“We’ll make a phone you’d be incredibly proud of”

Sep 11, 2015 21:48 GMT  ·  By

Microsoft is working to reinvent its mobile strategy with a phone lineup that includes fewer devices but better aimed at Redmond’s audience, so the company will only focus on value, business, and high-end models. Three different categories for all buyers who want and need Windows.

And speaking at the City analyst conference, Chris Capossela, Executive Vice President and Chief Marketing Officer at Microsoft, provided us with an in-depth look at the company’s mobile plans and the devices that will be included in these categories.

It’s not a secret that Apple customers are extremely proud of their devices and many of those who buy a device manufactured by the fruity-named company are very loyal to the brand and usually buy the improved models too when they come out.

For instance, Apple revealed at its September 9 event that the Apple Watch had a 97 percent satisfaction rating, which is a really outstanding performance in the growing wearables market where Microsoft is investing too.

The iPhone makes no exception to this rule and only few of those who buy one actually jump ship to Android or any other platform.

A Windows phone you’d be proud of

That’s what Microsoft’s trying to build right now for the high-end market, and Capossela explains that it’s a priority for the company to create a device that “you’d be incredibly proud of.”

“We’re going to build phones for our Windows fans. If you love Windows 10, if you love your Windows 10 tablet, or Surface, or laptop, we want to have a beautiful phone for you, something you’d be incredibly proud of that’s going to have the same experience across your devices, the same apps will run on the phone as run on your Windows 10 laptop or tablet,” he explained.

“And it’s going to feel incredibly natural. And we really think the Windows fans really want a wonderful Windows Phone that will be a premium flagship phone.”

Microsoft’s next high-end Windows devices are Lumia 950 and Lumia 950 XL, both coming out next month and both running Windows 10 Mobile. Obviously, Redmond has its own chance to become more relevant in the mobile industry, but as we all know, Windows Phone users are already really proud of their platform and devices. So this chance might actually be the only thing Microsoft needs to succeed.