Microsoft is not giving up on Windows Phone, according to marketing exec

Sean Michael


There’s been wailing and gnashing at teeth towards Microsoft not placing a heavy emphasis on Windows 10 Mobile at Build and in general. Terry Myerson admitted to the Verge that Windows Phone isn’t a focus at the moment but that doesn’t mean Microsoft doesn’t care about it.

Aaron Woodman, Senior Director of Windows Marketing, spoke with the Russian website Hi-Tech (via Softpedia) about Windows 10 Mobile and its competition. A key message he shared is that Microsoft is “not giving up.”

Woodman is open in his remarks (which were translated so excuse any grammar mistakes) admitting “Let’s be honest, we could have been better.” While he sees that Android and iOS are successful he also views business as an important area for Windows Phone “I am convinced that the greatest success for Windows Phone available in the business segment.” He also points out that Windows Phone has varying degrees of success in different countries including a higher market share in Russia than in many other countries.

He continues throughout the interview to touch on various Microsoft related topics. It’s certainly worth the read as the interviewer is, let’s say candid with his questions (he asks if Microsoft can apply the experience of pornography in virtual reality to their own company).

Microsoft has certainly taken a controversial path when it comes to Windows 10 Mobile. While they place heavy emphasis on cloud computing, Windows 10, and HoloLens at their events, they seem content to let Windows 10 Mobile develop in the background. With Windows Phone already lagging behind significantly many fans want more of a push, not less.

Time will tell if Microsoft can pull Windows Phone out of the ashes. Customers are tricky people to convince to change their buying habits and Microsoft is going to have to move at least a few mountains to increase their market share.

For now though, fans can take solace in the fact that Microsoft isn’t killing the platform as some had suggested. Between Myerson’s comments and this interview with Woodman it’s clear that while it isn’t a focus, Microsoft isn’t giving up on the platform.