Microsoft's Chief Financial Office Peter Klein has revealed today that the company's only strategy when it comes to mobile devices is the current plan: pushing Windows Phone into the market with the "right set of experiences" and "the right price points" for customers. Speaking at the Goldman Sachs Technology and Internet Conference, Klein was asked about a 'Plan B' for mobile given Windows Phone's relative lack of success, and he responded by essentially saying there is no Plan B.
It's less 'Plan B' than how you execute on the current plan.... It's probably more nuanced than just you lower prices or raise prices. It's less a Plan B and more, how do you tweak your plan, how do you bring these things to market to make sure you have the right offerings at the right price points?
It appears as though Microsoft's current strategy for success is to push Windows software across all form factors, whether that be smartphones, tablets or traditional PCs. Klein said Microsoft was working closely with hardware manufacturers to ensure that Windows is present across a range of devices, and the similar experience that is offered on Windows 8, Windows RT and Windows Phone should hopefully drive consumers to want to be a part of the ecosystem.
Unfortunately this plan is slow-moving, as Microsoft has - at least right now - failed to capture a significant portion of the market. Windows Phone sales may have risen by 150% in Q4 2012, but the overall market share is still sitting around 3%, and depending on which source you look at, they're still behind BlackBerry. Microsoft still has a long way to go to build on that market share, but it appears Windows Phone and the unified ecosystem is the only way forward.