Why is it that the Windows Phone 7 devices haven’t been doing well? Here’s your basic recap. 1) They’re new, and it’s always tough for the new kid. 2) They have practically no app market when compared to Android or iPhone. 3) While flashy, their new OS simply didn’t cut it when compared with iOS and Android. Well, Microsoft is certainly looking to “repair” each of these issues. A massive marketing campaign is solidifying their position in the market, their rate of growth in the app market is phenomenal, and — if recent rumors are to be believed — a new OS is being developed with mobile in mind.
According to a report by Mashable, we may just see a whole new OS from Microsoft at CES in January. This operating system would be one designed to function off of ARM chips — the microchip concept from ARM holdings that runs almost anything that ever goes mobile, ever.
The clunkiness of Windows Phone 7 for mobile may be based on Microsoft’s approach, not to software, but to processors. Windows platforms have been focused on the primary processors from Intel and AMD, optimizing their desktop system for these components. However, if optimized for ARM, devices would hypothetically see smoother functioning, better battery life, and even a drop in cost. For these and other reasons, the release of a new OS platform designed specifically for ARM would be a huge step forward.
This is a necessary shift if Microsoft is to see success in the world of mobility, where both its mobile phone success and upcoming tablet viability are in question. The shift would also allow Microsoft to develop improvements for its desktop and mobile OS with greater simultaneity, so the next rendition of the mobile operating system may not take a full four years to develop.
