From great screen display to ease of use through excellent cameras, the Windows phones marketed by Microsoft had all. Add to this, the affordable price ranges at which Microsoft operated phones are available and it would seem the best option for the buyer in the smart phone market worldwide.
Yet Microsoft was not getting the desired returns on investment with their Windows phones. They tried by takeover of the mobile phone wing of Philippine based renowned Nokia Company. It still did not work the desired way for them.
Many other companies would have retraced their steps from the arena but not Microsoft. They started an in depth study of the deficiencies and loopholes, which are to be plugged and came up with a great solution.
Till recent times, the best Windows mobile operating system was the Window 8.1. All the Microsoft Lumia phones right from the entry level Microsoft Lumia 435 to their flagship high end phones, the Microsoft Lumia 640 and 640 XL were loaded with Windows 8.1 or upgraded to it from some previous versions. Despite all its excellence and innovative features it lacked one essential feature. It was the feature of universality.
Experts and designers in Microsoft made extensive research and experiments and came up with their latest universal solution, the Windows 10 operating system. It was also announced that hitherto the new windows operated phones would be called the Windows 10 mobile instead of Windows phone as in the past. In the meantime, Microsoft has also alienated itself from Lumia such that there is no more the mention of Nokia Lumia, once the favorite brand of Microsoft and they were renamed as Microsoft Lumia.
Introduction of Windows 10, universal operating system has already started yielding results and sales of Windows phone in UK is showing signs of improvement. If the trend continues it would be a strategic success for Microsoft. Incidentally their latest flagship phones the Lumia 950 and Lumia 950 XL comes with Windows 10 operating system pre-installed.