The Windows Phone 7 Review
by Anand Lal Shimpi & Brian Klug on October 20, 2010 7:00 PM EST- Posted in
- Smartphones
- Windows Phone 7
- Microsoft
- Mobile
OEM/Carrier Customization: One Part Apple, One Part Google
For the past couple of years we’ve had two options at the forefront of the smartphone race. If you want the ability to choose your own device, customize your OS and run virtually anything you want to: Android has you covered. If you want more of an appliance experience and don’t mind giving up freedom in hardware choice or OS customization, there’s always the iPhone. Apple will never sell iOS on non-Apple hardware, and until Android 3.0 Google won’t enforce a consistent UI across all partners. Microsoft falls smack in the middle. If you weren’t totally happy with either option, Windows Phone may be what you’ve been looking for.
The OS and user experience are pretty much off limits for carriers and OEMs to customize. Microsoft will not allow any custom skinning or replacement of default apps. While Android lets you switch out the virtual keyboard software, Microsoft takes a more Apple-like approach and instead delivers what it believes is the only keyboard software you will need. Microsoft wants all Windows Phones to look and feel the same from a UI standpoint, so custom UIs are out. Don’t expect to see HTC’s Sense or Samsung’s TouchWiz permeate Microsoft’s latest OS.
Even hardware specs are pretty well dictated by Microsoft. All first generation Windows Phone 7 devices must use a Qualcomm Snapdragon SoC with Adreno 200 GPU, they must feature at least a 5MP camera and an 800 x 480 screen. A physical keyboard may be optional but all must implement Microsoft’s virtual keyboard via a capacitive multitouch screen.
There are three buttons that must be present along the bottom of the face of any Windows Phone: Back, Start and Search. The buttons must be present in that order, avoiding the confusion of reordered buttons we sometimes see on Android devices. The type of button is up to the OEM to decide: either capacitive touch or physical buttons can be used.
At the top left of any Windows Phone there must be a volume rocker. The top right has to have a power/lock button. The lower right has to have a physical camera button capable of waking the phone up from sleep and putting it directly into the camera app. Microsoft views the smartphone as the replacement for the point and shoot camera and thus Windows Phone needs to be able to function just as quickly as a P&S. Finally, all Windows Phones must have a 3.5” stereo audio out jack and support for headsets with three button integration. These are headsets similar to what Apple ships with the iPhone with button(s) on the cable itself.
Microsoft wants OEMs to compete based on hardware design. Windows Phones can take any shape and size, but they must meet these basic requirements. It’s Microsoft’s way of saying: feel free to differentiate, but don’t ruin what we’ve built.
With this approach Microsoft hopes to avoid the mistakes Google has made with Android, where there’s an inconsistent user experience going from HTC to Samsung to Motorola Android phones. It’s almost as if Microsoft is taking Apple’s approach and simply letting everyone build iPhones.
The OEMs are understandably nervous of what Microsoft is proposing. From what I’ve heard, Google is putting a lot of pressure on its partners to remain pro-Google. That combined with Microsoft’s unproven track record in this new smartphone world resulted in many OEMs shipping very conservative designs for their first Windows Phones. Many of these designs are recycled from previous phones. The Samsung Focus is a lot like the Samsung Captivate, and the HTC HD7 is very similar to the HD2. If Windows Phone gets enough traction, then (and only then) will we see riskier designs from Microsoft’s partners. If you’re wondering why there aren’t any truly sexy WP7 phones out at launch it’s just a matter of OEMs wanting to see if Microsoft really has a chance before committing to a more impressive design.
There’s also no carrier exclusivity here (although I suspect the Apple/AT&T deal is close to being over at this point). Microsoft is launching first in the US with AT&T, however T-Mobile and Sprint phones are forthcoming. Verizon is curiously absent, but if you paid attention to my Google pressure line above it’s not too surprising.
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AssBall - Thursday, October 21, 2010 - link
LOL! Yeah, I think he needs to lay off the Ritalin.morphologia - Thursday, October 21, 2010 - link
Seems to me you are creating the problem yourself by caring about it so much. No one is forcing you to take such exception to political imagery. All you have to do is not care and the problem magically vanishes.Sheesh.
Fleeb - Saturday, October 23, 2010 - link
I did not even noticed that there is a Pepsi billboard in there up until you mentioned it. :SExelius - Wednesday, October 20, 2010 - link
Given the head start Apple and Google have, what are Microsoft's prospects with the carriers?Carrier support is obviously very important with licensed models like WP7 and Android... As Google learned with the Nexus One, what are Microsoft's prospects in mobile? Verizon is highly invested in Android, so don't look for them to push Android phones heavily, and AT&T is still riding Apple's cash cow... I don't think the two platform's positions are a coincidence.
Furthermore, is Microsoft prepared to potentially be the #3 mobile platform long-term? And that's assuming they can get out in front of RIM. I don't know that they have a chance of catching Google or Apple (Microsoft as a consumer brand is probably irreparably damaged and Google and Apple are still very popular.)
anactoraaron - Wednesday, October 20, 2010 - link
this is the #1 reason that I have right now for buying a WP7 phone. "Microsoft needs to pay the bills"??? Are you serious!?!? So their profits on Windows and Office are only for spending 1 billion on advertising and we get to eat it on seeing ads when I am searching through my email??? I can't understand the justification on not blasting MS here on this... which of their competitors do this now? This opens a door full of feces that I would rather not touch... Imagine turning on your phone to be bombarded by 3-10 ads before you can use the phone... and it starts with consumers being ok with an ad here and there while you do things not web related on your phone... "xbox live brought to your WP7 phone by Applebees- tap here to find the nearest applebees while your game loads"NO WAY MS... good try though. I guess it's up to Nokia/Intel with their meego to get my hard earned money... I am not paying for those ads on my phone - no way no how.
Smilin - Monday, October 25, 2010 - link
Which of their competitors do this now?Apple and Google that I'm aware of. Settle down beavis.
mcnabney - Wednesday, October 20, 2010 - link
Consumers know of three key smartphone products right now - Apple, Android, and RIM. The people that do know about Microsoft's previous offerings are probably still bitter.How will Microsoft overcome this deficit? They actually don't offer anything more than a nice slick interface that runs integrated functions smoothly, but falters on Apps. They won't even benefit from the latest must-have hardware - the launch phones are essentially 6 month old equipment.
RIM has always banked on the business customer, Apple with the trendy, and Android got everyone else. Well, they all have mature products now. Android was able to gain traction due to the iPhone/AT&T exclusivity which made them the only 'consumer targeted' smartphone on the other three American carriers. That was key to Android's success. There is no longer a pent-up demand for Microsoft to attach itself to.
What wasn't mentioned in the article is the competitive landscape for these devices. They will be going against superior Android hardware and a new version of the Pre. I just don't see much demand for these outside of the Zune-faithful.
lwatcdr - Thursday, October 21, 2010 - link
Yep it all comes down to on thing.Is Windows Phone 7 better in every way than IOS and Android. Frankly WebOS is also a very good mobile platform but is not getting anywhere near the buzz that it should.
Just being as good as just isn't enough when your competitors have a huge lead.
For me the big thing that WP7 offers will be ZunePass. If you are a music person that could be a huge benefit and it is a really good service I hear. I just don't think these devices are good enough and the lack of apps is a huge barrier.
AssBall - Thursday, October 21, 2010 - link
Remember the microsoft compatibility though. This OS has the potential to make for excellent corporate phones.teohhanhui - Monday, October 25, 2010 - link
Latest must-have hardware? That won't really matter to the average consumer. (And higher raw performance doesn't necessarily translate into better responsiveness, which greatly affects the user's perception of performance.)