Next Generation Windows Phone 7 Handsets, Can They Compete?

In the world of smartphone’s there are a few things that stand out to consumers. First of all there is the brand, and arguably the two that stand out the most to consumers are Apple’s iPhone and Samsung’s Galaxy range. There are a couple of reasons as to why these branded smartphones get the majority of sales, however when it comes down to it, slick marketing is what drives your buying decisions.

So what of Windows Phone handsets, what’s in line? Well, in case you haven’t heard, quite a lot actually. Nokia made a deal way back in February 2011 with Microsoft to devote their next generation handset line to the Windows Phone platform, and when you think about the design of Nokia handsets over the last year or so, it is hard to forget that the Finnish company is particularly good in this area. Nokia Windows Phone handsets are something all consumers should keep their eyes open for next year for sure.

Other Windows Phone handsets in the future which will be out sooner rather than later include the Samsung Omnia W, an update to the current Omnia 7 which we reviewed and pretty much loved. This handset of course packs an updated processor over its predecessor, as well as slightly new aesthetics.

Software wise, Windows Phone is getting a boat load of new features soon in the name of Mango, and the apps for Windows Phone are constantly evolving and becoming more numerous.

It is fair to note then that Windows Phone handsets are evolving along with the rest of the smartphone pack, but admittedly slower than Android handsets when it comes to quickness to market. Is this really a problem though, and how can Microsoft make their handsets compete when Google and Apple branding is everywhere?

Let me get this one out of the way; last year the launch of Windows Phone 7 for me was well built up, but the execution of products was dreadful. It seemed that Microsoft left handset manufacturers to promote Windows devices for themselves, sitting on the side-lines and just hoping that they would sell for them.

In my eyes if there is one key area which Microsoft needs to excel in next year it is marketing. Now I haven’t been a college student in quite a while nor have I had to use the marketing mix in my day job, however the price, promotion and placing of Microsoft’s products are going to have to be assessed properly next year in order to compete, because if they can’t raise their game and promote their unique UI effectively and couple it with affordability, then they will pay the price with – as Steve Ballmer puts it, disappointment.

Advertisements also need to be stepped up, and Microsoft should pay particular attention to Windows Phone UK markets, because I quite simply didn’t see one single Microsoft built television advertisement for their mobile operating system last year and this year has been completely abundant too.

If Microsoft takes their time and decides to take as much care in their marketing for WP7 as they did for Bing, then the next generation of Windows Phone handsets could be in a lot more pockets than they are now.

Note to Microsoft: It doesn’t just take great looking hardware and an out-of-the-box operating system to sell handsets on the fly, you need to market and capitalize on selling points in order to reach the millions of consumer pockets Google has.

Anyway, for all consumers thinking of picking up a Windows Phone handset in the near future, hit up the video below of Joe Belfiore showing off the latest version of Windows Phone, Mango.