IDC Gives Credit to Microsoft for Creating Something Unique Rather than Replicating the Competition

FRAMINGHAM, MA – October 13, 2010 – IDC believes that Microsoft’s new mobile OS is positioned for success in both the consumer and enterprise spaces. Although it has taken some time to get Windows Phone 7 (WP7) to market, the company's timing with the holiday season is a huge opportunity. However, Microsoft needs to be successful on multiple tracks for this launch to reach its full potential.

First, and foremost, a compelling user experience is critical and from all accounts, Microsoft has done well there. Second, key partners are required for mass distribution. As announced, this is a global launch across 60 carriers in 30 countries. Third, marketing is critical in consumer markets and Microsoft is holding nothing back with reported Xbox-level marketing dollars, reported to be about $500 million. Fourth, applications will be critical and Microsoft is cajoling its huge developer network to write apps for the new platform. Lastly, timing and momentum will play an important role in determining Microsoft's fate in this market.

The new report, Break From the Past: Microsoft Introduces Windows Phone 7 Smartphones (Doc #lcUS22528910) argues that having all of these tracks running well will ensure success. However, failure on a number of these tracks could lead to derailment, similar to the Kin launch.

"The next 4-6 months are critical for Microsoft and 2011 will be a critical year for the company," said Stephen Drake, program vice president, Mobility and Telecom. "Microsoft has a small window to get consumers and individual-liable users excited about WP7 as a new set of competitive smartphones and tablets come to market in the early part of next year."

To learn more about the latest developments, best practices, and emerging trends in mobile operating systems, remote workers, individual- and corporate-liable devices, application development, migration strategies, and international outlook, join the discussion on the IDC Enterprise Mobility Blog. This blog serves as a cross-industry interactive dialogue to share valuable information and ideas, promote discussion, and bring together thought leaders in the areas of Enterprise Mobility. Contributing analysts include:

Matt Davis

* – Bundled servicesStephen Drake

* – Mobile enterprise softwareChris Lewis

* – Global mobile enterpriseCarrie MacGillivray

* – Mobile enterprise servicesNick McQuire

* – EMEA enterprise mobilityRohit Mehra

* – Enterprise wireless infrastructureCourtney Munroe

* – Mobile enterprise servicesWill Stofega

* – Mobile enterprise devices

The IDC Enterprise Mobility Blog is part of the IDC Insights Community, the leading global, interactive, online community for business and IT professionals to network, share, and engage around technology issues within the context of their business. Visit the IDC Insights Community at http://idc-insights-community.com [http://idc-insights-community.com].

About IDC:

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. For more than 46 years, IDC has provided strategic insights to help our clients achieve their key business objectives. IDC is a subsidiary of IDG, the world's leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com [http://www.idc.com].

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