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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

September 2, 2011 at 8:18 AM

Can Microsoft Windows Phone Mango capture more than 20 percent of market?

The head of Microsoft’s Windows Phone marketing believes the phones will exceed some analysts’ prediction of capturing more than 20 percent of the smartphone market over the next few years and is making a marketing push to make that happen.

Forecasts by researchers Gartner and IDC, which expects a market share of about 20 percent in 2015, are conservative, Achim Berg, head of Windows Phone marketing, said in a Bloomberg article.

Microsoft’s updated Windows Phone operating system, codenamed “Mango,” is starting to roll out on handsets. It hit the market in Japan last month on a smartphone from Fujitsu Toshiba Mobile Communications. HTC has announced two Mango handsets — the Titan and Radar — that it says will be available globally starting in Europe and Asia in October.

Phone manufacturers have not yet announced when new handsets carrying Mango will go on sale in the U.S., though they are expected this fall; nor has a date been announced for when owners of current Windows Phone 7 handsets will get the update.

Berg, speaking in Berlin at the IFA consumer electronics fair, said HTC and other partners will run advertisement campaigns for the Titan and Radar phones, and the company has joined Microsoft in training hundreds of salespeople worldwide to better demonstrate the product, according to the Bloomberg article. Microsoft plans to build on Windows Phone’s initial success with female consumers as well as with young and first-time users to win market share, he said.

Research company comScore recently released data showing that for the three-month-average period ending in July, Microsoft — with its Windows Phone and older Windows Mobile platforms — had 5.7 percent of U.S. smartphone subscribers. That was down from 6.7 percent of the market for the three-month period ending in April, and from 11.8 percent in the three-month period ending a year ago in July.

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