Strengths

-          A quarter of a billion dollars to market the device

-          “Windows” is one of the most instantly recognizable brands in
the world - its success has been truly phenomenal
- Windows
Weaknesses:
-          Windows phone 7’s market share is on a decline, it took a dive
by 1.7%... (reference?)
-          Microsoft’s market share went from 9.7% to 8.0 %. Google –
market leader (31.2%), RIM (30.4%) and Apple (24.7%) still
maintain a large percentage of the market. (reference?)
-           Base on the failure of Kin ? which targeted at teenagers, WP 7
are focused on much broader swaths of consumers.

Opportunities:

 Microsoft's many hardware partners include Asus, Dell, Garmin, HP,

HTC, LG, Qualcomm, Samsung, Toshiba, and others. The company
plans to make the Windows Phone 7 Series OS available to all four
major U.S. carriers.
 Apps a lucrative opportunity for profit growth. According to IBISworld
(2010) Mobile Apps will generate a US$32 billion revenue by 2014
 IbisWorld (2010) also predicts that Smartphones currently represent
24% of the Market currently and this percentage is expected to grow
70% by 2015

Threats:

Windows Phone 7 is a very impressive effort. It brings a great-looking new design to

the market, along with powerful Office productivity and Zune entertainment features.
The XBox linkage is interesting, but really dependent on third parties writing
multiplayer games. Windows Phone 7 might cut into iPhone sales slightly, but it's
more of a threat to the chaotic Android consumer experience. What we have here is
an iPhone alternative with Apple's level of curation, but different priorities and
choices. Notice I'm not mentioning BlackBerry. Windows Phone doesn't match
BlackBerry's core messaging strengths yet, and I think enterprise buyers will want to
wait for the platform to settle down a little before evaluating it for big business
purchases.
The battle is now shifting to apps. Windows Phone 7 has the basic features to make
it in the marketplace. But Apple has a massive head start, and Android has huge
market share which could make it appealing. If Windows Phone can draw third-party
developers over from Android, it could sap some of that platform's energy. But it's
clear here that despite the rough edges, Microsoft is a mobile player again. Where is
this from? Is it an article from somewhere? Maybe condense it into clear dotpoints
Strength : Weakness:

-Developed applications and operating system -Microsoft market share is on a

with powerful service network such as MSN, decline.
Hub and Bing. -Not many apps yet as it is too
-Software products have high name young.
recognition, broad-based corporate and -Apps are poor.
consumer acceptance. -No multi-task, no Copy-Paste.
-Dominated OS with 90% market share. -Camera not optimal.
-Many manufacture co-operations, especially -
Nokia.
-

Opportunities: Threats:

-Smartphone industry is growing and Microsoft -Recession in Us a coupe years

is a strong brand. ago.
-Existing millions of Windows and Web -The success of Iphone and fast-
developers ready to support windows phone 7. rising adoption of Google Android
-User experiences based devices.
-

PEST analysis :

Political -Microsoft strictly controls Windows phone 7 due to the copyright

Factors policy.
-Sandbox policy for App developers.
-Trial policy leads to 10% of purchasing apps.

Economic -Rapid growth of Chinese and Indian economies leads to a higher

demand for Smartphones.
-Competition is increasing from Google and Apple’s smartphone.
-Past recessions couple of years ago.
-Face consumer demand for better value of money. (as the inflation )
---Higher disposable incomes than many years ago?

Social - Smartphone is popular and men spend a lot more for it ( $216 vs. $
189)
- iOS dominant in European Smartphone usage ( market share of
45%)
-35% smartphones users have  an annual income of $ 100,000 +
Technolog -Rapid technological changes, especially Cloud services.
y -High level of breach of copy right.
-Outsourcing products significantly reduce the costs.
-Innovation in design and user interface for Windows phone 7.
-Lack of “Multi-task, Tethering , HTML5” while Android and iOS are
fully supported.

Competitors analysis :

Five Forces :
MARKETING OBJECTIVES :

- To increase the Windows Smartphone 7 market share from 8% to 15%

- To co-operate with resellers such as Telstra and Optus  to gain leverage over our
competitors and increase awareness and trial for our product
- To negotiate with manufacturers to produce more phones with Windows 7
capabilities
- To encourage current Symbian users to switch to Windows operating system

( guys, this is just my ideas, i think people do not have a good thought about
Windows Phone, we should spend more for advertising, promotion and
positioning to gain market share and sales )

According to Mosaic Neighbourhood Classification, the most affluent families

(8.4%) and wealthy area with professional households (6.2%) are located in
urban and metropolitan area. They are in their middle-aged and most of them
own a family. These people are well-educated and work as professionals.
They have disposable income that can be spent on their leisure activities such
as sports, holidays and fine dining. Technology products is affordable for them
to manage time. Their life style is simple which meet our product attributions.
Roy Morgan Value Segments: “Visible Achievement” 5%

-       Practical and Realistic, search for most effective way of doing something.
-       heavy readers of magazines, particularly business related ones such as
BRW. National newspapers. The Australian, The Financial Review
-       Frequent flyers, mean they are readers of Qantas magazine
-       Light viewers of commercial television, SBS ABC
-       Enjoy lifestyle programs such as Domestic Blitz
-       They don’t flaunt their success

Among this segment, we can divide the target market into three groups in
order to communicate with different touch points effectively .

1. Existing Windows users

This group of audience have basic trust and loyalty to the brand. They
may rely heavily on Miscosoft Office to handle their work and very
familiar with the PC operated by Windows. Windows 7 phone is the
ideavice for professionals access documents on mobile phone. It is
likely for Mircosoft contacts them directly such as e-mail, mail or phone.
The main task for this group is to inform them Windows is now
 compatible with mobile phone which provides a wider range of choices
for consumers.

2. Existing touch screen mobile phone users

This group of audience are familiar with touch screen mobile phone
goes with other operation system such as Andriod and Apple.
However, Windows phone differentiate itself from others as a simple
and reliable mobile device that can manage time easier. The main task
is to provide trial and compare itself with competitors to allow better
understanding of different operation systems.

3. Other mobile phone users

This group of audience is using Symbian phone features with keypad
such as Blackberry or Nokia E series. It is a huge change from using
keypad to touch screen phone. However, product life cycle of Symbian
is declining. They key task here is to switch these users to touch
screen mobile phones. Trial is important to this group of audience to
get use and understand how does Windows phone works. Windows
features with simple interface is the easy way for them to get start.