Three New Smartphones Introduced by Microsoft to Improve Sales and Capture Markets

At the IFA Berlin, Microsoft launched a new range of smartphones. This move of the tech giant is to target sales of the smartphone and to make them affordable to consumers.

Microsoft introduced three new smartphones, this has come after the completion of the $7.5 billion deal with Nokia. These smartphones will cost $259 to $390 and will not have any contract carriers. The iPhone 5S is priced at $649 on the Apple website this could mean that Microsoft's pricing of their version of the smartphones is nominal to change the direction of the ordinary market shares as an alternative to the high priced dominating operating systems from Apple and Google.

Chris Weber, corporate vice president of mobile device sales said in an interview that Microsoft wanted to tip the scales through affordable phones and created them for people who do not want to pay high premiums for their competitor's devices.

The European market is flooded with smartphones from Chinese companies that are expanding their sales overseas. These companies are also targeting customers who want a high end smartphone but are conscious of spending money on an Apple iOS or a Samsung. These companies could also pose another challenge for Microsoft.

All Microsoft competitors run their phones on the android operating system because it gives access to more applications that are available on the Windows app store. Microsoft dumped a handset because it ran on an android base.

Thomas Husson a mobile expert at the research company Forrester said that for Microsoft to become a popular brand with the marketers and the developer community it will have to offer a reach to become the third most support platform.

Microsoft's efforts to take on brands like Apple and Samsung have failed. They have not been successful in convincing consumers to try their handsets.

According to the research company IDC the Windows OS represented less than 3 per cent of the market when compared with 85 per cent shares for the Google Android software.

Analysts are of the opinion with that latest devices in the market are very expensive than the android based competitors and this could give Microsoft a leverage that the company is looking for.

With little innovation from competitors, Microsoft has a large market to capture with the new devices. At the trade show in Berlin Microsoft said that it would expand its Cortana personal assistant product from the U.S to other English speaking markets and China. The service offered is on terms with Google offering communication directly with the phone to arrange meetings, check schedules and get restaurant recommendations.