There may be a new Lumia flagship in the works, according to leaked details.
Since Microsoft officially replaced the Nokia Lumia brand with the Microsoft Lumia brand we haven’t seen a great deal of activity from the acquired smartphone division that brought us so many colourful Windows phones. We’ve seen a few here and there, mostly budget or mid-rangers aimed at the developing market, but the overall impression with handset launches since has been that of Microsoft working through the backlog of pre-planned devices that were too far along to be canned.
Then of course there’s been all the talk of Windows 10 and what that will mean for mobile, and on top of that there’s even been a few murmurs about Microsoft adopting Android. All of this is in the wake of the rise of new CEO Satya Nadella and the uncertainty of how he may be going about restructuring the company and altering its strategies behind the scenes.
After years and YEARS of trying, Microsoft – it seems – has finally given up the ghost and is seriously reigning in its mobile efforts. Microsoft on Wednesday confirmed 7,800 job cuts, “primarily in the phone business”.
Microsoft CEO Satya Nadella oversaw the axe as it swung and later confirmed a new three prong approach to mobile in a bid to try and make Microsoft relevant in the mobile space before, well, the end of time.
“I am committed to our first-party devices including phones. However, we need to focus our phone efforts in the near term while driving reinvention. We are moving from a strategy to grow a standalone phone business to a strategy to grow and create a vibrant Windows ecosystem that includes our first-party device family,” Nadella wrote in a letter to Microsoft employees.
He added: “We plan to narrow our focus to three customer segments where we can make unique contributions and where we can differentiate through the combination of our hardware and software. We’ll bring business customers the best management, security and productivity experiences they need; value phone buyers the communications services they want; and Windows fans the flagship devices they’ll love.”
Microsoft has previously stated that the Windows 10 launch will see the arrival of a new flagship phone running the platform.
But now Twitter source @Ricciolo1 had unearthed a few sneaky teasers – specifically an image of what is alleged to be the metal bodywork of a new Lumia device. The Tweet details that the bodywork is “slim” and “strong” specifying “GG4” which we assume to mean Gorilla Glass 4.
It also state it will be “FAST” (emphasis theirs), implying a next-gen processor, and pack Windows 10 for a “hot Autumn” with the hashtag #lumia. We don’t have any specifics on an exact date, or even the name for the device, though some are speculating Lumia 940 given the numeric progression of previous flagships.
“The mobile phone market has gone. Nadella realises this and is focusing on building integrated cloud platforms of services to ‘join up the dots’ of carriers, content and mobile devices. This is major surgery that is long overdue. Without diagnosing the failing of the Nokia technology platform investment, it’s clear Microsoft don’t have the scaling and user community to support it in a highly competitive market.
“The realignment of the Microsoft strategy is symptomatic of many large and smaller companies in 2015 looking to reposition themselves in the true digital economy. We have moved past the cloud computing, big data and social eras into a new ‘digital business’ landscape that is fully omni-channel – that is a seamless experience for the user on any device,” said Mark Skilton, of Warwick Business School.
“This market is an estimated of $8 trillion opportunity as companies use mobiles, the internet of things and cloud networks to create a new customer experience.
“It looks like Nadella will bring a stronger focus on what Microsoft does well in its own backyard of cloud ecosystems. Many companies have similar issues and want to consolidate their IT services into a strong customer experience delivery, building ‘connected customer journeys’. What happens next for Microsoft will be critical in providing joined-up cloud and service delivery now that the ‘shop window’ – the mobile – has been tossed away.”