Microsoft's big push to capture the mobile consumer

Stuart Corner
Tuesday, 12 February 2008 00:44

IT Industry - Strategy

Microsoft has announced a series of initiatives aimed at strengthening its position it the growing market for mobile content and services for consumers. These include:
- the acquisition of Danger, a company responsible for software and services powering popular consumer handsets.
- A new application that lets users access MSN Direct content on Windows Mobile phones.
- Partnerships with several global companies that will "put Microsoft mobile technology into more hands in Asia, Europe and the US."

For almost 10 years, Palo Alto-based Danger has provided services that allow people to keep in touch, stay organised and keep informed while on the go through real-time mobile messaging, social networking services, Web browsing and personal information management applications. Microsoft says that, combining these services with its connected entertainment and mobile technologies will accelerate its plans to create industry-leading entertainment and communication experiences for consumers.

The new downloadable application for MSN Direct access is claimed to give Windows Mobile customers instant access to information such as weather and stock updates; top news stories; entertainment, sports and business news, and more, directly on their Windows Mobile phone. "Information is presented in a 'glanceable' format and is easily accessible directly from a phone's home screen, and content is automatically updated so customers have immediate access to the content that matters most to them," says Microsoft.

Microsoft has partnered with Brightstar Europe, a joint venture between Tech Data Corp and Brightstar Corp under which Brightstar Europe will promote Windows Mobile with training and support, and TechData and Brightstar reseller networks throughout the region will offer Windows Mobile phones. This is the first agreement of its kind between Microsoft and Brightstar Europe and, Microsoft says, will provide SMBs in the European Union with a complete mobility offering, including servers, devices, services and support.