Microsoft’s Next Step As It Tries To Trump Android – Forbes

Microsoft’s next step in its quiet but highly visible infiltration of Android is the lock screen. The latest piece of beta software from Redmond allows users to access Cortana with a single swipe from the opening screen. It’s quick and easy to use, it integrates into the Android environment on a smartphone and it increases the potential of users joining Microsoft’s cloud.

Microsoft CEO Satya Nadella (image: Photographer: David Paul Morris/Bloomberg)

Microsoft CEO Satya Nadella (image: Photographer: David Paul Morris/Bloomberg)

As I’ve previously noted on Forbes, the battle over the dominant mobile operating system and the alternative option has been decided. Google’s flavor of Android has walked away with the volume prize, while Apple’s iOS picks up the second place in the market share. All the others including Windows 10 for Mobile barely register on the market share graph. The next iteration of computing will be built not at the operating system layer, but in the cloud.

Although it is not tied directly to a major mobile operating system, Microsoft’ cloud-based services are slowly working their way into prime positions on the Android and iOS platforms. While users of these smartphones will in almost all cases have a Google or iCloud account, Microsoft’s software is easily downloaded and can run alongside these primary accounts. For users with desk bound Windows 10 computers, using the Microsoft account on their mobile phone makes a lot of sense, with shared files, documents, and information.

T-Mobile Alcatel Idol 4S with Windows 10 (image: Ewan Spence)

T-Mobile Alcatel Idol 4S with Windows 10 (image: Ewan Spence)

This is how Microsoft stays relevant with little mobile platform market share. It keeps increasing the value proposition of using Microsoft’s software on other platforms. On its own, the ability to use the Cortana digital assistant from the lock screen doesn’t seem to offer much, but it all adds up in the background for Microsoft.

Now read about Microsoft’s move into AR, as I experience the HoloLens…

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