, designing, manufacturing, marketing, and selling our products and services, datacenter costs in support of our cloud-based services, and income taxes. (emphasis added)

Further along in the 10-K, we get another mention of data center costs, which apparently rose by $396 million in FY 2015. Given that cloud services revenues rose by $3 billion in the same period, that’s almost nothing. Obviously, data center costs aren’t the only expenses associated with cloud revenue, but they have to be one of the largest. In FY 2014, by contrast, data center costs rose by $575 million, while revenue rose by $1.5 billion, so the return on that investment is increasing significantly. Gross margin in the bigger segment that commercial cloud services are part of (Commercial Other) rose significantly – by $2.3 billion or 126% – in FY 2015, much of which was due to Office 365 growth at enterprises, as well as growth in Azure. Total cost of revenue in this same broader segment only grew $946 million, or 17%, so it’s clear that Microsoft is hitting its stride in terms of achieving economies of scale and higher margins, though it’s still elusive exactly what level those margins have now reached.

A broader look at margins

If we take a step back and look at that larger segment, Commercial Other, we can see that gross margins are rising steadily, and are now above all the other non-software categories at this point:

MS gross margins by segmentLicensing continues to have the highest gross margin – cost of sales are tiny compared to revenues in that business since the incremental cost of an additional sale is close to zero. But Commercial Other, composed primarily of cloud services and enterprise services, is becoming increasingly profitable, and with its growth is also becoming an increasingly important contributor to overall margins. It’s at around 9% of gross margins now, up from under 2% at the beginning of 2013, and growing fast. Commercial licensing continues to account for the lion’s share of gross margins, at 64.5%, while consumer licensing accounts for 20% or so. Note, however, the margins in the phone hardware business, which were never great to begin with, but have fallen steeply the last two quarters and are now negative. Remember, too, that these are gross margins, so operating margins in this business are likely substantially lower still. Computer and gaming hardware (Xbox, Surface, and a few other things) is becoming increasingly profitable at a gross margin level, however, helping to justify the continued investment in two products many people consider non-core to Microsoft’s business.

Consumer Office 365 revenue growth is slowing

For the last several quarters, Microsoft’s additions of consumer Office 365 subscribers have been pretty strong:Consumer Office 365 subsHowever, the worrying thing is that the revenue from these subscribers seems to be stagnating. This isn’t a number Microsoft reports directly, but it does provide enough data points to allow us to estimate it with reasonable accuracy, and the trend isn’t good:Consumer Office 365 revenuesWhat’s interesting is that the lines in these two charts track quite closely in their shape for the fist five or six quarters, but they then begin to diverge. So what changed? Well, two main things, I think: Microsoft introduced the Personal (single user) version of Office 365, at $70 versus $100 per year for the multi-device standard version; and secondly, Microsoft has been doing lots of free trials and other deals which either heavily discount or entirely remove the fees for some subscribers for a certain period (often as much as a year). I suspect that both have had an impact, but the rate at which growth has dropped off suggests that the free trials in particular are eating into growth substantially. What I’d really like to see from Microsoft is a paid subscriber number (much as Netflix reports in its financials), which would give a much truer picture of both real subscribers and revenue per paid subscriber. The big problem here, of course, is that Office 365 consumer revenues need to grow to offset the rapid decline in legacy Office sales to consumers, but with no growth, the overall consumer Office revenue line is now declining rapidly too – it dropped 17% in FY 2015. Some of this is because of the way revenue is recognized on Office 365, but that’s certainly not the entire impact, as revenue per subscriber appears to have dropped from around $100 per year to closer to $50 over the past year or so.

Surface, Lumia and other phone sales

Lastly, I just wanted to cover quickly sales of Microsoft’s three main first-party hardware categories – Surface, Lumia phones, and non-Lumia phones. The first two are actually going fairly well, posting year on year increases in sales several quarters running:Surface revenuesLumia unit salesHowever, non-Lumia phone sales (feature phones) have fallen off a cliff these last few quarters, and as I wrote previously, I suspect the impairment and restructuring of the phone business was at least as much about this business as the smartphone side:Non-Lumia phonesI continue to believe that the launch of Windows 10 on phones, and the flagship(s) Microsoft will launch later this year, will be the last big test for Windows on phones, and whether Microsoft can indeed make a go of this business.

Microsoft’s devices restructuring

Microsoft today announced a restructuring of its devices business which I think most of us have been expecting to land any day since CEO Satya Nadella’s memo to employees a couple of weeks ago indicating tough choices were ahead (and indeed, which the company strongly hinted might be coming back in April). However, even though this was widely anticipated, the exact meaning of it is less obvious. I see many taking it as a capitulation, but Microsoft clearly isn’t getting out of the phone business at this point. Below are my thoughts on what this move means, and what might still come later.

Not a concession of defeat – yet

Though clearly a concession that things haven’t been going well for its devices business, this isn’t a concession of total defeat just yet, and there are two reasons why I say that:

  • Microsoft accounts for almost all Windows Phone device sales itself, with over 95% of the market according to AdDuplex. As such, killing its own devices business would simultaneously kill Windows Phone as a platform
  • Microsoft’s positioning around Windows 10 has had a heavy mobile component, with universal apps and various tools for porting apps from other mobile platforms major focus areas in the announcements over the last several months.  As such, it seems extremely unlikely that Microsoft would be ready to kill off Windows Phone.

In short, the timing just doesn’t seem right for abandoning either Microsoft’s first party phone business or Windows Phone as a whole. That’s not what’s happening today, though that doesn’t mean it’s not coming somewhere down the line, as I discuss below.

Windows 10 and focus

It’s clear that at least some within the business believe that Windows 10 and some of the related efforts targeted at developers will help to turn the fortunes of Windows Phone around. I’ve shared my skepticism about that hope in several pieces here over the last few months (including the two linked to in that second bullet above), and wrote an in-depth report about Windows Phone and its prospects too (available here). I continue to believe that Windows Phone suffers from several more or less insurmountable challenges, and don’t see any clear way out of this situation even with Windows 10.

At least part of the problem with Windows Phone has been that it was losing money at its current scale and that scale wasn’t growing rapidly enough to make a difference. By scaling down the business still further, Microsoft likely shifts the equation slightly in favor of profitability, though at the rate the feature phone business has been declining, that may not be enough. But the focus Microsoft is planning to bring to its portfolio is a good thing – for such a small devices business, Microsoft (and Nokia before it) has had a bewildering array of devices on sale, and could likely get by with a much smaller number, say one or two in each of its series (500, 600, 700 etc). But amid this “focus” comes this statement reported by Mary-Jo Foley at ZDNet:

Microsoft will focus its phone efforts on three segments: Businesses, value-phone buyers and flagship phone customers, moving forward.

This is a funny kind of focus! As far as the smartphone market is concerned, flagship and value phones are basically all there is at this point in many markets, so that’s no focus at all. And the mention of business users reflects a basic misunderstanding of the phone market which Nokia seemed to have overcome way back, when it abandoned its E-Series devices. The fact is that business users are just the same as anyone else – they want phones they like to use, that allow them to do not just work but personal stuff too. I’m also curious what this all means about the feature phone business and whether Microsoft will now abandon that entirely. There was a theory that being in feature phones would allow Microsoft to provide a migration path to smartphones over time, but I’ve always been skeptical about that, and at the rate of decline this business is seeing, it’s more of a liability than an asset at this point.

Microsoft shrugged

Meanwhile, the impairment charge is so large that it’s hard to imagine that it’s for anything other than the whole value of the business acquired from Nokia. Remember that though the total price paid to Nokia was 5.44 billion euros (reported as $7.2 billion at the time it was announced), only 3.79 billion (or $5 billion) was for the devices business, while the other $2 billion or so was for patents. The $7.6 billion impairment charge is therefore not just more than the original purchase price, but significantly more than the price paid for the devices business specifically. That either means that Microsoft is also writing down some of the value of the patents or accounting for a significant additional investment in the business since the acquisition (or both). However, at the end of the day, the key point is that Microsoft has at this point basically unburdened itself of the value of the acquisition, such that if it does have to wind the business down it likely won’t have to take another significant impairment charge.

By the time it’s done with the layoffs announced today, Microsoft will also have jettisoned around 80% of the employees associated with the Nokia acquisition. It took on around 25,000 (down from the 32,000 originally anticipated) when the acquisition closed, but laid of around half three months later, in July last year. Now, a year later, it’s losing another 7-8,000, taking the remainder down to just 5,000, or 20% of those originally brought on board.

As such, if Microsoft does have to abandon Windows Phone and its own devices business (I simply don’t see how it’s going to get more OEMs on board for Windows Phone, so the two are inextricably linked), at least it’s now written down much of the value of the acquisition, and will have eliminated most of the employees by the end of this year. That will make it much easier financially and operationally (if not emotionally) to pull the plug when the time comes. But it will be a huge sea change for Microsoft to concede defeat in operating systems for mobile devices after 15 years of trying.

Postponing the inevitable

I suspect today’s move is just another step along the road that eventually leads to an abandonment of this business, even if Microsoft isn’t ready to concede defeat today. The good news is that Microsoft has a strong alternative strategy in place with its third party mobile apps business, which has produced some good results recently, so that it’s not putting all its mobile eggs in the Windows Phone basket as in the past. I continue to worry that a third-party apps business may struggle as both Apple and Google increasingly tie their first party services tightly into their operating systems and virtual assistants, but it certainly seems to have a better shot at gaining users than Windows Phone for now.

However, the other big challenge is monetizing that usage, which continues to be my biggest concern for Microsoft. Its traditional software licensing model simply isn’t going to cut it in consumer markets, and I suspect the SaaS model will be equally challenging. As such, as I outlined in my “Thesis on Microsoft” piece a while back, Microsoft is going to have to make its money more or less exclusively through enterprise cloud services while using the consumer market to drive continued scale.

Expanding Apple services on non-Apple devices

A few months back, I wrote this piece which talked among other things about why Apple doesn’t make most of its services available on third-party devices. The basic argument can be summed up in this quote from that piece:

When the whole rationale for Apple’s software is to add value to its hardware products, the idea of providing cross-platform software or services becomes inimical. To the extent that Apple software or services are available on non-Apple devices, they cease to provide meaningful differentiation for Apple products.

However, Apple has continued to make some services available on third party devices, and I see potential for more of this in future. I definitely don’t see Apple abandoning the strategy I outlined in that post, but I do see potential for them to broaden the range of what they provide on non-Apple devices, so in this piece I’m going to argue the other side of that earlier piece.

The iPhone and Mac installed bases

The key to all this is to understand the difference between the iPhone and Mac installed bases. The iPhone is now in every way Apple’s lead product – it accounts for half to two thirds of total revenue in any given quarter and the lion’s share of profits. And it’s also the Apple product with by far the largest installed base. Let’s look at the numbers quickly:

  • iPhone: around 450 million users
  • iPad: around 200 million users
  • Mac: around 80 million users.

We’ve leave the iPad to one side and focus on the iPhone and Mac. What this leaves us with is a world where there’s only very partial overlap between iPhone users and Mac users, with the vast majority of iPhone users likely owning or using Windows PCs rather than Macs, if they use a PC at all:

Mac iPhone and Windows basesApple has done a great deal over the past couple of years to better serve Mac + iPhone users (including those who also have iPads), including various iCloud features, and the Handoff and Continuity concepts and their associated feature sets announced at last year’s WWDC. All this makes owning more than one Apple device better than owning just one, because the devices you have work better together. The Apple Watch extends this even further, and deepens the attractiveness of an all-Apple ecosystem.

300 million Windows + iPhone users

However, there are still several hundred million iPhone users who don’t own or use Macs on a daily basis, many of whom do use Windows PCs, either by choice or because work, cost constraints, or other reasons require them to. This Windows + iPhone group is actually substantially bigger than the Mac + iPhone group Apple has spent so much time serving, probably around three hundred million or more:
Windows plus iPhone diagramIn an ideal world, Apple would have these Windows + iPhone users become Mac + iPhone users over time, but that isn’t a realistic scenario for a variety of reasons, especially in the short term. So, how does Apple serve these users?

iTunes on Windows and beyond

Well, the answer began with the launch of iTunes on Windows in 2003, two years after the original launch on the Mac, in an attempt to create a market for the iPod larger than the base of Mac users. With the launch of the iPhone, Apple piggybacked off this iTunes installed base as a way to make that product, too, Windows compatible. Since that time, Apple has introduced a few other pieces of installable software for Windows PCs, but much of its effort in supporting Windows users recently has been in the form of web apps rather than native software:Apple software on WindowsiCloud Drive is the only new product Apple has introduced for Windows recently, and it builds on earlier versions of the iCloud product for Windows, which enables some of the extensions and add-ons shown in the middle column in the table above too. But Apple has now made a fairly wide range of products and services available on the web, at iCloud.com, as shown in that third column. These serve the Windows+iPhone reasonably well for some use cases, though I can’t imagine as a Windows user wanting to use the web versions of the iWork suite as my main productivity apps.

What’s missing?

At this point, it’s worth asking what else Apple needs to do to make its products available on third party devices, and whether it’s likely to do so. Here’s a short list of potential next steps:

  • A web version of Maps
  • iTunes on Android devices
  • The Apple music subscription service on Android
  • Messages on Windows and/or Android
  • The iLife apps on Windows and/or Android
  • iBooks on Windows and Android.

There may be one or two other gaps, but I think that about covers it. Which of these seem most likely at this point? The diagram below shows my estimate of the likelihood of each of these things happening:3rd party apps next stepsIf Apple hadn’t acquired Beats in order to build a subscription music service, I would have put the likelihood of Apple’s music service landing on Android much lower than I have, but since Tim Cook has already signaled that Beats will remain on Android, it seems a fairly sure bet that the successor will be there too. I don’t quite understand the strategic rationale here – almost anything on Android seems to fly in the face of Steve Jobs’ quote in the Walter Isaacson book:

We put iTunes on Windows in order to sell more iPods. But I don’t see an advantage of putting our music app on Android, except to make Android users happy. And I don’t want to make Android users happy.

The only real explanation I can see (beyond maintaining the status quo ante with Beats) is that Apple is competing head-on here against existing subscription music services, all of which are available cross-platform, so this is a concession to reality. But it still feels odd.

Maps on the web seem very likely to me – Google’s web maps were a fantastic hook for Android when it arrived, because it allowed people to make a seamless transition from the product they used on the web for planning, figuring out a route and so on to the one they used on their smartphone for actually navigating from A to B. The fact that Apple doesn’t have a Maps option for anyone using a Windows PC means that those users are far more likely to use other mapping services both on the web and on their phones, or to have disconnected experiences on those two devices. Apple has posted job listings several times (including one that was noticed today) indicating that it might be looking to bring its Maps app to the web, and this seems eminently believable. I’m only putting this slightly lower than the subscription service on Android because that seems largely a foregone conclusion, whereas Apple seems to have been toying with the idea of a web maps app for some time without pulling the trigger.

Essentially everything else I listed seems significantly less likely to happen, although if the music subscription service lands on Android it might make sense to make the full iTunes experience available on Android too. iBooks makes little sense as a cross-platform product – people don’t read many books on their PCs in comparison to tablets and smartphones, while porting iLife would be a huge effort and significantly undercut one of the differentiators of the Mac. Messages was actually the specific focus of the earlier post I referred to at the outset of this one, and I outlined there the reasons I can’t see that happening. It feels like the archetypical example of Apple’s own-devices-only strategy, and it’s also uniquely mobile-first among all these products.

We’ll know more next week

I’m writing this the week before WWDC, where I expect that at the very least we’ll see the music subscription service launch and know whether it will indeed land on Android in either its full or a watered down form. But we’ll likely also get more clues about how Apple sees the opportunity beyond its own devices, and whether the current set of products and services for the Windows + iPhone crowd represents the outer limits of how far Apple is willing to go to keep them happy.

Microsoft’s Build announcements: breaking the vicious circle

Microsoft’s first-day keynote at its Build developer conference today focused first on Azure and Office platform advancements, but finally moved on to Windows, where the real meat of the day was in my mind. When it comes to Windows, and Windows Phone in particular, one of the key challenges continues to be what I refer to as the user/app vicious circle. Simply put, in our post-iPhone world, when there are no users on a platform it’s tough to attract developers, and when there are few developers and hence few apps, it’s tough to attract users. Windows Phone suffers from a number of issues (see my free in-depth report on the platform), but one of the biggest continues to be the app gap and the app lag.

Attempts to break the vicious circle

The challenge for Microsoft is that’s really tough to break this vicious circle unless you can somehow goose either user numbers or the number of apps. What I saw in today’s keynote was an articulation of Microsoft’s strategy to do both, as shown below:
Screenshot 2015-04-29 13.37.38 Continue reading

Why Windows 10 can’t fix Windows Phone

Ahead of Microsoft’s next reveal of Windows 10 later this week, lots of blogs and news outlets are talking up the promise of the new operating system to unify the PC and mobile versions and in the process “solve the app gap”. Most of what I’ve read, though, seems to look straight past a huge flaw in this whole concept, one that I’ve talked about several times in other places (notably in my in-depth Windows Phone report from a few weeks back – available here for free).  As such, I wanted to just quickly lay it out here for simplicity and clarity.

First, the theory: in Windows 10, Microsoft is creating a single operating system which will run across different form factors, with much of the underlying code shared and the rest tweaked by device type and size. This will allow developers to create apps which run 90% of the same code, with just some customizations for different device types and sizes. This, in turn, will allow Microsoft to tap into the vast number of Windows PC developers, who will now be able to port their apps to Windows Phone will very little additional work, which will drive a large number of new apps to the mobile platform, reducing the app gap relative to iOS and Android.

However, there’s a fundamental flaw in this argument, which is that the apps Windows Phone is missing simply don’t exist as desktop apps on Windows. Just think about it for a moment, and you’ll realize it’s empirically obvious: almost all the apps which are most popular on mobile are in one of these categories:

  • Games, which dominate the app stores, and tend to be mobile-only in many cases
  • Properties which exist as websites on the desktop and only exist as apps on the mobile side
  • Properties which are mobile-first and/or mobile-only, such as Instagram, Vine, Viber and so on.

But we don’t need to rely on gut feel here – it’s very easy to do the analysis. I’ve pasted below two small thumbnails which you can click on to expand to full size. They show tables for the top free iOS and Android apps as of today, according to App Annie. Against each of the apps I’ve completed several more columns to reflect the following data:

  • Is the app already in the Windows Phone store?
  • Is there a desktop app on Windows (any version, not just Windows 8)?
  • Is this an app which is actually a website rather than an app on the desktop?

I’ve then done some filters in the following columns to answer each of the following questions:

  • Of those apps which are not on Windows Phone today, are these available for Windows PCs today?
  • Of those apps which are not on Windows Phone today, are these available as a website on desktop?
  • Of those apps for which there is a desktop app on Windows today, are these also available on Windows Phone?

You can go ahead and have a look at the tables to see the results for yourself (they should open in a new window or tab by default):

Screenshot 2015-01-19 09.54.42Screenshot 2015-01-19 09.54.57

But here’s the summary:

  • Among the top 50 free iOS and Android apps, there is not one which is not on Windows Phone but exists as a desktop app on Windows
  • Among the top 50 free iOS and Android apps, there are a handful which exist as websites but not as desktop apps (almost all owned by either Google or Apple)
  • All of the top 50 free iOS and Android apps for which there is a Windows desktop app already exist as Windows Phone apps today.

In other words, if the theory is that sharing a code base across desktop and mobile will lead to desktop apps being ported to the mobile environment in greater numbers, within this sample at least this has no applicability at all. All the apps available on Windows PCs are already available on Windows Phone. A handful of the rest exist as websites on the desktop, but the vast majority simply don’t exist today on any flavor of Windows.

There are two important caveats here. Firstly, this analysis only looks at the top 50 apps, and a different pattern could theoretically emerge if one were to examine a longer list of apps. However, from what I’ve seen the patterns are broadly similar, and the same conclusions would apply. Secondly, this analysis focuses on the most popular apps, which are naturally dominated by consumer-facing applications and not those used in the enterprise. I do believe that there are cases where desktop apps exist for enterprises but not yet for Windows Phone, and in this case the theory behind Windows 10 may well have at least some applicability. But that’s a far cry from saying that Windows 10 will help to solve the app gap, which is fundamentally a consumer problem, not an enterprise one.

Having said all this, I’m very curious to see what Microsoft has to say this week with regard to the mobile flavor of Windows 10 in particular. I think it’s getting a lot right in Windows 10 more generally, but the real solution to fixing Windows Phone lies in making the platform more compelling to consumers, and not just at the low end where it’s currently so focused.

For further reading on Windows and Windows Phone:

An archive of all my previous posts from this site on Microsoft is here.

The Windows Phone app gap

Much has been written in the past about Windows Phone’s lack of apps compared with iOS and Android. Both Nokia and Microsoft have responded in the past with claims that quality and not quantity is what matters in an app store. Both arguments represent over-simplifications, and neither accurately captures the reality of what’s going on with the Windows Phone app store and its competitiveness with Android and iOS. This post is a summary of one of the major sections of a new report on the state of Windows Phone published by Jackdaw Research this week, which examines this question among others in depth. The report is available for free here, and I encourage interested readers to download it and read the whole thing.

The quantity gap

Windows Phone does suffer from a quantity gap versus both Android and iOS, which are essentially neck and neck in the app store stakes. On the one hand, Microsoft has done well to get out of the gate quickly and get a good number of apps on the platform in a short space of time – the chart below shows the number of apps on each of the three major platforms within the first 15 quarters following launch:

Major platforms first 15 quartersThe problem, of course, is that Windows Phone isn’t competing against those platforms 15 quarters from their launch – they launched considerably earlier, and the current situation is much less favorable:

Apps available in major storesWindows Phone continues to lag the other two major app stores (and even Apple’s iPad-specific list of apps) considerably, and the gap is widening rather than narrowing.

The quality gap

The frequent response from Nokia (before its acquisition by Microsoft) and from Microsoft itself has been that Android and iOS have thousands of apps no-one needs or uses, and that the real question is one of quality rather than quantity. But the problem is that Windows Phone suffers from a lack of quality as well as a quantity problem. There are several ways to look at that, so I’ll run through a few of them. Continue reading

Microsoft’s intertwined consumer and enterprise businesses

At the time Steve Ballmer’s retirement was announced, there were calls for Microsoft to be split up into two businesses, serving consumers and enterprises respectively. I believed then, and believe even more strongly now, that this is fundamentally flawed thinking, and the reason is that Microsoft’s consumer and enterprise businesses are deeply intertwined, to a great extent because Microsoft has wanted them to be.

Below is a slide from Microsoft’s 2013 Financial Analyst Day, which is intended to illustrate (in the diagram on the left) Microsoft’s three customer segments:

Microsoft's customer segments, from Financial Analyst Day 2013

Microsoft’s customer segments, from Financial Analyst Day 2013

The reality is that, while Microsoft does serve three audiences, they’re not the ones it shows in that chart, mostly because OEMs aren’t really customers, but channels to reaching either consumers or businesses. In reality, they are: