Microsoft's rolling updates to Windows 10 continue and I want to highlight the latest 'preview' build of Windows 10 Mobile for smartphones. It does fix a number of bugs, but the new features it introduces are a clear indication that Microsoft's hardware and software are focused on promoting Redmond's profitable online services. It is all about the cloud.
The two bullet point changes may seem like small steps, but they both continue to build on Microsoft's plans for the future. The addition of Spanish (Mexico), Portuguese (Brazil), and French (Canadian) language dialects in Cortana will increase not only the utility of Microsoft's voice-powered digital assistant but also pull these users further into Microsoft's cloud service. 'Messages Anywhere' allows a desk-bound Windows 10 machine to receive and reply to messages from the Windows 10 mobile device. Naturally the latter needs you to be signed into a Microsoft account.
Although these changes directly impact Microsoft's hardware, they are geared towards increasing the utility and integration of a Microsoft account. I've no doubt that these languages will quickly be integrated with Cortana on Android and iOS, along with the principle of universal message access no matter the mobile platform you are using
That's the key to Microsoft's relevance going forwards. If you are only looking at the hardware coming out of Redmond, you're missing the bigger picture and Windows 10 for smartphones is a perfect example. I seriously doubt that Microsoft's handsets are going to generate any significant market share over the next few months. The only 'new' handsets on sale are the Lumia 950 and Lumia 950XL handsets - which are certainly capable but are now approaching the six month mark since their release. Anyone who had a burning desire to buy one will likely already be sporting the functional phones in their pocket.
As for Microsoft's next flagship handset, the presumptively titled Surface Phone, all of the indications are that it will be a handset that focuses on technological innovation and is likely to be on the very expensive side. Much like the Surface Book, this will be an aspirational device to show vision, inspire the public, and act as a reference device along the lines of Google's Nexus range.
Rather than software supporting hardware sales in the days of Steve Ballmer, current CEO Satya Nadella has flipped over the company to have hardware supporting the software and services. Remembering that this was the right strategic choice for Microsoft - given the circumstances when Nadella took control - is a call that is easier to make with every passing day.
(Now read why Microsoft is delaying the Surface Phone to 2017).
