…and now they have a cool mobile email app.
When a company doesn’t really have a US focused mobile device strategy – and let’s face it… Microsoft really doesn’t – things can get a bit stressful. Yes. You’re right… Windows Phones exist. Yes. I have one. No, it obviously ISN’T my daily driver; but you also have to understand one thing – Microsoft’s target market for all of its Windows Phone is NOT the United States (or other First World countries).
Microsoft isn’t making high end Windows Phones any longer. They have instead decided to concentrate their efforts on Third World countries. Very quickly, here’s why that’s very smart
1. There’s no way they are going to overtake Android or iOS devices in any kind of market share race. They just don’t have the legs to do it. Both Android and iOS are too firmly well established to nudge out of the way.
2. Microsoft’s Mobile strategy is still largely unknown. Without any real presence in the US, we’re left to people like Mary Jo Foley and Paul Thurrott and to give us any kind of clue on what Microsoft is going to do with itself in the mobile space.
Let’s face it… even though the Surface Pro 3 may be an interesting ultrabook, Microsoft has no real content consumption device or smartphone that it can really point to or rely on in any of the markets that will either garner a lot of press or a lot of money via flagship sales. They want to concentrate on third world sales, and while that WILL perhaps produce a lot of global share, in the markets that really drive innovation and enterprise sales – First World markets – they’ve got next to nothing…
So, to help address that issue, early on during the morning of 2014-12-01, Microsoft announced it had acquired the email app developer Acompli for somewhere in the neighborhood of $200M USD.
The acquisition is a good move for Microsoft on a number of different fronts. They acquired not only the app and its IP, but also the people that coded it. Acompli has a really good Exchange interface on both iOS and Android devices, and they plug a hole where something is CLEARLY missing from Microsoft’s mobile Office Suite – Outlook.
Microsoft doesn’t have an “Outlook Mobile App” to speak of on either iOS or Android before this acquisition. According to Rajesh Jha, Microsoft’s Corporate Vice President of Outlook and Office 365, “This acquisition brings us an app with innovative technology and a set of talented people who are passionate about reinventing email and communications on mobile screens. It will expedite our work to deliver the full power of Office to mobile devices.”
It’s clear that Microsoft is intending Acompli to be “Outlook mobile.” How the app is rebranded or actually integrated into their newly forming mobile suite for iOS and Android is yet to be totally understood. However, one would think that users would see something for those mobile suites sooner rather than later…if not before they intend to release the “touch” version of Microsoft Office for their Surface and Surface Pro tablets, currently codenamed Gemini.
This is a developing story, and I intend to follow up with either an update or a new post if something interesting comes to light. Please stay tuned.
In the meantime, what do you think of this development? Do you use Acompli? How badly do you feel “Outlook mobile” is either missing or is needed on the iOS and Android side of the world? Why don’t you join me in the discussion area and let me know what you think?