The big loser this week, though, was Microsoft. Theyre simply not even part of the game. RIM looms large, as BlackBerrys continue to reign as the best-selling smartphones in the U.S. But Microsoft? Theyve got nothing. No interesting devices, weak sales, and a shrinking user base. Microsofts irrelevance is taken for granted.
Googles competitive focus on the iPhone at I/O was intense and scathing. But its Microsofts lunch theyre eating. Apples and RIMs game is selling the integrated whole their own devices, running their own software. Google is playing Microsofts game licensing a platform to many device makers.
The big problem for Microsoft is not that there isnt, in theory, room for more than one licensed mobile platform, but rather that Microsofts model hinges upon monopoly-sized market share. Apple could positively thrive with a long-term mobile market share of, say, 20-25 percent. In the PC industry, Apple generates an outsized share of the profits despite selling only 5 percent of the total units worldwide, because all of Apples PCs are in the middle and high price range of the market. In the phone industry today all mobile phones, not just smartphones Nokia sells more than 10 times as many units as Apple, but Apple generates more profit.
Microsoft cant afford for its mobile platform to account for just a sliver of the industrys unit sales. Their licensing model is all about volume low per-unit profits multiplied by an enormous number of units. Theyre not selling $400-600 phones, theyre selling $8-15 licenses for an OS.
But Google lets carriers and handset makers license Android for free. And not only has Google cut the bottom out of the market price-wise, by the time Windows Phone 7 phones actually come to market, Android will have two complete years of momentum and market share behind it.
Three years ago, just before the original iPhone shipped, heres what [Steve Ballmer said in an interview with USA Todays David Lieberman]:
Theres no chance that the iPhone is going to get any significant market share. No chance. Its a $500 subsidized item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, Id prefer to have our software in 60 percent or 70 percent or 80 percent of them, than I would to have 2 percent or 3 percent, which is what Apple might get.
Not only was he wrong about the iPhone, but he was even more wrong about Windows Mobile. Three years ago Ballmer was talking about 60, 70, 80 percent market share. This week, Gartner reported that Windows Mobile has dropped to 6.8 percent market share in worldwide smartphone sales, down dramatically from 10.2 percent a year ago. (The same report puts iPhone OS at 15.2 percent, and Android at 9.6.)
Microsoft cant undercut Android on price, and it seems increasingly unlikely that they can beat Android in terms of features or experience. They didnt warrant even a passing reference from Google at I/O. No chance, indeed.