Summary
The Universal Windows Platform is Microsoft’s attempt to leverage a strong customer base for the Windows PC platform, into a larger share of the smartphone market. The companies promise to developers, that they can write one app which will work across any Windows device, is also an attempt by the company to align its technology with its strategy.
As the article explains, most developers have shifted focus from writing apps for PC’s to writing apps for smartphones. This shift is doubly troubling for Microsoft, because it means developers will be shifting their focus from any potential Windows developments to a market that is primarily dominated by IPhone and Android users. Microsoft’s weak position in the smartphone market, just above 1% at the end of 2015 (Green, 2016), means the company would face significant challenges to gain market share without the success of its UWP.
Specially, the technology would allow “Developers can write programs for the Windows 10 operating system and have them run on PCs, tablets, smartphones, game consoles and, eventually, Microsoft’s HoloLens augmented-reality headgear.” (Green, 2016) This means, one application can be written for a phone and used on a PC. The appeal, to consumers and developers, is they would no longer be limited to one platform when using or developing applications. Hopefully making customers more inclined to switch all of their devices to Windows 10.
Analysis
If the company is successful, it can hope to overcome the smartphones lack of network effect on the market. If an application can be written for one, and used across multiple devices, the benefits will reach past its current smartphone market and be extended to its much larger existing PC customer base. Customers experiencing the benefits of an application on a Windows 10 PC will be able to experience that same benefit on a phone.