HTC and Samsung appear to be getting set to give Nokia a run for their money in the Windows phone market, with HTC releasing two new Windows Mango models at the IFA show in Berlin.
The HTC Titan and Radar phones are due to be launched in Australia in October, shortly afterwards Nokia is expected to launch their new models as Microsoft has another go at taking on Google and Apple.
Microsoft believe they can capture 20% of market share with the company set to invest millions of dollars in the training of “hundreds” of carrier sales staff.
Samsung has said that they will have at least two new Windows phones in the market.
12 months ago Microsoft took a similar approach, investing millions in marketing and training only to capture 1.6% of the market.
The new HTC Titan model will have 4.7in display and is tipped to be pricier than the new Apple iPhone.
Read: HTC goes Windows Mango To Samsung’s Android
Horace Dediu, a former Nokia executive who now runs the independent consultancy Asymco told the Daily Telegraph in the UK that in the US Android and iOS phones cumulatively outnumber Windows Phone devices – which there have a 4.5% share – by 12 to one: “To become the largest mobile platform in the US, as some analysts are predicting, Microsoft has a 12:1 disadvantage that looks to continue to grow. Those are some pretty tough odds.”
Achim Berg, Microsoft’s head of Windows Phone marketing, told Bloomberg that market analysts forecasts the operating system will have a 20% share by 2015 are conservative – even though it is languishing with a 1.6% world market share in the second quarter of the year, according to the analysts Gartner.
“This is a completely new platform, it takes time,” Berg told Bloomberg. “It took time with Android, it took time with Apple. We have to demonstrate that we’re very capable and that we have the fastest and easiest phone.” Part of that effort will involve tutoring shop staff selling the handsets in how to show off the phones to best effect” he said
Other analysts say that Windows Phone has a mountain to climb in order to reach the aim expressed by Stephen Elop, chief executive of Nokia – which will use Windows Phone in forthcoming smartphones – of becoming the “third ecosystem” in the field alongside Google’s Android and Apple’s iOS.
Microsoft currently holds about six percent of the smartphone market, while Android is on track to be king of the world, according to Gartner. The research firm released a report in April that suggested Android would grow from 39 percent in 2011 to 49 percent in 2015, while Microsoft is expected to rise to 20 percent.
While some analysts are tipping that the Windows market will grow, several have said that Samsung and HTC could be the vendors who carve out market share at the expense of Nokia.