updated 01:55 pm EDT, Tue September 20, 2011
NPD shows possible high interest in Windows Phone
NPD's Connected Intelligence in a new study showed major shifts underway in smartphone interest that could play into Microsoft's hands, not just Google's. While Android was still the primary choice for users, about 44 percent of those who either had or wanted a smartphone were at least considering a Windows Phone device. Android's main success was with BlackBerry users, where a third were considering defecting to Android for their next model.
Simultaneously, however, Microsoft faced a steeper challenge than most in simply getting recognition. About 45 percent of the total answering base didn't know Windows Phone existed. Nearly half of those who wanted a smartphone but didn't want Windows Phone, 46 percent, said they didn't know enough about the OS to make a decision.
Apple has remained largely secure with about a fifth overall already planning to get an iPhone again.
The situation has created one of potential for Microsoft but also underscores the ineffectiveness of Microsoft's campaign so far. Despite spending $500 million just last fall in marketing and more this year, Windows Phone remains just a small fraction of actual sales worldwide and not much higher in the US. More voluntary publicity for Apple and Google, along with a platform reboot that eliminated most familiarity with Microsoft's work in mobile, may have obscured the OS to where Microsoft is nearly starting over.
Regardless of the platform, exactly half of everyone looking at a phone was considering a smartphone. Objections outside of a lack of knowledge focused on platform lock-in, NPD said. Similar to the situation on the desktop, many often had too many apps or too much experience with a mobile OS to consider leaving worthwhile.