Ha, "There are dozens of us!"
Another great article, Jez. I'm 100% with you in my delusional desire for a Microsoft return to mobile.
Whether it's a new Windows OS or another Android variant, I'd add a piece to that niche of users that's right up your alley: Xbox integration. Maybe even a joint venture with Asus, Razer, or Logitech around some amazing gaming hardware, where that new mobile gaming Xbox is also a phone. Apple and Google don't know anything about gaming compared to MS' Xbox team. And there are purchasing promotions MS could do across devices. I know MS has blown the window to be the clear and dominant mobile gaming option (shame they never did that back when it could have made a difference for Windows Phone), but Microsoft is still alone in its ability to provide a mobile device optimized for Gamepass, streaming, AND Copilot productivity with Office. Is that for everyone? Absolutely not -- there's only a small minority of users who will care about productivity, AI, and gaming, but it's a niche that MS could own, and then restart things from there.
Take the beachhead, then expand. To take Rocky Balboa out of context, "That's how winning is done."
If MS defines success as instantly having 20%+ market share, there's no chance at success. But if they can stomach defining initial success as just getting a few people to use their mobile hardware and boasting about how it's the best way to use Gamepass, Copilot, and access the MS ecosystem, that's a win. Then work to grow by delighting those users and converting them into natural user evangelists, like Apple fans. Force their own employees to use the product (ALWAYS eat your own dogfood -- that there was anyone at MS outside their Apple development group not using Windows Phone during your visits is sickening) and learn from it. Listen to feedback from their employees and from the early users and improve. Build connections to Xbox, automatic handoffs of gaming to PC or Xbox or co-op gaming between phone and console/PC. Build Copilot automation into the device so it can actually Copilot, not just answer questions. Add one small dedicated niche at a time and accept that growth will be slow, earned by being the absolute best in one area at a time and leverage the integration with their other technology. In a decade, MS is back as a major player in the mobile space with a hardcore fanbase eager to spend money on their next new thing.
Best book on this subject is Geoffrey A. Moore's Crossing the Chasm. This is a textbook confluence of strengths, fans, and opportunity. MS execs should read and follow it.
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