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Dual-core Windows Phones with LTE are in the cards, Samsung and HTC to step up marketing

Posted: , by Daniel P.

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Dual-core Windows Phones with LTE are in the cards, Samsung and HTC to step up marketing
Andy Lees, the head of Microsoft's mobile division that is responsible for Windows Phone, has been on an interview-giving spree over the weekend. It's probably a start of the new aggressive marketing strategy that he announced Microsoft is commencing about the platform.

He said that both Samsung and HTC have agreed to redirect more of their marketing budgets to their Windows Phone lineups, including in-store promotions and additional incentives for the reps in the carriers' stores, as that's where 80% of the phones in the US are being sold. In Europe other venues for selling phones are more popular, and Microsoft also counts a lot on Nokia's retail prowess, with the 6000 stores that the world's biggest phone maker has control over. Andy Rees said that next year we will see significant efforts on Samsung's part to market its Windows Phone portfolio, which is probably a part of the broader agreement the companies signed recently:

I think that the agreement that we have with Nokia, it’s obviously a particularly special one, they’re exclusive to us, and we have a very, very deep partnership, and I think that Samsung is not quite as deep a dependence as the Nokia one, but it’s certainly in that vein


Besides marketing efforts, Microsoft is working on plans to leapfrog to the next level in hardware too, said the mobile division chief. They waited on dual-core and LTE, he said, because next year we will see much more software to start with multicore optimizations, he said, and the LTE baseband chips won't be such space and battery hogs.

Given Microsoft's close ties with Qualcomm for the first year of Windows Phones, it won't surprise anyone if the third crop of Windows Phone handsets next year includes the MDM9615 chip that combines LTE/GSM/CDMA baseband radios in a significantly smaller footprint with less toll on the battery life than the current generation of LTE chips.

Windows Phone will this be the last to make the move to dual-core, but Andy Lees claims that Mango runs perfectly well on the current 1GHz Snapdragon S1 chips, since the mobile OS has been specifically optimized for it. This is, of course, true, but at some point people will start demanding 1080p video recording from their Windows Phones, like on Android and iOS, so it's good to hear that Microsoft is working with partners to bring dual-core phones to reality.

Another piece of good news from the Andy Rees interviews is that Microsoft is hard at work on the next version of Windows Phone. We know about Tango for low-end handsets, but he probably means Apollo when he said:

Pace is just incredibly important. If your pace is too short, then the magnitude of what you can deliver gets limited because of the time it takes to do all of the testing required to ship at very, very high quality. Having said that, what you don’t want to do is just have huge, great long release times where you’re out of the market.


Microsoft, he said, is taking the leapfrog upgrade approach, both in therms of hardware and software, which is apparently why it will jump directly to the second generation LTE chips, and are outing OS updates with 500+ new features like Mango. Andy Rees backed up this approach saying that Microsoft went from the worst browser to the best one on a mobile device, and they intend to out things when they are ready to steal the prime time spotlight.

Research firm Gartner says that by 2015 Windows Phone will have grabbed 20% of the mobile OS market, but that prediction is largely dependent on what Nokia Windows Phones will come up with at Nokia World in two weeks and throughout 2012.

source: Bloomberg & AllThingsD

18 Comments
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posted on 10 Oct 2011, 04:07 5

1. bobfreking55 (Posts: 866; Member since: 15 Jul 2011)


HOW FLUENT WOULD THE UI BE???!!!!

posted on 10 Oct 2011, 04:55 3

4. lubba (Posts: 1310; Member since: 17 Jan 2011)


Beyond fluent...

posted on 10 Oct 2011, 09:18 1

9. jojobells (Posts: 5; Member since: 28 Sep 2011)


You wont even able to see the smoothness... it just happens..

posted on 10 Oct 2011, 10:31

11. Louie (unregistered)


Shouldn't it be fluid not fluent. Are you pertaining to language here? HAHA

posted on 10 Oct 2011, 04:11 5

2. Striker (unregistered)


Well, at least as fluent as WP7 was. Anyway, nowdays any OS is better than Android.

posted on 10 Oct 2011, 05:18 3

5. lubba (Posts: 1310; Member since: 17 Jan 2011)


Co-worker and I tonight discussed how and why her HTC thunderbolt now uses so much battery. We talked and disccused ways to save battery juice from adjusting screen brightness to changing settings, to looking for battery saver app. We thought that maybe the back ground tasks might be part of the culprit. Well, we ended up in the back ground task menu and boy we had no clue what the heck was running! And just to get to that menu was a drag! So many options and so confusing! We turned many of them off and we weren't sure how to turn them back on but apparetly they turned on themselves! Then we thought that her live wallpaper was part of it too so she tried to switch to a non live one and boy there were just too many and uneccessary which does not add to the benefit of the user but a mear spectacle. I agree with you striker, there are better options than Android.

posted on 10 Oct 2011, 06:57 4

8. remixfa (Posts: 13909; Member since: 19 Dec 2008)


if you do minor things like turn off LTE when your not browsing the web, turn off live backgrounds, dont have all your email pushing, that kind of stuff you can get good battery out of a phone.
The thunderbolt, however, is a dud. The battery is undersized and it has too much sense bloatware + LTE to have a decent battery life. The Snapdragon S2 chip it uses is the worst single core battery life of the group. If you want that phone to last, u need to find extended batteries.

Android phones are awesome, but you need to invest a few minutes into research of those important features like battery before blindly getting one. Your problem isnt that its an android phone, your problem is that its an over priced HTC with underwhelming components.

posted on 10 Oct 2011, 11:23 1

14. snowgator (Posts: 3210; Member since: 19 Jan 2011)


I agree, buddy. I do like WP better than any other OS out there right now, but with the right hardware and some homework, Android gives a ton of good options and a fun experience. If we move to Verizon, I do not like the Trophy enough to spend 2 years with it. I have a couple of Android sets picked out, and will not mind buying them and enjoying all they offer. It is a good OS.

posted on 10 Oct 2011, 04:53 4

3. lubba (Posts: 1310; Member since: 17 Jan 2011)


Very welcoming news and very excited. To add, there is also news MS will be working to make wp cameras to be the best in class. Somewhat upsetting though of all this. Now will be waiting longer to upgrade my phone. Early second generation phones are too close spec'ed to the first generation ones. Guess my HD7 will serve me for another year. Anyway, MS are listening to critics and supporters.

posted on 10 Oct 2011, 12:33

15. AhmadAlsayegh (Posts: 253; Member since: 18 Jul 2011)


couldn't agree more!
from 1Ghz to 1.5Ghz isn't that much of difference. and RAM, more is always better for multitasking and smooth UI. so I believe this upcoming batch of WP7.5 was spec'ed this way to handle next big update

posted on 10 Oct 2011, 05:43

6. Sic666 (unregistered)


Microsoft have to think one step ahead of them(Google and Apple).

posted on 10 Oct 2011, 06:04 1

7. SemperFiV12 (Posts: 768; Member since: 09 Nov 2010)


Picking up pace, WP will be untouchable in no time. As is things are great, but no one says stop making things better. I wish MS keeps up this pressure until they are past iOS in marketshare and contending with Android.

posted on 10 Oct 2011, 09:21

10. totik (unregistered)


android sucks.... why manufacturers are still supporting the os and lots of people are still saying android is excellent is just beyond me...its awfully buggy and, at least, to major oems like htc and samsung, android is no longer free as they need to pay royalty to microsoft for every android sold...

posted on 10 Oct 2011, 10:41

12. Rikkirik (unregistered)


If Gardners predictions of WP 7,5 owning 20% of the mobile market was mostly or soley based on Nokia Windows phones, what will the prediction be with Samsung and HTC making a serious marketing push with WP. HTC has already said that WP 7,5 makes up 30% of their sales and they are willing to invest serious cash in WP.
In the light of these developments 20% marketshare is a wee bit too conservative. I would say that Microsoft will take 30% marketshare and that Google wil surely lose a lot of marketshare to WP. Apple smartphone will remain a niche product.

posted on 10 Oct 2011, 11:14

13. snowgator (Posts: 3210; Member since: 19 Jan 2011)


The future of WP is based on getting it into the minds and hands of the consumer. I am WAY excited about these future improvements, and everything I have seen from Microsoft has shown they will do things the right way. But the most impotant part of the future plans is the promotion and sales of WP Mango handsets NOW! You can't get the future to 20% - 30% against Apple and Google unless you get some good buzz going among the everyday consumer. I am in Atlanta visiting family, and have spent hours discussing smartphones with their friends and explaining why Windows is a good system. Microsoft HAS to get the word out NOW! They need carrier support, mainly on Verizon and it's 100 million customers NOW! They need to undercut Apple and Android sales with cheaper, smoother operating phones NOW! A sense of urgency, guys!! There are those of us willing to help promote ya, but it has to be 2012 when you make a splash, or else we will be sitting around wondering what happened to WP, why didn't it ever catch on in smartphones ......

posted on 17 Oct 2011, 09:22

19. Dj21o (Posts: 437; Member since: 19 May 2011)


I agree 100% snowgator, 4 million iPhones just sold over this weekend. 30 Million GSII's have also been picked up. People are not going to wait for the underdogs that are supposedly building the best OS to date. I think it is an awesome operating system on a phone, and would love to get one. They are going to end up being on bottom, just like last year. Thank god they are still getting royalties from Android, because that is keeping their phone division alive. Hopefully people will see how awesome these phones are, not just run straight to IOS and Android.

posted on 10 Oct 2011, 13:41

16. Joshing4fun (Posts: 1047; Member since: 13 Aug 2010)


"Andy Lees claims that Mango runs perfectly well on the current 1GHz Snapdragon S1 chips"-- So basically the current windows phones are like the Nexus One? No wonder most people can't get excited for WP7.

posted on 10 Oct 2011, 16:35

17. lubba (Posts: 1310; Member since: 17 Jan 2011)


Have to try it to be excited. Besides its a new and growing os. The excitement is seeing the growth itself. We got Mango and that was highly anticipated. More excitement to come, Apollo!

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