Microsoft is attempting to assert itself as the third platform in the ever-growing smartphone market, which is currently dominated by Android and iOS. Although Windows Phone 8 may be far behind these two platforms at the moment in terms of sales, the operating system is making positive strides.
A Kantar Worldpanel ComTech report said that Android accounted for nearly 52 percent of global smartphone sales during a three-month period ending in April, followed by iOS with 41.4 percent and Windows Phone with 5.6 percent, with Windows Phone having grown 1.8 percent during the past year.
Of the consumers who purchased a Windows Phone during the past year, 42 percent upgraded from a feature phone, while a quarter did so from a previous Windows device and 23 percent upgraded from an Android-powered smartphone, the report said. Windows Phone had the strongest attraction among feature phone users compared to both Android and iOS.
Mary-Ann Parlato, analyst at Kantar Worldpanel ComTech, said the Windows Phone's growing popularity is more than simply capturing users who are upgrading from feature devices.
"Windows is also seeing success in the younger group. When looking at those who changed device, between 2011 and 2012 Windows was more successful at capturing older consumers aged 50-64," Parlato said. "But when looking at those changing now and in the last year, we're seeing Windows now gaining share among those aged 25-34."
Applications Marketplace is Critical for Windows Phone
The highly competitive smartphone industry is not only about operating systems, but the mobile applications that accompany these platforms. In addition to trying to catch up with Android and iOS, Windows Phone is also fighting off BlackBerry as a contender for the third most popular platform.
If Microsoft really wants to gain ground on Android and iOS, the company will have to continue to expand its mobile application marketplace. Some users may be hesitant to jump from Android or iOS to Windows Phone because there are not as many apps available for their particular demands.
A recent ABI Research report said that global mobile application revenue is projected to total $27 billion in 2013. The research firm explained that Windows Phone and BlackBerry are adding to their mobile application portfolios to compete with the likes of Android and iOS.
"Although Google's Android OS recently surpassed Apple in terms of total app numbers, iOS users continue to prove they're more willing to depart with their cash," said Josh Flood, senior analyst at ABI Research. "The revenue gap between the two leading OSes looks unlikely to close over the next 18 months."
Android and iOS are at the top of the ever-expanding smartphone mountain, offering robust mobile applications to boot. Users who are interested in creating their own apps can do so with Android controls and iOS controls that are native to these operating systems.
Those interested in taking advantage of similar capabilities with Windows Phone can also benefit from Windows Phone controls, which figure to become more popular as Microsoft's operating system is expected to continue its steady growth moving forward.
