14 DAY TRIAL // Microsoft’s mobile efforts currently come down to Android devices and applications and services aimed at both Google and Apple users.
But according to a recent report from The Times, the company wants its mobile strategy to expand, and part of its long-term strategy is launching a mobile app store.
As surprising as that might sound, it looks like the Redmond-based software giant wants to build an alternative to the Google Play Store and the Apple App Store.
Sure enough, this wouldn’t be something innovative, as alternative app stores are already available out there. But Microsoft creating its own would definitely be big news for the industry.
Phil Spencer, the head of Microsoft’s Xbox unit, discussed the company’s gaming efforts and the Activision Blizzard deal, noting that the new service would initially be focused on gaming.
In other words, the app store would be primarily aimed at gamers on iPhone and Android, but of course, these are all details that haven’t been decided just yet.
Microsoft’s mobile push
The software giant looks to be exploring various ways to become more relevant in the mobile space. After giving up on Windows 10 Mobile and Lumia phones, the company has no other option than to stick with Android going forward.
But even so, it wants to use Google’s mobile operating system in the most efficient way, so it’s now rethinking its hardware push as well.
The Surface Duo lineup is expected to give up on the dual-screen form factor and go for a foldable design beginning with the third generation. Furthermore, Microsoft is also planning a conventional Android phone that would compete against the iPhone and wear the Surface badge. The launch could happen in 2023 alongside the new-generation Duo.