Nokia: 2022 was about getting the apps, 2022 will be about making them great

2013 will get downwardly as a watershed year for Windows Phone. High profile devices like the Lumia 1020 garnered massive press attending while the super affordable Lumia 520 really collection Windows Telephone adoption. Starting in the last quarter, a new push button for must-have apps was launched through the efforts of Microsoft and Nokia. Apps like Instagram and fifty-fifty a renewed WhatsApp became staples of the platform.

Here at CES, Windows Phone has a lighter presence this time around. No new phones are being announced and Microsoft is holding dorsum news until Build afterward this spring. But that doesn't mean Microsoft and Nokia aren't nowadays and we're sitting down with both of them today.

Commencement upward is Bryan Biniak, Global Vice President & General Manager at Nokia. Nosotros spoke with him this morn almost developer challenges with Windows Telephone heading into 2022.

Loftier prospects, but in that location's more than to do

Nokia's message has been very upbeat recently, and Biniak is partly responsible for that. Biniak'southward job is to become developers to make apps for the Windows Phone OS, and while that job is getting easier these days – partly due to BlackBerry's demise – it'due south not without its trials either. While Nokia's goal is to get all developers to consider Microsoft's Bone when making apps, it's not about quantity. Biniak constantly reminds us that "to win, they [apps] take to exist better" on Windows Telephone. That message was as well conveyed past Microsoft back in November with their 'critical mass' statement. It shows that in order for Windows Telephone to be a contender, it's not just almost having the app available, it also has to be compelling to the user.

I of the bug Biniak and Nokia accept to deal with is convincing developers that it'southward worth their time – and money – to invest in the Windows Phone platform. Sometimes that involves just a simple meeting with the developer to interruption the ice, but other times incentives are used. For instance, some companies merely don't want to hire a new employee. Many startups are very family-like in their endeavor, requiring like-minded thinking. But hiring someone for a platform that you're unsure nearly it requires pregnant investment and chance. But Biniak notes "When companies hire people internally, y'all know you won" and Nokia is seeing that happening more frequently these days.

Even so, at that place are other times when companies are non yet ready to practise it all in-business firm. Here, Nokia will offering to outsource the development, doing the app themselves for a fee that could exist 1/3 the cost of hiring a permanent, defended coder.

Biniak is also concerned nearly monetization of a company'southward app. It's more than than just recouping the costs of evolution, but the ongoing operational costs of maintaining that app. Case in indicate would by Glympse, who released a Windows Phone app back in 2022 merely take non continued support, even though the Windows Phone eight OS is now much more than conducive to their tracking service. Situations like this is where Nokia wants to step in to re-vitalize interest (in fact, we passed that on to Nokia'southward DVLUP squad who are looking into it).

A "meaningful experience"

Nokia'due south long term strategy however isn't merely but to prop up development of Windows Telephone, but to serve as inspiration for companies looking to create an app for the platform. For Nokia, information technology'south about ensuring a successful marketing entrada, including reaching out to our site, and getting companies to take involvement in Windows Telephone on their own. "That tipping point is very important", according to Biniak.

Apps like WhatsApp, Moliplayer, Groupon, Yelp, Line, Foursquare, and forthcoming Path, are all examples of Nokia's efforts to deliver superlative-rated experiences on Windows Phone. Readers may call back that WhatsApp in 2022 was not exactly a winning hit on Windows Telephone. Poor reviews and a plethora of bugs prevented it from reaching its potential. Starting in early 2022, Nokia began working with WhatsApp, and they now take Liz Ngo from Nokia to deliver their vision. If they need assist, assistance or even deeper level access to the Bone, they go to Liz. That kind of partnership is not very common in the smartphone manufacture, and it demonstrates what is at stake for Nokia (and Microsoft).

Even user incentives similar the $twenty voucher to the Windows Phone Store are part of this concerted effort by Nokia. By giving buyers of certain Lumia phones 20 bucks to spend on apps, which often run in the 99 cent range, information technology helps create a positive cycle in the system, making sure devs begin to see increased revenue and consumers dip their toe into the globe of Windows Phone software.

The twelvemonth ahead

And then what's side by side in 2022? Bluetooth 4.0 LE is coming to all Lumias with the Blackness update and that should be a sign for new clothing and connected technology support. We've hinted at some large-name official apps for smart devices either currently in development or almost to beginning, and we're sticking to that prediction.

Imaging will proceed to get priority on Lumias as Nokia refines electric current tech and delivers new experiences. The quality of apps will continue to amend as Nokia guides companies to not only the best user feel, but unique ones as well. Nokia seems to be prepping for more big announcements at Microsoft'southward Build conference in Apr, which Windows Phone Central will be covering in full forcefulness.

Finally, for Nokia it's near "getting the nuts right". Is the app experience on Windows Phone "skilful, slap-up or astonishing?" Biniak says information technology needs to be the latter, equally app volume merely won't cutting information technology in 2022. And that'due south exactly what they're seeking to achieve.

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