MS on how to make Windows Mobile competitive

The key to making Windows Mobile a fiercer rival to the iPhone etc is, according to a New York Times interview with WinMob marketing bod Todd Peters, to put the operating system onto fewer handsets:

"I'd rather have fewer devices and be more focused," he said. That way "we get better integration" between phone and operating system.

Seeing as there are around 140 devices sporting Microsoft's mobile OS, Peters' words are not devoid of sense. Right now, Windows Mobile is a mess. Some of that situation is Microsoft's fault, for not making WinMob prettier for this iPhone age. Hence, every manufacturer is sticking its own UI skin over the thing, with mixed results. Microsoft doesn't have the control it needs or desires.

According to Peters, signing fewer manufacturer deals will help Microsoft "pump more value into the license".

And here's the real issue. I have a sneaking suspicion that Peters' words are designed to spin an inevitable, upcoming drop in license deals signed between Microsoft and the HTCs of this world. This drop will be the result, not the cause, of Microsoft's licensing arrangements. Sticking Windows Mobile onto a handset costs the manufacturer between $8-$15. Sticking Android onto a handset costs nada.

Microsoft has two tasks ahead of it when it comes to Windows Mobile: make it better, and rethink the licensing. Hopefully one or both of these will be the subject of the company's "major announcement" at Mobile World Congress next month.