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After Nokia’s Bryan Biniak expresses his concerns about Microsoft‘s current pacing with regards to the development of the Windows Phone, another company executive, this time from UK’s Everything Everywhere Limited (EE), is venting some frustrations to the software company. Let’s see what this new critic has to say and how it may affect Microsoft’s performance.

EE is the largest mobile network operator in the United Kingdom today, with approximately 28 million users. They are known to be supportive of Nokia and its new line of Lumia WP8 smartphones, offering Lumia 820 and 920 included in contract plans when they released their 4G Network services last year, along other smartphone competitors. At present, they are offering Lumia 820 and 925 in different 4G contract plans, which is planned to suit the users’ needs and budget. Furthermore, they will be welcoming the newest Lumia device, the low-cost, 4G-capable Lumia 625, which will be available soon, targeting the low-budget phone market.

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While we previously reported Windows Phone’s good standing in the latest Kantar Worldpanel Comtech report, with the increased marketshare seen in the British market, from 4.5% June last year to 8.6 % of this year, EE’s CEO Olaf Swantee thinks the number is still trivial compared to the duopoly of Android and iOS, which comprises about 90% of the total smartphone market shares. According to him,

“What’s concerning is we still see such a significant demand for iOS and Android. While Microsoft has seen some increases to the popularity of its platform, it’s still very small compared to the other two. It still has to do work to support it. It’s a different operating system, a good product and exciting, but it needs to offer more support.”

From his statement, we can tell that he sees the potential in WP8 – it’s a unique and exciting platform that can match the two leading smartphone OS. However, like Biniak’s complaints, he believes that the Microsoft needs to put more effort and support in developing the WP8 platform. The UK market is a promising one, as more and more telecom companies and retailers are offering Lumia devices, which indicated trust in the product. What will the software company do with this recent blow dealt to them?

I believe that at present time, even if the WP8 has a possibility of breaking the Android – iOS duopoly, it will be a slow process. Of course, if Microsoft will do their job well and we see improvements coming to the WP8, it may accelerate the Lumia’s current growth and make it more attractive to users. It may affect not only the UK market, but also other key markets as well, especially the US market, where more promotions are required.

I hope Microsoft will take these criticisms positively, as a company needs this kind of comments to improve. We are now on Amber update, and the features added were very useful. We are looking forward to further updates, and if possible, more apps, in the days to come.

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