Microsoft is making a sharp turn in its strategy for smartphones

Tomorrow's presentation of new smart phones will be the next Microsoft's efforts in building a successful mobile strategy. The new approach comes down to two words: Redefining success, writes Wall Street Journal.

Tech Spider:Microsoft is making a sharp turn in its strategy for smartphones

The event, which will take place in New York, Microsoft plans to announce at least two smartphone Lumia, which will be positioned in the highest class.

After many years of work on smart phones for the mass market Microsoft first focus on a particular niche, in particular on the business, where, as the company hopes, its smartphones will have a competitive advantage.

Microsoft's plan is based on the capabilities of the new operating system, Windows 10, who first joined the personal computers and mobile devices in a single system.

For decades, the company has used a franchise Windows, to control the main device users - PC. But since this function itself began to take smart phones, Microsoft was at a disadvantage.

Solution Redmond narrow focus reflects the undeniable facts: Windows Phone sold poorly and does not bring enough income. When Microsoft stepped into the market of mobile phones by means of absorption units Nokia, the US company stated that 2018 would be 15% of the smartphone market. Later, the company abandoned this ambition.

On average, Microsoft lost 12 cents of every smartphone sold during the quarter, which ended on 30 June. A month later, the software group admitted the mistake and announced a reduction of almost 8,000 employees, mainly those who are engaged in the mobile unit.

Microsoft CEO Satya Nadella said the cost-cutting measures and the decision to stop trying to sell more phones to help companies reduce losses. Microsoft will work towards more effective and more targeted range of smartphones, Nadella said in an interview for Wall Street Journal in July.

Skeptics argue that reducing the ambition is not so much a choice as a necessity. Supporters of the company believe that Microsoft has a significant advantage - you can use Windows 10, to stimulate interest in smartphones with Windows.

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