As Microsoft’s Windows Phone 7 push kicks into high gear ahead of the holidays, great devices like the HTC HD7 will help foster interest in the new smartphone operating system. Microsoft’s massive advertising campaign certainly won’t hurt either. Putting eyes on the new OS is only half the battle, however, as Microsoft struggles to regain mind share in a category it helped build a decade ago.
Times have changed since the introduction of Pocket PC 2000, and smartphone platforms now battle for billions rather than scrounging for scraps. The global market for smart devices has exploded and in the process, consumers have evolved. Pedigree isn’t enough for smartphone users anymore — the market is changing far too rapidly for major players to rely on blind allegiance to keep customers aboard. Apple has taken the industry by storm, Google’s Android OS is gaining market share at breakneck speeds, and successful platforms like Symbian and BlackBerry are on the verge of revitalization. Smartphone brands need to fight for users more today than ever before.
And on top of all this commotion in the industry, a new mobile currency has been born: apps. More →