I’ve been seeing a great deal of back and forth on the app gap, ‘Windows is dead’, and development for Windows 10. For most of the negative minded, Microsoft’s latest strategy is to admit defeat and become the back end for services. ‘That is what they’re doing’ and ‘Windows mobile is a failure, period’ is the common theme from these people.
For the Windows optimists, there is a lot of ‘this is what they needed to do all along’ and ‘Windows 10 is so fantastic it will solve everything’. I think the truth lies somewhere in between these as Microsoft refocuses to what it knows it can do in the face of the current market, hunker down and wait for the next big thing, and get all their ducks in a row for when the big thing hits. I think Windows Mobile becomes just another part of a much larger whole. Microsoft is good at platforms, and this may be finally their best strategy: Universal Apps. I tend to get more optimistic where the discussion is in the platform, especially when everyone else is gloomy.
‘Universal apps are pointless without mobile!’ they cry…’why would anyone do Universal apps for the desktop???’ Good points if you don’t actually look beyond the phone. Universal apps make a lot of sense, both on the desktop, mobile, web, console, IoT, etc. It’s more than the phone, it’s every endpoint a user might touch. For one, it’s a more modern development environment with better security, portability, and the big one everyone seems to ignore: The Store. Right now, if I want a little utility, I have to go to the web and hunt. I have to avoid the malware traps (even once safe sites like CNET’s Download.com are now adware infested hell holes). I have to trust the site, I have to scan the files to death. If it’s a paid app, I either need to trust them with my credit card or use PayPal (which has it’s own issues these days). It’s a nightmare.
Contrast this to the Windows Store. The biggest problems you face are the apps might not be there, or there’s some junk to sift through. But I’m generally never in danger–either through malware or credit card fraud. It’s safe. It’s a marketplace to peddle vetted software. For Windows desktop this could be a watershed play. Windows 10 Universal apps also get more API’s and services so they can be more sophisticated. Additionally Universal apps get things like settings portability between devices, license management, and a steady update mechanism. THAT is why Universal apps are useful on the desktop. For example, when I load up a new PC (and I seem to do this a lot these days during the Windows 10 insider program) I log in, then click my Tweetium or Nextgen Reader client and everything is there. No setup. None. I’m immediately productive. Programs like this simplify real things for me. And some Windows apps are so good they’re fine on the desktop–Nextgen Reader is always up on every device I own, either full screen or docked on Windows 8.x or in a window on Windows 10. The fact that my unread items or place marker in Twitter is synced to all devices and phones is a convenience I can no longer live without. This is the true promise of Universal apps.
And Windows 10 brings something I’ve only been able to scratch the surface on (mostly because all the pieces are not all finished yet). Cortana and syncing between devices. Reminders I set on my PC pop up on the phone when I get home or to the store, things I need to know move with me across devices. The possibilities here are tremendous. Apps integrated into this platform (say if mail alerts from just my inner circle could be announced on the device I’m on during quite hours) could possible make this a real differentiator. Continuum might make it so that I drop my phone on an NFC/wireless charging pad and it immediately lights up a monitor/keyboard to use as a computer. These kinds of futuristic scenarios are all built in to the products right now. I want them, and I suspect that if they do it right and actually communicate it to the world, a lot of other people will want them too. This makes for a really lucrative market for developers–on a platform that is potentially huge (desktop Windows users) with little penetration.
I suspect Microsoft may have had their Take Out the Trash Day last week in order to clear the decks for new strategy and the upcoming massive product cycle. Get the bad news completely out of the way for a few days before launch and prepare for the blitz. And actually, all the gloomy talk subsided pretty quickly when they pushed out a new build…then the WPC 2015 keynotes, and now RTM. Universal versions of Office day of Windows 10 release, the Mac 2016 Office release, Groove Music, new builds, GigJam (okay that one’s just weird) etc. are all hitting post bad news week to change the narrative. They are getting better at throwing us bright shiny objects right when everything looks depressing. They still are crap at communicating, but at least they’re learning.
The real test may be the first couple of month’s of Windows 10 release–do we see a lot of real Universal apps, things returning that left the environment, a surge in development? Or do we see the little bump and then nothing? If they’re smart, they have a lot of good news waiting–they’ll meter it out over the launch months, keep it building, and not drop another bombshell like last week. Oh, and a couple of cool surprises wouldn’t hurt either.
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