Microsoft’s organizational capabilities have been discussed by the media and analysts several times. The structure of the company, as well as the popularity of the firm have created a competitive advantage for the organization in the past. However, to keep up with the technological innovation introduced by the competition and expand the business to other areas creates a challenge. The below paper is examining whether the company image is successful in communicating innovation and how customers can be influenced by positive confirmation through marketing communication. This also calls for a customer-driven marketing strategy.
Software companies and manufacturers should focus on creating value for customers more than any other industry’s firms. Microsoft is currently facing a great competition, and in order to expand its operations into mobile software development, the management needs to listen to feedback and research the market to meet its needs. While the company does release Beta versions of Microsoft Windows systems to gather customer feedback and address issues, the same practice is not present in the mobile versions.
While Microsoft Windows is still the most commonly used operating system in the world, it is evident that the company’s presence on the mobile market is way behind the competition’s. This is a result of a delay in spotting opportunities in the mobile marketplace. The devices created by Microsoft are functional smart phones, designed to browse files, the internet and organize task. However, the collaboration of Microsoft with Nokia has proved itself to be a success, with rising sales and marketing benefits for both companies. The only question is, according to experts (Clarke, 2013) is why the company waited so long to purchase the mobile business that was struggling on its own anyway.
The late entrance into the mobile market has created a disadvantage for Microsoft, and this means that the organization needs to create an advanced customer-focused marketing campaign that allows the brand to become popular in the shortest possible time. Microsoft needs to close the gap between its own brand and the competition if it is attempting to increase its market share.
Apart from increasing compatibility of mobile, computing and smart phone devices, the company’s task is to effectively communicate the benefits of switching to a Nokia Windows phone. With the high popularity of Apple products and a great brand fidelity among big mobile brands, the company needs to offer either better functionality, lower price or higher level of customer support. Targeting users who are looking for advanced features, full compatibility and synchronization capability phones at a reasonable price, the firm needs to listen to the market. Well before starting the marketing campaign, there is a need for a detailed market analysis, in order to determine future collaboration partners, software developers and expectations. Building upon the success of Nokia Lumia, the company needs to target smartphone users who are ready to leave iPhones behind (Apple’s sales figures declining).
While the company’s present market share is 15 percent on the mobile market, according to the firm’s assumptions, this can be further increased through effective marketing campaigns. The development of patents and applications need to continue, focusing on feedback from customers, market research and analysis. If Microsoft applies the same principles to its mobile business as it previously did on Windows operating systems, listens to users’ feedback, it will be able to strengthen its position on the mobile market.
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Clarke, G. (2013) Microsoft’s $7.1bn Nokia gobble: Why you should expect the unexpected. Web. http://www.theregister.co.uk/2013/09/03/microsoft_nokia_rise_of_elop/?page=2