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Samsung: The kingmaker for Windows Phone 8?

Summary: Microsoft can't rely on Nokia and a second-rung cast to carry the Windows Phone banner. The software giant needs a Samsung Galaxy-level push.

Larry Dignan

By for Between the Lines |

Microsoft plans on pushing Windows Phone 8 as attempts to grab some smartphone momentum, but until it gets Samsung on board in a big way the software giant is still a long shot.

The problem for Microsoft: Samsung is decidedly in the Android camp. Samsung's smartphone charge is led by its Galaxy S III. The other side of smartphone dominance belongs to Apple.

Stuck in the middle of Samsung and Apple is the land of also-rans: RIM, HTC and Nokia. Microsoft said that Nokia, HTC, Samsung and Huawei will make Windows Phone 8 devices. On the low end of the market, Huawei can be a key asset to Microsoft. Samsung is the kingmaker and so far Windows Phone has been relegated to lesser phones from the Korean electronics giant. Let's be real: The Focus isn't the Galaxy line.

Gallery: Windows Phone 8 - A first look | Eight new platform announcements for Windows Phone 8 | More business features coming to Windows Phone 8 | Microsoft's Windows Phone 8: There's good news and bad news | Microsoft's Windows Phone 8 finally gets a 'real' Windows core

In addition, Microsoft's Windows Phone 8 launch is likely to coincide with a new iPhone 5. That poor timing could spell trouble.

Jefferies analyst Peter Misek said:

We believe WP8 has made significant improvements from WP7.5 and offers interesting features. That said, we believe the success of WP8 will ultimately depend on consumer and developer interest. While the shared core with Windows 8 will be very helpful for developers, the lack of upgradability for current WP devices has eliminated the existing user base. Launch Coincides with the iPhone 5. We believe the initial launch may fail to gain traction as the timing coincides with the iPhone 5. We believe Samsung is a kingmaker and their commitment to the platform is a crucial factor.

Misek's take isn't far off. Microsoft can't rely on Nokia to carry the Windows Phone banner. Nokia is struggling and just talk about a cash squeeze among buyers may put off purchases. Samsung and a big splash is what's required for Windows Phone. It's hard to see Samsung pushing Windows Phone when it is tied to Android and driving its own software overlay.

What Microsoft needs is the Samsung Galaxy III and a few strong reviews. Notice the difference. Samsung Galaxy III review:

And the Samsung Windows Phone Focus.

Topics: Software, Hardware, iPhone, Microsoft, Mobility, Operating Systems, Samsung, Smartphones, Windows

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82 comments
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  • Apples And Oranges, Chalk and Cheese

    Putting up those two reviews is totally unfair to the Windows Phone model. If you compare it to a superior Android product, of course it's easy to make Windows Phone look bad. The fair thing to do is to compare it to other products that are just as bad. Then you will come to the right conclusion, that Windows Phone is the best in its class!
    ldo17
    Reply 2 Votes

    • Show me a Windows Phone that is as good as the Galaxy S3?

      Show me a Windows Phone that is as good as the Galaxy S3?

      The comparison is between Samsung products, it's a fair comparison.
      bradavon
      Reply 1 Vote

      • ...

        The Lumia 900. Microsoft will keep pumping cash into Nokia until they are stable, bloggers are jumping the gun a bit writing Nokia's obituary.
        clcrockett
        Reply 4 Votes

      • Lumia 900

        The Lumia 900 is the best phone I have seen on the market. When on the 4G LTE network it screams. It's faster than current iPhones and well since I value my privacy and security I'll never use anything Google produces. All in all the 900 for $99 at AT&T or I got mine for $9.99 from Amazon is the best bang for your buck.
        bill@...
        Reply 4 Votes

      • Microsoft? Keep pumping money? Into Nokia?

        Dream on mate. They'll drop them like they're hot and go for their IP at back of a lorry rates sooner than be charitable in any sense.

        The sooner Nokia get back to Meego or whatever it was called back on track the sooner they can hope to survive. Stuff it, I don't even like mobiles in any sense, but no one deserves a complete tosser like Elop, not even the Finns.
        ego.sum.stig
        Reply Vote

      • @ego.sum.stig

        More tea Vicar?
        TGGR
        Reply Vote

      • @ccrockett

        "Microsoft will keep pumping cash into Nokia until they are stable, ..."

        If MS is going to do that they may as well buy Nokia. They should just pull the trigger.
        smulji
        Reply Vote

      • Nokia Lumia 900

        You gotta use the phone to experience the magic. Its really a wonderful gadget. I have used iPhone4 and Samsung Focus (1st gen) and Nokia Lumia 900 wins quite easily, courtesy of Nokia and Microsoft.
        animageofmine1
        Reply 3 Votes

    • What about the league?

      It's all very well being best in your class.
      But not so good when you realize that it's actually several leagues below everything else.

      Show me a flagship Windows phone and then we can compare. Until then, it's fair to show the best windows phone against the best android phone.

      Crying about the android phone being far superior because it's in a different LEAGUE ... Well, doesn't that SAY something to you....
      Bozzer
      Reply Vote

      • Yes but thats not what he did. He compared it to a focus, not a Titan II or

        Lumia 900. And yes the WP8s coming out in a couple months will not only crush the GIII but the GIV as well. Have you seen jb? It's a nothing release.
        Johnny Vegas
        Reply 3 Votes

    • I think people didn't read what you wrote

      A common failing on zdnet, something even the bloggers do, but they I think do it deliberately and with intent.
      ego.sum.stig
      Reply Vote

    • So it's just not a high class phone?

      And people that want the best won't want it? Just folks that are first time smartphone buyers or who want something that is being sold for a really cheap price?

      You could have tried to damn it with somewhat less faint praise then.
      Still Lynn
      Reply Vote

  • Maybe MS

    should've thought twice about demaning that Samsung took out a license for Android and Chrome OS from them. Strong-arming your OEM partners its not a good way to get them to your good graces, not to mention that whole we love Nokia so much that only they can modify our shiny new OS but not you guys i.e Samsung, LG, HTC et. al.
    wolfn11
    Reply Vote

    • At least you read and remember, something Larry doesn't appear to have done

      Larry's entire post is premised (weakly) on Samsung needing to be a WinPhone 8 player. Wolfn at least remembers Microsoft and Samsung signed a licensing deal concerning Google's pilfering of IP. Larry apparently doesn't remember that. That deal also included continued commitment by Samsung to the WinPhone platform. Sammy doesn't get sales just cause it wants them, they have to compete. Nokia's first flagship phone blew Sammy out of the water even after they had three tries to do something special (Focus, Focus S, Focus 2) and failed. It's fine that they spend their big bucks on Android. It is apparent to me that Sammy could really corner the market for everything not iOS based if they wanted, but they do at least have to try. So far they haven't.
      cantbeme
      Reply 1 Vote

  • Most reviews are biased....

    What I observed is that most reviews are biased... they create some arbitary rules which suits them... Some idiots at Verge gave Nokia 610, some 6.x score while crappy ardroid handsets were given an 8. Nokia 610 for that money/ user experience should be getting a 9/10 score.

    Apple products are an utter rip-off... I believe a large percentage of customers have realised that an are moving away from iPhone..

    Win 7.5 and Win 8 have already passed 100k apps, so irrespective of iphone5 or 6, its really going to take-off. With no restriction on specs, all players can now sell highend WP handsets.
    owllnet
    Reply 2 Votes

    • yeah, the fluid interface, and a stroke of genius,

      WP only is capable to address one core, forget multicores, MS and the fanboys showed us that you only need 1 core!
      beside, there are the 100k applications, you know, almost 2 dozens apps are downloaded every week from MS store, good fro the "smart developers" [as tonymc mentioned] developing those apps, they know how to monetize their efforts!

      and don't forget, those smart developers they love so much their work, they will rewrite their apps for version 8 (another version, another kernel, life goes on), so they can grab another 2 dozens of sales...
      theo_durcan
      Reply Vote

      • true to a point

        the author of this article was specifically commenting on Windows Phone 8. So regarding your comments "WP only is capable to address one core, forget multicores, MS and the fanboys showed us that you only need 1 core!" it is true that WP only needs 1 core to completely out perform most devices, WP8 opens the door for Microsoft to utilize multiple cores. Were not talking about the half baked method of Android either, where many dual core devices never even see that second core. No WP will be able to use 2 and upto 64 cores on upcoming devices.
        hafenbrack
        Reply Vote

      • wrong

        WP8 is multi core.

        The initial hardware from vendors include quad cores which will be awesome on a platform that operates smoothly on a single core.

        With 100k light weight single core apps available WP8 will continue speedy operation. Yeah, that might be a stroke of genius...
        greywolf3
        Reply Vote

    • rip-off?

      How are Apple products a rip-off? Not buying that, and market share doesn't support that either.
      gtvr
      Reply Vote

      • I believe the correct term is astroturfer

        For the type of post/poster you replied to. Complete tossers.
        ego.sum.stig
        Reply Vote
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