Windows Phone
update
Market and Competitive Intelligence 25th Feb 2011, v 1.0
Core team: Päivi Heikinheimo, Tuomas Keränen, Markus
Ramstedt, Katja Saloranta, Marko Suoknuuti
Contributors: Peter Bryer, Jaakko Halme, Marko Karhiniemi,
Sarianna Luostarinen, Bruna Maltoni, Helena Pohjonen,
Ingrid Shi, Ville-Petteri Ukonaho, Sanna Vanhala, Nouri
Werdi
Market & Competitive Intelligence
About this document
PURPOSE: This document describes the current state of Windows
Ecosystem, of which Windows Phone is part of. The analysis aims to provide
an overview of the ecosystem to a large audience including higher level
implications to Nokia, found in the executive summary.
It is based on currently available materials and will be updated with new
findings going forward.
Specific, deeper and forward looking analysis is ongoing and will be
separately shared with relevant teams, respecting confidentiality of the
content.
Please visit the MCI Portal for the forthcoming updates and other materials on Windows Phone
Questions or comments: MCI on Socialcast or email the facilitator of this presentation.
Market & Competitive Intelligence
Executive summary
Windows phone is not just a device platform, it’s an integral part of an
ecosystem, consisting of e.g. Xbox, Bing, Windows Live and Zune
Windows phone has a fresh approach to the smartphone experience,
backed by industry heavy-hitters like Nokia, Microsoft and Samsung
Windows phone provides a very distinctive and compelling user
experience, on par with Android
Windows Phone has a strong social and entertainment story with
Facebook and Windows Live, leveraging Zune and Xbox Live
services
Windows phone is gaining significant developer appeal buoyed by the
commitment of Nokia to the platform
Key challenges with Windows Phone 7 are related to geographical
reach and lack of some key features like multitasking
Market & Competitive Intelligence
For Nokia Windows Phone is a
possibility to co-create a vibrant
ecosystem
Strategic
Key Developments
Implications to Nokia
Messages
Windows phone is not
just a device platform,
it’s an integral part of
an existing ecosystem
 WP7 is part of the Microsoft Windows 7 platform family
 Windows phone 7 links to wide appeal platfroms like
Exchange, Windows Live and Xbox
 Windows Phone opens up possibilities for new and more
credible value propositions around e.g. gaming and business
mobility
Windows phone is
backed by industry
heavy-hitters
 In addition to Nokia, Samsung, LG, HTC, and Dell have
launched WP7 devices
 Acer and Asus are likely to launch devices as well
 Windows Phone has a possibility to become a vibrant
ecosystem with many credible players in it
 Differentiation needs to be carefully considered from
ecosystem, brand, and devices/services perspectives
Windows phone
provides a very
distinctive and
compelling user
experience
 In UX123 evaluation Windows phone score s on par with
 Nokia now has access to a very compelling, fresh user
vanilla Android . iOs is still superior.
experience that can be used as a marketing asset
 Initial consumer reactions to the Windows Phone UI have been  Possibilities for UI differentiation are still limited and Nokia
very positive
needs to have a strategy on visual differentiation to make sure
our needs are met by the platform
Windows Phone has a
strong social and
entertainment story
 Windows Phone has a well-executed Facebook integration
 Windows Phone supports social gaming with the Xbox Live
service
 Music store is integrated inside the Marketplace
 Currently only Facebook is integrated, with Twitter integration
in the works
 Nokia has the possibility add regional appeal by integrating
locally relevant social networks to the platform
Windows phone is
gaining developer
appeal
 Silverlight is a Microsoft standard development environment
familiar to many developers
 XNA games development platform is also used on the Xbox
and Windows
 Developers need to re-design and re-write their
Symbian/MeeGo applications using new tools, application
framework and libraries from Microsoft
 Nokia needs to incentivize and encourage developers to
prioritize Windows Phone as a development platform
Key challenges are
related to missing core
functionality and HW
 Windows Phone currently lacks key functionality like copypaste, multitasking and wide language support
 Windows Phone currently supports only one core hardware
platform with fairly limited differentiation possibilities
 Due to relatively high HW requirements, WP devices are not
expected below 200€ trade price in 2011
 Nokia can leverage our extensive localization know how to
contribute to the success of the Windows Phone ecosystem
 Nokia needs to ensure that differentiation elements important
to us, like cameras, are supported by the platform
 Nokia needs to work with Microsoft to find ways to bring WP
devices to lower price points
Market & Competitive Intelligence
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
WP7 in Microsoft Context
PCs, Xbox 360, automotive, set
top boxes, media players, etc.
WP7
Local Application Functionality
Microsoft Cloud Services
Browser Apps
Microsoft End to End Services
Developer Frameworks and Tools
Windows SW platforms
Market & Competitive Intelligence
Service Platform
MSFT ecosystem services and developer
tools (1/2)
Service /
Tool
Scope
Target
users
Windows Live
Microsoft Live Identity, Hotmail (email,
contacts, calender), Live Messenger (IM,
chat), SkyDrive (network data storage),
Find My Phone
Consumers
Access to Live services via
browser and applications
(People Hub, Pictures Hub,
Calendar, Email, Office)
Xbox Live
Gaming platforms with multiplayer
support, social networking in the gaming
context (avatars, status messages, chat).
Games store.
Consumers
Mobile gaming platform.
Access to Xbox live services
via Games Hub (multiplayer
games, games store,
messaging)
Zune
Media player product family. Media store
(music, videos, etc). Desktop media
synchronization. Social networking in
music context. Smart playlists.
Consumers
Mobile media player. Access to
Zune services (currently music
store). Media sync with Zune
desktop.
Bing
Web search. Maps.
Consumers
Access to web search
(keyword search for News,
Web, Local) and maps (locate
yourself on a map, browse
map, get directions, search
places)
Market & Competitive Intelligence
WP7 Role
<Marko>
MSFT ecosystem services and developer
tools (2/2)
Service /
Tool
Scope
Target
users
Marketplace
Apps and Games downloads. Music, TV
series downloads and streaming
(geographical limitations).
Consumers
Marketplace Hub provides
access to Windows
Marketplace.
Microsoft Office
Office document editing (Word, Excel,
Powerpoint, OneNote), storing & sharing
(SharePoint, Live SkyDrive).
Enterprise
users,
Consumers
Office Hub provides means to
view, donwload, edit and sync
office document stored on
Microsoft SharePoint Server
2010, locally on the phone or
on SkyDrive.
Silverlight
Application framework for writing and
running e.g. business and media
applications. Main application framework
in WP7 and Embedded Automotive 7
platforms. Silverlight runtime is available
as a plug-in for most web browsers.
Development tools.
Application
developers
Silverlight is the main
application development
framework in WP7.
XNA
Managed run-time environment for
computer game development (in Xbox,
PC, WP7). Development tools.
Game
developers
XNA is the main game
development framework in
WP7.
8
Market & Competitive Intelligence
WP7 Role
<Marko>
Microsoft has multiple Windows Platforms
Service / Tool
Scope
WP 7 Linkage
Windows 7
Operating system for home and
business desktops, laptops, netbooks, tablet
PCs, and media center PCs
Media synchronization via Zune
Desktop.
Windows Phone
7
Operating system for Mobile Devices
(SmartPhones)
-
Windows
Embedded
Automotive 7
and
other Windows
Embedded
platforms
• Windows Embedded Automotive 7 for the
automotive industry (in-car media systems, head
units)
• Others: Windows Embedded CE (for a wide
range of small-footprint consumer and enterprise
devices), Windows Embedded Standard and
Enterprise, Windows Embedded Handheld
(purpose built handheld devices), NavReady
(portable navigation devices), Windows
Embedded POSReady (Point Of Service
devices), Winbdows Embedded Server (purpose9
built server HW).
Automotive:
• Shares the Silverlight application
development ecosystem with WP7
• Supports mobile device integration
including iPod, Zune and mp3 players
Market & Competitive Intelligence
<Marko>
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
Windows Phone is focused on developed
markets
Market place availability, 30 countries:
•
Europe: Austria, Belgium, Denmark, Finland,
France, Germany, Greece, Ireland, Italy,
Luxembourg, Netherlands, Norway, Poland,
Portugal, Russia, Spain, Sweden, Switzerland,
United Kingdom,
•
Americas: United States, Canada, Brazil
•
Asia: Australia, Hong Kong SAR, India, Japan,
Mexico, New Zealand, Singapore, Taiwan
Operator support:
•
60 operators have announced WP7 products
(e.g. VZW, CMCC, CU, CT, DCM missing)
Vendor support:
Language support:
•
•
Dell, HTC, LG, Samsung
English, French, Italian, German and Spanish
Cellular technology support:
•
WCDMA, CDMA Q1 2011
Market & Competitive Intelligence
For reference: iOS supports 28 languages, Android 55
Windows Phones are priced between 250 350EUR
HTC
LG
Samsung
Dell
Asus
300 EUR
rumored
250 EUR
Market & Competitive Intelligence
Windows Phone UI has three main screens
Lock Screen with
Notifications
(calendar events,
missed calls, emails,
etc)
Market & Competitive Intelligence
“Home” Screen with
Hubs / Live Tiles
Company Confidential. ©2010 Nokia
Applications &
Settings Screen
(alphabetically
ordered)
13
Windows phone experiences are built
around the unique concept of Hubs
People Hub
Music & Video Hub
Market & Competitive Intelligence
Office Hub
Pictures Hub
Games Hub
Company Confidential. ©2010 Nokia
14
Market Hub
Windows Phone User Experience scores better
than average, on par with vanilla Android 2.2
• UI is beautiful. Visual design is polished, distinctive and
memorable
•
•
Homescreen
The Windows Phone UI is among the best in the market – with more aesthetic
and functional delight than Android . Execution is close to iPhone.
The UI principles are comprehensively implemented in the interface and
create a fresh and clearly differentiated visual design.
• Hubs and Tiles provide basis for new seamless and effortless
experiences
•
•
•
•
Live Tiles deliver on the “Glance-able” UI promise – providing quick check of
notifications. Default live tiles exist for the most frequent user journeys.
Information is dynamic – e.g. unread mail notifications are reset every time
you open the inbox, meaning users are consistently shown the latest
information about notifications.
Hubs are a new interaction concept grouping common tasks with rich displays
of content.
Users have quick access to frequent tasks, local content and content
Hubs
available through integrated services. Strong use of visuals and typography
adds to emotional appeal.
Market & Competitive Intelligence
Source: UX123 expert panel review, Feb 2011
Tiles
Some issues around UX consistency and
hierarchy
Concerns:
• Issues in chrome, readability and visual hierarchy
•
•
•
While chrome no longer looks like system controls, the large application headings limit the usable
screen area.
Poor visual hierarchy in some applications – e.g. email
Photos in backdrop of Markets are distinctive and add emotional appeal, but create frequent
readability issues because of poor contrast between text and image.
Marketplace
• Coherence issues in Hardware and Software Search actions (hard key / soft key
search over internet / in-application
Email
16
Source: UX123 expert panel review, Feb 2011
Market & Competitive Intelligence
Windows Phone is seen as a challenger for
2011
•
2 million Windows Phone licenses sold by Microsoft in the first two months
with a sell-out of roughly 1 million to consumers, representing 1% market
share in Q4 2010 of the smartphone market.
•
Analyst consensus forecasts (prior to Nokia Microsoft announcement) for
Windows Phone shipments in 2011 is around 20M, indicating a smartphone
market share of 4%.
Total Cellular market volumes
in 2011(M units, trade price)
OS Market shares in Q4 2010 in
200-300EUR price band
WP addresses the
95M unit market in
2011
Android addresses a
market of 500M
units.
Market & Competitive Intelligence
Source: GfK and ITG Majestic, Nokia market forecast, SA, Gartner, Canalys
Windows Phone
will mainly fight
Android and RIM
products from a
price point of
view
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
Experience competitiveness
Ahead competition
•
On Par
Behind competition
Windows Phone excels in social, gaming and music experiences.
WP7
N8
iOS4
A2.2
Notes
Maps &
Navigation
Social
Gaming
Geographical reach
not considered
Music
Video
Search
Browsing
Messaging
Productivity
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
19
Maps & Navigation: No voice
guidance
Updated: Feb.22, 2011
Core functionality
Strengths
• Windows Phone 7 ships with Microsoft’s own Bing
Maps application and streams map data.
• Windows Phone 7 devices use aGPS, network, and
WiFi for positioning.
• Bing Maps offers drive and walk directions, but not
voice-guided turn-by-turn navigation.
• Search in Bing maps is done via voice or keypad
with results linking to directions, further info about
establishments including reviews, and phone
number.
• At least one operator, AT&T, sells Windows Phone
devices with premium location-based software
including FamilyMap (family tracking for $10/mo)
and AT&T Navigator based on TeleNav maps (voiceguided turn-by-turn navigation for $10/mo).
• Excellent pinch-zoom in maps. Very responsive.
• Step-through directions which shows the segment on the
map.
• Voice-based search is very accurate.
• Hard search key saves the user a step. Type ahead
makes search easier. Results appear with map “snippet.”
• Good contextual search. (ex. “Pizza” = local pizza
search.)
• Locations can be pinned to the homescreen providing
the user with a certain sense of closeness to that place
and making Bing Maps easier to start and use.
• Good integration across the device and to the web.
• Live and free traffic feeds.
Integration
•
•
•
•
•
Places can be pinned to the start screen.
Location can be easily sent via SMS and e-mail.
Addresses in contacts link to maps.
Addresses in calendar link to maps.
Integration from search results to directions, ratings,
phone number as well as the place on the map.
• Syncs to Bing Maps on the web using a Live
account.
Market & Competitive Intelligence
Weaknesses
• No voice-guided turn-by-turn navigation out-of-box.
• No map downloads/off-line usage.
• Some features of Bing Maps in iOS are actually better
than Bing Maps on Windows Phone 7.
• Limited layers. Ex: Geo-tagged photos don’t show on
maps. -WiFi positioning coverage appears to be limited.
• Lack of multi-tasking makes the use of the phone for
navigation & other LBS cumbersome.
• No social check-in via maps.
Social experience: Facebook integrated
Updated: Feb.22, 2011
Core functionality
Strengths
• Social integration is one of the stronger aspects of
Windows Phone 7. The line between cloud data and
device is very thin with this platform.
• One of the homescreen Live Tile hubs is “People
Hub” which leads to streams of people info
including:
• “All”: All Facebook, MS Live, and SIM
contacts
• “What’s New”: Latest status updates, PICS,
videos, and comments
• “Recent”
• Windows Live account is required for initial login.
Outlook, Facebook, Gmail and other POP or IMAP
accounts are supported and contacts and calendar
info can be synched as desired.
• Created content such as photos can be shared in
Facebook, on SkyDrive, and via messaging.
• People hub is fun to use. Very fluid. Very slick. Easy to
setup. No failures. A fresh approach that dares to be
different.
• Device & service really feel as if they have merged.
• Excellent filtering. Smart integration of web-based
contact info into the phonebook with ability to easily
“reject” any mistakes.
• Very strong Facebook support (MS is a FB shareholder).
• Opportunities for partners to create Live Tiles on the HS.
Integration
• Major social networking feeds (PICs too) are
automatically pulled into an individual’s phonebook
entry. Comments can be made from within the PB.
• Cloud-photos (FB, SkyDrive) appear in photo gallery.
• Contacts can be “pinned” to the homescreen.
• Comment & like directly from People Hub to FB.
• Status updates across FB & Live from “Me Hub”
• Clicking on addresses in phonebook brings forth
Market
Maps. & Competitive Intelligence
2
© 2011 Nokia
Weaknesses
• Somewhat –although not surprisingly– Windows Live
centric. MS is looking to leverage SkyDrive for auto
content storage.
• Apparently no support for “other” social networking
services, for ex, those used in some emerging markets.
Overall, WinPho is high-end (required Zune PC software
for ex, works only on XP+SP3 and Windows 7).
• Given the liveliness of the homescreen, some
homescreen notification details are surprisingly lacking
such as message headers, status feeds on “pinned”
people.
Search: Bing prominently visible
Core functionality
• All WP7 devices come with a hard key for search,
default search engine is Bing.
• Search results for Bing are categorized under three
topics: Web, news, and local
• Web: Generic results like Wikipedia
• News: latest results like blogs
• Local: results based on location
• The functionality of the search key is context
specific, with the functionality depending on the state
of the device
• On the home screen the key always opens
Bing
• Bing can be accessed everywhere by
pressing search key twice
• Search icon is also present in most
application as an on screen icon
Integrations
• Corporate address book and Google account lookup
from People hub
• Very few integrations done, search works inside
apps but no cross app (all mentions of of a person
etc) or device+cloud integrations (exchange server
side search, image recognition)
Market & Competitive Intelligence
Updated: Feb.22, 2011
Strengths
• Having a hard key for search makes it intuitive to use.
• Voice search available in Bing, but not in in-app
searches
• Context sensitive search available for most apps, like
contacts, Maps, email
Weaknesses
• Search provider cannot be changed by the user. Some
operators have customized search e.g. in browser to
default to Google or Yahoo, making the experience
inconsistent.
• The functionality of on screen and hard key search is not
consistent, sometimes the functionality is the same,
sometimes different.
• No universal search that would cover content of all apps
on the device
• E.g. people search only searches for names, not other
fields like “company”
• In marketplace, search always returns applications,
songs, playlists and artists with no possibility for filtering
e.g. only apps
Browsing: Good UI, lacks in capabilities
Core functionality
• Based on desktop Internet Explorer (WP IE
rendering engine is ‘halfway between’ IE7 and IE8
desktop versions)
• WP7 browsing experience is “basic” whereas iOS
and especially Android provide “high” and “ultimate”
experience. WP7 wins Symbian^3 browsing
experience
Integrations
• Predictive email address input when sending URL
• Addresses, phone numbers actionable (map and
call. note! seems to be region specific)
Future developments
• Microsoft will add an improved version of IE 9 to
WP7 2H2011. The mobile browser will provide the
same support for web standards and hardwareaccelerated graphics as the desktop version of IE 9.
They promise “dramatically improved browser
experience”, including HTML5 support.
• WP 7 does not currently support Adobe Flash but it
has been announced that 10.1 be available at some
point.
• Copy and paste functionality via first major update,
coming in P3/2011.
Market & Competitive Intelligence
Updated: Feb.22, 2011
Strengths
• Browser built from desktop based codebase
• High WVGA resolution in all WP devices makes
browsing experience better
• Pinch Zoom, panning, double-tap supported
• URL-field also serves as a Bing-search field. Search
results has two pages- one showing the overall search
results and the other one showing any news items
related to the search term.
• Web address suggestion/anticipation in URL
• Back/forward steps
• Multiple web pages can be open at the same time
• Shortcuts to home sceen supported (pin to start)
• Web page can be sent via SMS, email
• UX score for WP7 platform is ”good value”
Weaknesses
• Windows Phone 7 Internet Explorer does not use most
popular mobile browser rendering engine Webkit
• No text reflow, no copy/paste, no Flash, no Silverlight
nor HTML5 support
• Scored poorly in ACID3 compliance test for JavaScript.
• URL field works only in portrait mode.
• No browser view optimization when page downloading
• No RSS feed support
• No support for advanced browser features such as offline applications or off-line data storage, geolocation or
Canvas.
Unified Messaging: email and
Outlook, calendar and messaging Updated: Feb.22, 2011
basicsCore
right
Strengths
functionality
• Easy email setup with configuration options, can synch
also calendar and contacts for each account
• Windows Phone 7 can sync with Exchange 2010, 2007,
and Exchange Online and supports POP3 and IMAP mail
accounts.
• Message preview only available in main email inbox view
with just one line not on the email account homescreen tile
• Can see unread, tagged, flagged email messages right
away
• Can save email to folders but cannot create new ones
• Good support for meeting invites, can create, edit, reply,
fwd
• Supports for multiple Exchange accounts
• Calendar is one of the tiles in Start screen. Offers
combined calendar in one view with different color coding.
• Contacts are integrated into people hub (separate slide)
• Messaging experience simple and seamless, with
threaded view and MMS capability but same colors for
participants
Integration
• Clear integration of contacts with SN – People Hub
• Calendars appointments connected with location via Maps
• Windows Live to access SkyDrive for sharing
• Messaging, Media and Bing apps are integrated
• Outlook and Office integration
• Exchange can integrate with other MS applications
•Market
Can email&orCompetitive
text pictures from the
Pictures Menu
Intelligence
2
© 2011 Nokia
• People hub is an innovative way to
concentrate your contacts from emails and
SN
• Very simple and intuitive way to view email,
calendars
• Very simple and seamless messaging
• Support for multiple exchange accounts
• Outlook Mobile 2010 is default email client
Weaknesses
• No unified inbox. Every email account has its
own widget and a tile on Homescreen
• Lack of threaded messaging across emails
and SMS, only SMS threaded messaging.
• Can only synchronize main calendars
• No out of office support
• Cannot cancel meetings
• No real multitasking with 3rd party apps but
will be solved soon. Same with cut and paste
• Lack of SWYPE and rich text input
• No voice transcript of text messages or
voicemails, available by 3rd party competitors
• Lacking homescreen notification details.
Need to go to specific tile homescreen for
details
• Cannot download attachments from calendar
Productivity: DM, security, Sync, and
connectivity are surprisingly weak Updated: Feb.22, 2011
Core functionality
• Desktop synchronization required only via Zune
• Complies with modest number of EAS policies:
Password Required, Password Expiration, Password
History, Allow Simple Password, Minimum Password
Length, Idle Timeout Frequency/Value, Device Wipe
Threshold/Codeword Frequency, and Remote
Device Wipe
• Free Find my phone service on Windows Live, user
can ring, lock erase and locate phone and post
“Please return me” message
• No support for removable SD cards
• Lack of device and storage card encryption
• Lack of VPN client. Can access documents via
SharePoint 2010 but needs Microsoft's Forefront
UAG
• Secure transmission of data from WP7 using 128-bit
or 256-bit SSL encryption
• Applications and app storage isolation to prevent
electronic attacks to underlying OS or functionalities
• Windows Phone 7 doesn't allow you to access data
on the phone by linking it to a computer
• Does not allow tethering or network sharing
Integration
• Windows Live integration for Find Me and other
features like SkyDrive
• Zune desktop handles account and device
Market
& Competitive
Intelligence
management
settings
• Exchange Server with Outlook and Office
Strengths
• Tight Office integration
• Simplified collaboration from Office with
SkyDrive and Sharepoint
• Very simple EAS policies improve security and
device management
• Does not have to rely on 3rd party apps for
Remote Wipe/FindMe features
Weaknesses
• Supports limited number of EAS policies is a
major downside, which makes it a weak
contender to other OSs alternatives
• Lack of device and storage card encryption
• Lack of VPN client for corporate connectivity
• No ability to manage Windows Phone 7 through
System Center
• Desktop synchronization required only via Zune
• Apps signed and installed via Marketplace
• Cannot download attachments from calendar
items on WP7 devices
Office: True MSFT Office on mobile
Core functionality
• WP7 comes with a preloaded Office Hub, which
provides mobile versions of Office apps including Word,
Excel, PowerPoint, OneNote and SharePoint
• Office Hub has three key areas/functionalities:
• OneNote - Notes can be automatically
synchronized with Windows Live SkyDrive to be
stored online and access from anywhere
• Documents - Update and navigate your
documents
• SharePoint – Easy access and update to
information stored on SharePoint work space
• Can participate in a conference call while viewing live
slides broadcast (PPT slideshow capability). Powerpoint
slides cannot be created, can only be edited.
• Can create, edit and review Word and Excel files
• Can also use Outline to navigate documents
• Outlook Mobile, allows to quickly locate and respond to
email and stay on top of your calendar
Integration
• OneNote requires a free Windows Live ID to
synchronize online via SkyDrive to share files
• Also synchronizes and grants access to SharePoint
working spaces with access to these servers
• Integration/complements with new Business365 (former
BPOS) could apps and desktop Office apps
Market
& Competitive Intelligence
• Access Office apps via Outlook email and calendar
Updated: Feb.22, 2011
Strengths
• Tight Office integration and sharing capabilities with
desktop and online could be differentiating factor
• Great document viewing experience
• Option for TV out on devices allows for
• Big focus on collaboration from Office with SkyDrive and
Sharepoint
Weaknesses
• With several 3rd party apps offering similar capabilities,
Office Hub may not be sufficient to lure in business users
• Office Mobile, offers limited editing features:
• Can only edit PPT files and not create as with word
and Excel
• Word and Excel editing capabilites limited (e.g.:
limited font sizes and colours, no cut and paste)
• No details on coverting from Word to PDF
• Powerpoint slides cannot be created, can be edited.
• No integration with Lync was yet announced, expect to
come in upcoming OS releases
• To face strong competition from IBM Lotus Traveller
offerings
Xbox Live for Gaming: Social gaming flagship
Updated: Feb.22, 2011
Core functionality
•Games hub
•Games Spotlight (new games etc.),
•Gamer profile: Avatar, Previous Xbox Live account
game tag & scores, game log from console,
Social
Fun
•Can talk to friends or even challenge
them to a game. Games – Requests:
You Win / Nudge / Your Turn
•Can build or play with 3D Avatar from
Xbox Live (or create one) : dress, buy
clothes, can shake the phone to see
Avatar fall over
•Avatar changes replicated to Xbox
console
Integrations
•Integration with Xbox console : eg. Gamer profile,
Avatar, scores, game log
•Multiplayer games over Wifi
under development for
mobile device to console
Animated smart tile
with own
Avatar/Friend’s
Avatar when friend
invites to a game
Market & Competitive Intelligence
© 2008 Nokia
V1-Filename.ppt / YYYY-MM-DD / Initials
Strengths
• Integration with Xbox 360 console
•Social gaming
•Smooth gaming performance (with MS
recommended 1GHz CPU+GPU)
Weaknesses
•No multitasking
•Everything takes forever to load (eg. 3 min
to start playing in The Harvest),
Games
Hub
Zune for Music & Videos: Good music story
Updated: Feb.22, 2011
Core functionality
•Zune on WP7 about entertainment mobility: Stream music
or download media ,sync your stuff to take it with you.
Pitch
•Anywhere you go, Exactly as you like it,
Unlimited music (US: with ZunePass for
$15 per mth)
•Zune marketplace accessed via mobile or PC.
• Zune SW is used to manage the music and video
collection , to shop and download from the online Zune
Marketplace, to sync collection to (up to 3) Zune devices,
and to interact with others via Zune Social
Integrations
•Sync for all DRM free content from PC: Albums,
iTunes…
• From Start – tap Music + Videos
•Flick to Zune, then Marketplace
To stream/
•Find a song, album, artist, or playlist
download
1) by flicking left/right, browse, then tap
music to
the item or 2) Search, type in what is
mobile:
looking for
•Tap Play to preview or play a song
without downloading it
•Tap Buy to buy a song or album, then
To get music,
tap Download to get to mobile
podcasts,
videos,
• Need to download those first via
movies, TV
Zune to PC, and only after that to
sync the PC with mobile
shows
•User can sync music to up to 3 Zune
Market & Competitive
Intelligence
devices
2
© 2008 Nokia
V1-Filename.ppt / YYYY-MM-DD / Initials
Strengths
Music Hub
• Content integration with PC
•Relatively easy downloading
for music, Music Search
•Music: Swipe through
thumbnails to change tracks
•Link to Zune Social: Content
recommendation, keeps track of files swapped
with other users.
•11 million songs in MP3 format : now DRMfree. Music on Zune Marketplace from all of the
big music groups (EMI, Warner Music Group,
Sony BMG and Universal Music Group), as
well as smaller labels
•Also TV and movie content Premium from
big labels
FM Radio
Media
Zune: supported
formats
Audio
MP3, AAC,.mp4, .m4b,
.mov, WMA
Video
MPEG4, H.264, WMV,
ASF, AVI
Images
JPEG
•WebTV experience : PC to Mobile sync
needed to get videos, podcasts, TV shows.
Content
International
availability
•WP7 browser does not support (yet) the
browser interface to full Zune Marketplace
content via mobile device.
Music
US, UK, France, Italy,
Spain, Germany
Zune
Pass
US, UK, France, Italy,
Spain
TV and
podcast
US
Weaknesses
•Dependency on the Zune software
• Wide international reach not there yet
Marketplace for Applications: Social app store
Updated: Feb.22, 2011
Core functionality
•Marketplace hub for Applications, Games, Music
•Initial release 21st October 2010
•Applications by:
•Featured Applications
•Applications by genre
•New Releases
•Brief info, rating, and user reviews provided
on each application before purchase
•Share apps with friends
Strengths
•WP7 App Store growing at fastest rate
among all app stores (8200+ Feb´11)
• Try before you buy
•Info and peer reviews provided for each
application
•So far WP7 App Store has highest % of
low priced apps sold vs. other stores
•Support for credit card purchases,
operator billing, and ad-supported
content
Weaknesses
•#of apps vs. Apple and Google stores
•Many of the top apps publishers still not
on WP7 (eg Rovio) Most applications are
made by Microsoft
•No other application distribution and
management channels (such as OTA
push)
•All Marketplace functions are not
Integrations
globally supported/available – confusing
for the consumer
•Zune SW can be used to sync apps between
•Poor App store search
computer and Zune device
•Inability to view saved apps in
anything other than alphabetical view
Market & Competitive Intelligence
•Faulty search results eg. search
2 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
returns music as well as apps
Developers
1) earn 70% of revenue made
by their apps
or
2) can include an advertising
model built into their apps
(students can submit apps for
free through MS Dream Spark
program).
Zune is the PC-side Client for WP7
Updated: Feb.22, 2011
Core functionality
Now Playing
•
•
•
•
To manage PC/mobile content
Buy music, videos, applications
Get WP updates
My Social
• What friends are listening to, mark
favorite songs, message to friends
•Instant streaming of movies and TV shows
•Music: SmartDJ and Mixview
•SmartDJ:To create playlists from
collection or Zune Marketplace
•MixView: Graphical view of what is
being listened to
Integrations
• Single sign on with Windows Live, Xbox
Live
• With Zune Pass can stream unlimited
music to your PC, Windows Phone 7, and
Xbox 360 : The Zune SW syncs links PC to
Windows Phone 7 for music, videos,
pictures, and podcasts
Strengths
•Sync from mobile to PC and
vice versa
•Social content sharing and
recommendations
•Vibrant, modern UI
•Single sign on with Windows
Live, Xbox Live
• Try before you buy
Market & Competitive Intelligence
3
© 2008 Nokia
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Weaknesses
•Dependant on Zune SW
•Installation on PC and WP updates causing
user problems. In FAQ Top5:
•"Zune software doesn't support Windows
Service Pack 2“
•“Cannot update the SW on a Zune
device”
•“How to restore your Zune device SW”
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
WP7 utilizes ecosystem wide application
frameworks and development tools
Feature
Microsoft Solution
Application
development
frameworks
Silverlight 3.0
• Rapid creation of mobile applications with readymade UI controls
XNA
• High performance game framework for developing 2D and 3D games
• Game specific run loops with graphics capabilities
Both programming frameworks are based on .NET Common Language Runtime. Common capabilities
include input, media, data storage, .NET, phone, and cloud services
Tools
WP7 developer tools include Visual Studio 2010 Express, Windows Phone Emulator, Silverlight for Windows
Phone, MSFT Expression Blend, and XNA Game Studio 4.0
Programming
Languages
Primary programming language is C#. Visual basic is also supported.
Fragmentation
Currently WP7 supports only one hardware device chassis aka form factor with reference design and
requirements – there is no HW fragmentation
Cross platform
development
• Silverlight technology is reused from Windows and Web (Silverlight browser plug-ins). However, UI
paradigm on WP7 is so different that PC/browser applications cannot be directly run on windows phone.
• XNA technology is adopted and optimized from Xbox 360 and PC games development to mobile use in WP7
and Zune HD
• Existing Symbian and MeeGo applications do not run on WP7. As of today, there are no plans to include Qt
support on WP7. Application UIs will require complete redesign. Programmin language and API libraries are
different from Symbian and Meego. On a general level, code reusability is very limited even at the best case.
If application architecture is designed to be cross platform compatible from day one (compared to highly
platfom optimised structure), the porting effort is smaller.
Market & Competitive Intelligence
Applications are distributed via Marketplace.
Microsoft ecosystem supports in-app
advertising
Feature
Microsoft Solution
Store
• All applications are distributed via Windows Phone
Marketplace
• Marketplace may include OEM specific sections with
exclusive content
• Marketplace supports credit card purchases, operator billing,
and “try before buy”
• Marketplace has separate sections for applications, games
(Xbox marketplace) and music (Zune marketplace)
• Current Marketplace selection is 8000+ applications
Advertising
• In-app text and banner advertising is available with
Advertizing SDK for WP7. Ads are served by Microsoft’s
mobile Ad Exchange.
App Statistics
• Microsoft offers Business Intelligence tools for statistical
information about the applications
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
33
WP7 web browser follows desktop Internet
Explorer development with a delay
Feature
Microsoft Solution
Rendering
engine
• Windows Phone 7 Internet explorer does not use most popular open source mobile
browser rendering engine WebKit (used in e.g. iOS, Android, BBOS, Symbian, Meego). It
uses Microsoft proprietary engine (Trident), which means that feature development does
not follow other browsers.
Similarity with
desktop IE
versions
• Windows Phone 7 Internet Explorer rendering engine is based on IE7 with some IE8
features back-ported. This means that WP7 browser does not yet support new features
added in IE9.
• Microsoft will add an improved version of Internet Explorer 9 to Windows Phone 7 in the
second half of this year. The mobile browser will provide the same support for web
standards and hardware-accelerated graphics as the desktop version of the browser by
the same name.
HTML5 support
Windows Phone 7 currently has the most primitive support for HTML5 of all smart phone
platforms (HTML5test score 12 versus 196 in iOS4.2 or 211 in Browser8 for S^3). There
is no support e.g. for advanced browser features such as off-line applications or off-line
data storage, geo-location or canvas.
Plug-ins
• Windows Phone 7 does not currently support Adobe Flash. It has been announced that
Flash Player 10.1 will be released for Windows Phone 7, however it seems that these
plans have been delayed.
• Windows Phone 7 does not currently support Silverlight applications within Browser.
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
34
Software updates will be available directly
from Microsoft
Feature
Microsoft Solution
Delivery
channel
• Software updates will be delivered to Windows Phone users via
Microsoft Update, as is the case with other Windows operating
systems.
• Microsoft has the intention to directly update any phone running
Windows Phone 7 instead of relying on OEMs or carriers
Update
methods
• Windows Phone Updates are available both on the phone (for
smaller updates, over-the-air) and in the Zune PC software (for larger
updates via USB connection). In the future all updates, both large
and small, will eventually support over-the-air downloads.
• Microsoft plans to regularly ship minor updates that add missing
features throughout the year, and major updates once a year.
App updates
All third-party applications can be updated automatically from the
Windows Phone marketplace.
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
35
WP7 vs. Android vs. iOS ecosystem key
parameters
Key parameters
WP7
Android
iOS
Search (mobile share)
Bing (0.52%)
Google (97%)
Google (97%)
Search ads (Q4’10)
AdCentral ($0.69b)
AdWords ($8b)
AdWords ($8b)
In-app ads
WP7 Ad SDK
AdMob
iAds
Apps platform
Silverlight
XNA (games)
Dalvik
Playstation Suite
iOS
App Store (Distimo)
5k apps
135k apps
314k apps
Web platform
Internet Explorer
Webkit
Webkit
Smartphones (Canalys)
2m (1 quarter)
76m (8 quarters)
73m (8 quarters)
Complementary devices
for “experience ecosystem”
(multi-screen)
Xbox+Kinect (8m)
Xbox Live (30m)
(Zune)
(PC’s + Windows 7)
GalaxyTab (2m)
(Sony PSP, Playstations)
(Google TV)
iPod Touch (50m)
iPad (15m)
(iPod+iTunes) (300m)
(Apple TV)
(PC’s + MacOS )
Chipsets
Qualcomm
All ARM licensees (!)
Intel
Samsung/Apple
Market & Competitive Intelligence
Developer interest in Windows Phone is
picking up
Developer interest in Microsoft’s WP7 OS is on the rise, growing by eight percentage points to 36%, despite low sales.
Source: Market Intelligence Newsletter January 2011, 33rd issue
Market & Competitive Intelligence
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
38
Windows Phone is geared towards high end
•
Microsoft has a dictated minimum hardware specifications, or
”chassis”, including supported differention opportunities resulting in
predefined areas where manufacturer can truly differentiate
•
All currently available Windows Phone 7 devices use the 1GHz
single core Qualcomm Snapdragon QSD8x50 processor
•
Qualcomm is currently the only chipset vendor for Windows Phone
with one year exclusivity (to be verified when the exclusivity ends)
•
ST-Ericsson announced at MWC that they might be willing to start
supporting Windows Phone in the future
•
Due to relatively high HW requirements, WP devices are not
expected below 200€ trade price in 2011
Market & Competitive Intelligence
© 2008 Nokia
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/ YYYY-MM-DD / Initials
39
Lowest cost WP device is not competitive
above 250EUR in 2H 2011
• HW is not the strong point of Windows Phone and the competetiveness is mainly based on
software
• Current minimum configuration for WP7 chassis is not very competitive 1H2011 above 200EUR.
Device is mostly on par with hygienes or slightly under
• Graphics performance of first generation Snapdragon is currently not competitive
• Multimedia capabilities are fairly competitive with HD720p playback and recording but lack of
stabilization in high end video and missing support for surround audio lowers overall
competitiveness
• Lack of DLNA or HDMI lowers connectivity competitiveness
• 3.6” WVGA display is still competitive in mid range but not anymore in high range
Market & Competitive Intelligence
A fully loaded WP device has decent hw
for 200-300EUR price band in 2H 2011
Area
Differentiating
Display
Better technology sAMOLED, Size 4”
Camera
Larger sensor 8Mpix, Xenon flash
Memory
Bigger RAM/ROM/eMMC : 1GB/1GB/16GB
Audio
Dolby Mobile
Wireless connectivity
DLNA
Other
QWERTY
• Making device with maximum differentiation from minimum HW specs brings mid tier (200300EUR) competitiveness to suitable level. However:
• First generation Snapdragon is not suitable platform for high end device 2H2011 but
larger RAM improves situation a bit
• 16GB eMMC and 1GB oneNAND flash improve competitiveness in storage area
• Graphics is biggest bottlesneck in this configuration
• Dolby Mobile audio and 8Mpix camera improves multimedia competitiveness
• High end suffers from missing wired TV-out (HDMI or composite)
Market & Competitive Intelligence
Android high end has support for wider
range of new HW innovation
Area
WP7
Android
Display
3.6”-4.3” WVGA
3.5”-4.3” WVGA-QHD (WXGA
in tablets)
Gap in display resolution.
Processor
QSD8x50
QSD8x55, Tegra2, OMAP4,
Exynos
Android is already moving to dual core
Camera
Max 8Mpix, no
secondary camera
5-12Mpix, 3D cameras,
secondary cameras up to
2Mpix
Android is ahead in camera support
Multimedia
HD720p video
FullHD video, 3D video, HD
video for secondary camera
Android manufacturers have implemented
latest video support and new innovations
Memory
(RAM/ROM/eMMC)
RAM : 256-576MB
ROM(oneNAND) :
512MB
eMMC : 8-16GB
RAM : 512-1024MB
ROM(oneNAND) : 512MB2GB
eMMC : 8-16GB, microSD
card
Android devices are already going to DDR2
RAM and have bigger OneNAND flashes.
Android devices have expandability option
Cellular
(HSDPA/HSUPA)
7.2Mbps/5.76Mbps
14.4-21.1Mbps/5-76Mbps,
LTE
Android devices are already moving to
HSPA+ cellular speeds and LTE
Connectivity
USB, BT2.1, WLAN
b/g/n
USB, TV-out, HDMI, BT3.0,
WLAN b/g/n, WiFi direct,
DLNA
Android devices have full range of
connectivity options
Form factor
Smartphones only
Smartphones and tablets
Android can be used for tablets
Market & Competitive Intelligence
Table of Contents
Introduction to MSFT ecosystem
Windows Phone overview
Windows Phone experience benchmarks
Windows Phone as an application platform
Windows Phone hardware
Consumer Analysis and feedback
Market & Competitive Intelligence
43
Consumer sentiment about WP7 seems
positive
• Brand loyalty among US smart phone buyers does not
seem very high; no strong affinity felt towards any brand.
• WP7/Windows –link is not evident to consumers; they do
not connect WP7 with Windows computing platforms.
• Hence, as a purchase driver, Windows name held only
nominal appeal. Most confirm they purchased their device
based on other factors including service provider, sales
reps recommendation, intuitiveness/ease of use, price, as
well as appealing look & feel with high perceived quality.
• Adjusting to WP7 platform is found easy, regardless of
previous OS, assisted by simple-to-navigate home
screen.
• Intuitive Bing search and seamless integration of MS
Office Suite were seen as other major benefits.
Extracts fro m study prepared by Group SJR for NA Marketing Insights
Market & Competitive Intelligence
Project Date: December 2010
44
This phone truly
defines “Smartphone”
– Male, NYC
It just seemed easy
to use right
away…less
complicated than
other devices
(Female, 28)
Survey methodology:
• 4 Dyads / Mini-Groups (2-4 people)
• Windows 7 Phone Owners
• Groups were conducted in San
Francisco and New York
• Research Partner: Group SJR (NYC)
Consumers’ future desires include some
development areas for WP7
• Opinions about WP7 speed were polarized; the
platform was smooth and swift for some but jumpy,
slow and faulty for others.
• Weaknesses brought up included:
• poor battery life across all WP7 manufacturers
(attributed to OS),
• a limited application store, and
• frequent freezing
• Despite any difficulties or complaints, most surveyed
consumers felt that they would and could own
another WP7 device.
HTC
Surround
(AT&T)
Samsung
LG Quantum
Focus (AT&T)
(AT&T)
The battery is a problem, I
don’t know if it’s the touch
screen eating up a lot of
power but I think it’s the
OS
(Male, 29)
Survey methodology:
• 4 Dyads / Mini-Groups (2-4 people)
• Windows 7 Phone Owners
• Groups were conducted in San
Francisco and New York
Extracts fro m study prepared by Group SJR for NA Marketing Insights
Market & Competitive Intelligence
Project Date: December 2010
45
• Research Partner: Group SJR (NYC)
appendix
Market & Competitive Intelligence
WP7 device first
looks
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
47
HTC WP 7 devices | FIRST LOOK (1/2)
Trade Price: 230-350 €
Devices
Pitch
By HTC
Strength
First Look
• A diverse family of phones featuring Microsoft’s new
Windows Phone 7 platform and embodies the stand-out
design and innovation for which HTC has come to be
known.
•Each new phone includes the new HTC Hub that
complements the Windows Phone 7 Hub and Tile
experience
•Full suite of MS services: Zune, Xbox Live mobile, MS Market,
Office Editor/viewer including One Note, and Sharepoint
mobile, enhanced browser, Bing search and maps; MSN Live
Windows Phone 7 Hubs offer quick and easy access to a person’s latest
and most valuable information and include People, Pictures, Games,
Music & Video, Office and Marketplace content. Also integrates with
many popular Microsoft consumer services such as Xbox LIVE,
Windows Live, Bing and Zune.
HTC differentiation : an HTC Hub which provides an exclusive series of
applications and utilities that include a new weather and stocks
application and a new photo enhancer that enables a person to apply
special effects before sharing photos with friends.
Gaming experience a breeze : All devices are equipped with Snapdragon
1Ghz processor and huge (3.8-4.3”) high resolution screens.
•People Hub - offer quick and easy access to a person’s latest
and most valuable information and include People, Pictures,
Games, Music & Video, Office and Marketplace content.
•Impressive mid tier HW specs : huge screen; WiFi; GPS+,
motion sensor, 5MPx, 720p HD video
•Integrated kickstand with Dolby Mobile Surround Sound
Weakness
Target
Take out for Nokia
•No second camera
•OS licensing royalty – hence limited OEM customization
•
Microsoft has put a lot of effort into the design of the Windows
Phone 7 user interface. Over-the-air synchronisation and the
Xbox Live platform are two items that could provide Microsoft
with an edge over competition, while its integrated social
phonebook and 'tiles' design are likely to improve over the next
software releases.
•
Limited market impact on HTC volumes. No Sense UI overlay
as Microsoft had reduced customization. Lack of differentiation
as compared with other OEMs since experiences offerings
would be relatively similar .
•Mid-high end Windows devices : LG: Optimus 7; Acer neotouch
series
•Nokia : Tasman (C7), Vasco (N8)
Market
Impact
•Market impact : Low>Mid . Most devices will be available
across the regions by Q4 /10 and mainly sold through
operators.
Market & Competitive Intelligence
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/ YYYY-MM-DD / Initials
48
HTC WP7 devices
Apps Score
5 4
Device
4
5 4 4 2 0
5 4
HTC 7 Surround
4
5 4
5 4 4 2 0
HTC 7 Mozart
4
5 4 4 2 0
5 4
HTC 7 Trophy
4
5 4 4 2 0
HTC 7 Pro
5 4
4
5 4 4 2 0
HTC HD7
Touch mono-block; with
slideout surround speakers
Touch mono-block
Touch mono-block
Touch-QWERTY slider
Touch mono-block
119.7x61.5x12.97mm, 165g
119 x 60.2 x 11.9mm, 130g
118.5 x 61.5 x 12mm, 140g
117.5 x 59 x 15.5mm, 185g
122 x 68 x 11.2mm, 162g
3.8” WVGA capacitive touch,
Accelerometer & Proximity
sensor, pinch-to-zoom
3.7” S-LCD WVGA capacitive
touch; Accelerometer &
Proximity sensor, multitouch/ pinch-to-zoom
3.8” S-LCD WVGA
capacitive touch;
Accelerometer & Proximity
sensor, multi-touch/ pinch-tozoom
3.6” WVGA capacitive touch;
A elerometer & Proximity
sensor, multi-touch/ pinchto-zoom
4.3” S-LCD WVGA
capacitive touch; A
elerometer & Proximity
sensor, pinch-to-zoom
Camera
5 MPx, AF, LED flash, video
720p HD
8MPx, AF, Xenon flash;
video 720p HD;geotagging;
face detection
5 MPx, AF, LED flash; video
720p HD, geotagging, face
detection
5 MPx, AF, LED flash; video
720p HD, Geotagging, face
dectection
5 Mpx, AF, dual-LED
flash, video 720p HD,
geotagging
Memory
448MB RAM, 512MB ROM,
16GB on board
576MB RAM, 512 MB ROM,
8GB on board
576MB RAM, 512MB ROM,
8GB on board
448RM RAM, 512MB ROM,
8GB on board
576MB RAM, 512MB
ROM, 8GB/16GB on
board
Connectivity
HSDPA 7.2/ HSUPA 2Mbps,
BT2.1 A2DP
HSDPA 7.2/HSUPA2 Mbps,
BT2.1 A2DP
HSDPA 7.2/HUSPA 2Mpbs
BT2.1 A2DP
HSDPA 7.2/HSUPA 2Mbps,
CDMA 3.1Mbps;
BT2.1A2DP
HSDPA 7.2/HUSPA
2Mpbs BT2.1 A2DP,
Trade Price
230€
350€
250€
250€
280€
Others
See common features +
Winphon7, SMS threaded
view, 1230mAh, Zune, Xbox
Live mobile games, Bing
search & maps; Windows
Live; AT&T services?;
Kickstand, SRS and Dolby
© 2008 Nokia
Mobile Surround sound
See common features ,+
Winphon 7, SMS threaded
view, 1300mAh, Zune, Xbox
Live mobile games, Bing
search & maps; Windows
Live; SRS and Dolby Mobile
Surround Sound
See common features ,+
Winphon 7, SMS threaded
view, 1300mAh, Zune, Xbox
Live mobile games, Bing
search & maps; Windows
Live; SRS and Dolby Mobile
Surround Sound
See common features +
Winphon 7, SMS threaded
view, 1500mAh, Zune, Xbox
Live mobile games, Bing
search & maps; Windows
Live; SRS and Dolby
Surround sound
See common features +
Winphon 7, SMS
threaded view, 1230mAh,
Zune, Xbox Live mobile
games, Bing search &
maps; Windows Live;
Dolby Mobile and SRS
Surround sound
Form Factor
Dimensions
Display,
sensors
Market
& Competitive Intelligence
49
V1-Filename.ppt / YYYY-MM-DD / Initials
Samsung WP 7 devices; i8700 Omnia 7 (& Focus) | FIRST LOOK (1/2)
Updated Nov.22, 2010
Trade Price: 230-350 €
Devices
First Look
• Samsung’s first WP7 devices; Global & AT&T US
• HW-wise, mostly Galaxy S variants (slight + or - )
•Your Life in Motion!
Pitch
By Samsung
•Premium entertainment experience on WP7
•Satisfying consumers with a choice of platforms that fit diverse
needs
To users + : Simplicity & effective UX around WP7’s 7 Hubs tiles to which core
of user information or experiences may be dynamically pinned from Apps or
usage level. Also integrates with many popular Microsoft consumer services
such as Xbox LIVE, Windows Live, Bing and Zune. Single UI/UX across
devices from OEMs & operators
To users - : Walled garden type of UX to MS Windows services ecosystem;
Zune, Bing, Windows Live, SkyDrive data storage, MS Market via Windows
Live ID log-in, limiting users freedom
Samsung differentiation: Now HUB like Daily Briefing on SS Android devices
Strength
Apps Score
3 4 3 5 4 3 3 4
N/Xseries
Weakness
Target
•Full suite of MS services: Zune music & video, Xbox Live
mobile, MS Market, Office Editor/viewer including One Note, and
Sharepoint mobile, enhanced browser, Bing search and maps,
MSN Live
To OEM: No ultimate innovation in HW/UI/UX/branding for OEM – model that
drives commoditization eventually
•People Hub from WP7 - offers quick and easy access to a
person’s latest and most valuable information and include People,
Pictures, Games, Music & Video, Office and Marketplace content.
Focus’ success highly depends on allocation of S-AMOLED display
To operators: Brings MS centric services integration in addition to possibility of
adaptation to operator services (AT&T services in Focus)
Depth reviews: i8700 by GSM Arena, Focus by Cnet,
•Top notch HW spec/features a la Galaxy S way w/ optimization
•Bunch of WP7 shortfalls; in comment box
Take out for Nokia
•No second camera, OS license fee, limited OEM customization
•
UI/UX with simplicity & relevance to user contents and services
could be an example to take into Nokia SW platforms
•Mid-high end Windows devices : HTC WP7 devices, LG: Optimus
7, Acer neotouch series
•
Best integration ever on MS mobile platforms of most of MS own
services & contents assets overall, forming an iPhone type of
closed but seamless user experiences in services
•
SS is being once more tied into SW platform vendor’s mandated
requirements that tie them up tight, in addition to Android model by
Google; UI/UX/Services/Branding/HW configuration
•
It is in Nokia’s merit on Symbian/MeeGo to have own room for
differentiation without dependency on those imposed unilateral
requirements by external solution vendors that eventually lead to
commoditization by Android / WP7
50
•
Proper reservation of core component is key to drive success in this
ambient of smartphone hype
•Nokia : Tasman (C7), Vasco (N8)
Market
Impact
•Market impact : Mid>High (C.net compares Focus vs iPhone in
terms of entertainment)
•Available across EU, APAC, US by Q4 /10
Market & Competitive Intelligence
© 2008 Nokia
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/ YYYY-MM-DD / Initials
Samsung WP7 devices vs Galaxy S on Android
Apps Score
3 4
3
5 4 3 3 4
3 4
3
5 3 5 4 5 4 4
5 4 3 3 4
I8700 Omnia 7, P10/2010
Focus –AT&T US, P11/2010
Touch mono-block
Touch mono-block
Touch mono-block
Dimensions
122.4 x 64.2 x 11 mm, 138.2 g
124.7 x 64.3 x 9.9 mm, 119.4g
122.4 x 64.2 x 9.9 mm, 119g
Display, sensors
See common
See common
See common + TouchWIZ 3.0
Camera
5 MPx, AF, LED flash, video 720p@25fps,
Geo-tagging, image stabilization, no 2nd
camera
5 MPx, AF, LED flash, video 720p@25fps,
Geo-tagging, image stabilization, no 2nd
camera?,
5 MPx, touch focus, NO LED flash; video
HD 720p@30fps, geotagging, face/smile
detection, 2nd camera,
Memory
8 or 16GB on board, ROM/RAM details not
known- likely similar to Focus, No mSD slot
support
576MB RAM, 512 MB ROM, 8GB on
board, mSD card slot for 32GB,
8 GB/16GB storage, 512 MB RAM, 2GB
ROM, mSD card slot for 32GB,
Connectivity
HSDPA 2b 7.2 Mbps; HSUPA, 5.76 Mbps,
WiFi b/g/n, BT2.1 A2DP
2.5G class 10, HSDPA 3b, 7.2/HSUPA 5
Mbps, BT2.1 A2DP
2.5G class 12, HSDPA 3b 7.2/HSUPA 5
Mbps, v3.0 with A2DP, DLNA,
Trade Price
280€ (U$200 retail w/ 2 years contracts)
280€ (U$200 retail w/ 2 years contracts)
280€
Others
See common features + WP7 OS,
Snapdragon QSD8250, No Java support,
MP4/H.264/H.263/WMV player,
MP3/WAV/WMA/eAAC+ player, Zune, Xbox
Live mobile games, Bing search & maps,
Windows Live, Now HUB
See common features + WP7 OS,
Snapdragon QSD8250, No Java support,
MP4/H.264/H.263/WMV player,
MP3/WAV/WMA/eAAC+ player, Zune, Xbox
Live mobile games, Bing search & maps,
Windows Live, AT&T U-verse Mobile,
NavigatorSM, FamilyMap, Radio,
myWireless, Now HUB
See common features + Android 2.1 &
upgradable, Swype SW, ARM Cortex A8
1GHz processor, Java support by 3rd
parties, Social networking integration, SS
HUB services (Social, Media, Readers,
Music), MP4/DivX/WMV/H.264/H.263
player, MP3/WAV/eAAC+/AC3/FLAC
player, TV Out, Video/Image editor, Flash
Lite 3.1, Voice memo/dial/commands,
Google Suites, Daily Briefing. Skiff
ebook,
Device
Form Factor
4” WVGA S-AMOLED capacitive touch 16M colors, Accelerometer & Proximity sensor, multi-touch & pinch-to-zoom, 1 GHz CPU,
GSM/GPRS/EDGE 4band, HSDPA 2~3band 7.2 Mbps; HSUPA, 5.76 Mbps, GPS + AGPS + digital compass, 3.5mm audio jack, FM Radio +
© 2008 Nokia
V1-Filename.ppt / YYYY-MM-DD / Initials
RDS, WiFi b/g/n, Push email, HTML browser, SMS threaded view, 1500mAh,
Market
& Competitive Intelligence
51
Common
I9000 Galaxy S Android
Gross Margin estimate for Samsung Focus, WP7
•
•
•
•
•
•
4.0 inch Super-AMOLED Display (480 x 800)
1 GHz Snapdragon Processor
1GB NAND (ROM) + 512MB DDR (RAM) + 8GB (MLC NAND)
5 MP Camera with 720 p / 23 fps Video Capture
Estimated sales start trade price 280-300€ in Europe
Current Retail Price (AT&T) = $99.99 with two year contract (min $15/month) or $399.99 no
commitment pricing
Estimated HW, accessories and SW Cost Totals
Main Electronic Assemblies
Battery Pack
Display(s)
Camera(s)
Touchscreen
Bluetooth Module
Non-Electronic Parts
Total HW BOM
WP7 licence fee
Total HW, accessories & SW licence
Market & Competitive Intelligence
Source: UMB – Tech Insights.
$
$
$
$
$
$
$
94.66
4.41
39.49
14.78
10.76
5.29
10.15
$184.10
$10
$194.10
or
142.72€
Gross Margin for Samsung Focus is
estimated to be 34% at the time of sales
start (300€ trade price) and 31% with trade
price 280€.
Trade price
300€
Trade price
280€
Device
margin (1BOM/ASP)
52%
49%
-Samsung
direct costs
18pp
52%-18
49%-18
GM
34%
31%
Low-end WP7 BOM cost + GM estimation
Samsung
Focus
4.0" WVGA SDisplay
AMOLED
Touch
4" C-Type
Camera
5MP AF, LED flash
Processor
QCM QSD8250
3G
2 band
1GB NAND +
Memory
512MB DDR
Mass storage
8GB
Battery
1500mAh Li-Ion
Accelerom,
Proximity,
Sensor
compass
Total BOM (USD) $194.10
Total BOM (EUR) €142.72
Trade price (EUR) €280
Device Margin 49%
Other direct cost 18%
Gross Margin
31%
HTC
Mozart 7 8GB
LG
E900 Optimus 7
Samsung
I8700 Omnia 7 8GB
4.0" WVGA S3.7" WVGA TFT
-$24.003.8" WVGA TFT
-$23.00 AMOLED
0.00
3.7" C-Type
-$0.603.8" C-Type
-$0.404" C-Type
0.00
8MP AF, Xenon flash +$7.055MP AF, LED flash
$0.005MP AF, LED flash
0.00
QCM QSD8250
$0.00QCM QSD8650
+$4.00QCM QSD8250
0.00
2 band
$0.003 band
+$0.502 band
0.00
1GB NAND + 512MB
1GB NAND +
1GB NAND +
DDR
$0.00 512MB DDR
$0.00 512MB DDR
0.00
8GB
$0.0016GB
+$10.508GB
0.00
1300mAh Li-Ion
-$0.901500mAh Li-Ion
0.001500mAh Li-Ion
0.00
Accelerom,
Accelerom,
Accelerom,
Proximity,
Proximity
-$0.40 Proximity, compass
0.00 compass
0.00
$175.25
$185.70
$194.10
€128.86
€136.54
€142.72
€245
€261
€279
47%
48%
49%
18%
18%
18%
29%
30%
31%
•Total BOM includes HW BOM + WP7 license fee (use 10$ as average)
•Other direct cost includes manufacturing + warranty + logistic cost
•Samsung Focus BOM cost is sourced from TechInsight teardown with some internal adjustment.
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
53
Summary of MS WP7 products HW, Feb 2011
Tot. 21 products
HTC (11 products)
Dell (4 product variants)
LG (4 products)
Samsung (2
products)
Notes
Display
Super LCD (24 bit/pixel)3.6 –
4.3” (480x800), PPI=217 - 259
Color AM-OLED (24
bit/pixel), 4.1” (480x800),
PPI= 228
Color TFT in 3 products+ one
color AM OLED 3.5- 3.8” (24
bit/pixel) (480x800), PPI= 246267
Supe AM-OLED (24
bit/pixel), 4” (480x800),
PPI= 233
All capacitive
multitouch,
resolution 480x800
Chipset
Qualcomm QSD8250, 1GHz,
Adreno 200 GPU
Qualcomm QSD8250,
1GHz, Adreno 200 GPU
Qualcomm QSD8250, 1GHz,
Adreno 200 GPU
Qualcomm QSD8250,
1GHz, Adreno 200 GPU
QC dominates with 65
nm stable IC tehnology,
however competition
uses chips with 45/40
nm (TI, Nvidia) already
RAM
448-576 MB
DDR SDRAM 512MB
256 - 512 MB
256 MB, other product:
no info
LG &Samsung:
smallest RAM
ROM/2nd ROM
512 MB/7.63 -15.258 MB
1GB/0 – 7.63GB - 15.258
GB
512 MB/0- 15.258GB
512 MB/7.6MB
Main /2nd
camera
One 8 Mp, and ten 5 Mp
products/no 2nd cam.
5 MP with AF and LED
flash/no 2nd cam.
5 MP with AF and LED flash/no
2nd cam.
5 MP with AF and LED
flash/no 2nd cam.
One 8 Mp (rest 5
Mp) main
camera/no 2nd
cameras
Cellular
Ten products: GSM:
850,900,1800, 1900, 3G: 850
or 900,1900,2100, HSDPA,
HSUPA
One CDMA 800/1900 product
GSM: 850,900,1800, 1900,
3G:900,2100, HSDPA,
HSUPA
GSM: 850,900,1800, 1900, 3G:
850 or 900,1900,2100, HSDPA,
HSUPA
GSM: 850,900,1800,
1900,
3G:900,1900,2100,
HSDPA, HSUPA
Only one ’CDMA
only’ product: HTC
Sprint HTC 7 Pro,
no HSPA+ products
A-GPS/FM with
RDS
Yes/no or no info onFM radio
Yes/Yes in all products
Yes/Yes in 3 out of 4 products
Yes/Yes in all products
FM RDS in 9 out of
21 products
Wlan/BT/USB
802.11 b,g,n/2.1+EDR/2.0
802.11 b,g,n/2.1+EDR/2.0
802.11 b,g /2.1+EDR/2.0
802.11 b,g/2.1+EDR/2.0
LG missing 802.11n
Application
sensors
4 (accelerometer, proximity,
light sensor and
magnetometer)
4 (accelerometer,
proximity, light sensor and
magnetometer)
4 (accelerometer, proximity, light
sensor and magnetometer)
4 (accelerometer,
proximity, light sensor
and magnetometer)
No gyroscope in
any of the products
Battery, mAh
Removable, LiON, 1230 - 1500
Removable, LiON, 1400
Removable, LiON, 1500
Removable, LiON, 1500
1500 mAh most
common battery
Thickness, mm
11.2 -15.5
14.9 (all products)
11.5 – 15.0
10 and 10.99
10 – 15.5 mm thick
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
54
Windows Phone User Experience is on par with Android 2.2
LG Optimus 7
Windows Phone 7
Google Nexus One
Android 2.1
-0.8
-0.7
-0.6
-0.5
-0.4
-0.3
-0.2
N97
Symbian ^1
0.0
N8
Symbian ^3 PS1
-2
0.2
0.3
HTC HD2
Windows
Mobile 6.5
+2
0
Among
the
worst
0.1
New
Industry
leader
Average
in
market
Completely
deficient
© 2011 Nokia - CONFIDENTIAL
-0.1
Among
the
best
55
0.4
0.5
iPhone 3GS
HTC Desire
iOS 3.x
Android 2.2 Sense UI
0.6
0.7
0.8
0.9
1.0
Palm Pre Plus
Samsung Galaxy S
Android 2.2
Scores are based on
assessing if the Solution UX is
Delightful, Seamless and Effortless then benchmarking against
top competitors’ scores and overall UX.
1.1
iPhone 4
iOS 4.x
1.2
Pricing of some of the currently available
WP7 phones
Due to HW requirements, the minimum trade price for WP7 based devices is
expected to be in the range on 200€ for 2011. Therefore not competing with low cost
Smartphones space with e.g. Android, which are expected to be available at 70€ trade
price range in 2012.
Year
Month
Brand
Product
2010
12
HTC
7 MOZART 8GB
2010
12
HTC
7 PRO
2010
12
HTC
2010
12
2010
Trade price
EUR
Earlier estimate of Q410
trade price (EUR)
270
305
-
300
7 TROPHY
258
250
HTC
HD7 8GB
316
320
12
HTC
SURROUND
271
260
2010
12
LG
C900 OPTIMUS 7Q
-
240
2010
12
LG
E 900 OPTIMUS 7
251
220
2010
12
LG
QUANTUM
272
2010
12
SAMSUNG
I 8700 OMNIA 7 8GB
308
300
2010
12
SAMSUNG
FOCUS
-
300
Market & Competitive Intelligence
-
Vendor commitment to Windows phone 7
Committed to WP7
Other platforms
Acer
Maybe
Android
Apple
No
Asus
Maybe
Android
Dell
Yes
Android
HTC
Yes
Android, Brew
LG
Yes
Android, proprietary
Huawei
No
Android, proprietary
HP
No
WebOS
Motorola
No
Android
Nokia
Yes
Symbian, MeeGo, S40,
S30
RIM
No
BB OS, QNX
Samsung
MarketEricsson
& Competitive Intelligence
Sony
Yes
Android, proprietary
No
Android, proprietary
iOS
WP7 in Microsoft Context, High Level View (Feb
2011)
Browser Apps
Local Application Functionality
Microsoft E2E Services
Windows Live: Sign in with Live Id, Sync Hotmail email, contacts, calendar, Upload images and notes to SkyDrive, Find My Phone, No Messenger
MSFT Office: Edit OneNotes & sync with Skydrive, Edit Word, Excel & PowerPoint), Access Sharepoint, Sync Outlook mail, contacts &
calendar
Zune Music and Videos: Sync media with Zune desktop (music, videos, etc). Browse and purchase music in Zune Markeplace.
Bing: Search the internet (local, news, web)
Xbox Live: Purchase games from Marketplace. Invite friends to play games. Create and edit avatars. View game scores. View friend status. Send
and receive messages.
Microsoft Marketplace: Apps and Games downloads. Music, TV series downloads and streaming (geographical limitations).
Developer Frameworks and Tools
Silverlight: Application development
XNA: Games development
Service Platform: Windows Azure cloud services platform,
Push Notifications API, Bing API (search), Bing Maps API
(location, maps, routes), Live APIs (Id, messenger, profiles),
etc
Tools: Visual Studio, XNA Game Studio, Expression Blend
HW support: Qualcomm
Snapdragon QSD8250 1 GHz 32 bit ARM CPU,
Adreno200 GPU, GPS
Desktop / Xbox
58
WP7
Market & Competitive Intelligence
Microsoft Cloud Services
Basic WP 7 SW platform capabilities
compared with MeeGo/Symbian (high level
view)
Feature
Microsoft Solution
WP7 additional
functionality
+ Availability of server side push notification framework. Only one persistent
connection to MSFT servers is needed to deliver notifications from servers to
any number of applications (battery savings). Framework can also pass
notifications to handset applications that are not open/running.
+ Availability of advertising SDK and ad network and ad network allows
application developers to embed ads in applications resulting in additional
revenue.
+ Maps viewer can be easily integrated to applications as a UI control (show
e.g. an address on map in any application).
WP7
limitations
- Multitasking for 3rd party developers missing (to be added 2H11).
Background applications will be in suspended state as in iOS.
- More limited APIs for accessing PIM information, camera, phone, and
messaging Bluetooth features. E.g. there is no video camera API limiting for
example augmented reality applications.
- More restricted sandbox for 3rd party developers. For example, 3rd party
applications cannot access the data of other apps.
Other
differences
No support for OpenGL ES. WP7 uses Direct X for 3D graphics HW
acceleration.
Market & Competitive Intelligence
Company Confidential. ©2010 Nokia
59