A new phone-like device from Redmond? Why, Microsoft, why?

Five years in the past, in September 2013, Microsoft made one of the ill-conceived acquisitions in tech historical past, buying Nokia for $7.nine billion. Having failed in all its previous makes an attempt to reinforce its failing Windows Phone line, Microsoft determined it might purchase its means into cellular good fortune by means of obtaining what had as soon as been the sector’s dominant cell phone maker.

Key phrases: “once been.” By the time of the purchase, Nokia, like Microsoft itself, was once being brutalized within the smartphone marketplace by means of the iPhone and Android. Microsoft ended up writing off the Nokia deal in 2015, shedding 1000’s of other people.

It wasn’t the primary time lust for smartphone marketplace proportion had led Microsoft to spend cash like a drunken sailor on shore go away — one with numerous billions of bucks in his wallet. For instance, the corporate had spent $400 million on advertising and marketing by myself in its release of Windows Phone in 2012. Business Insider estimated that $1,666 was once spent in advertising and marketing and promoting for each and every Windows Phone that was once therefore offered — for simply $100, sooner than that was once slashed to $50.

Post-write-off, Microsoft nonetheless attempted to make it in cellular, and it endured to fail at it. By the primary quarter of 2017, Windows Phone had a trifling zero.1% international proportion of the smartphone marketplace, consistent with IDC. A mercy killing of the cellular working device appeared most probably.


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