Nokia X, the company’s only Android-based smartphone lineup, may soon leave world as Microsoft is making changes in its strategy and sharpening its focus towards Windows Phone-based Lumia series. Moment after Microsoft CEO Satya Nadella announced a major cut of up to 18,000 jobs, the company’s Executive Vice President Stephen Elop’s memo released online which indicates abandon of Nokia X lineup due to Lumia devices.
Redmond-based Microsoft had planned strategy soon after signing deal to acquire Nokia Devices and Services business unit last September. The new changes announced by its two top executives are a part of that strategy and will result in development of more and more Windows Phone devices in the coming future.
In the memo to Microsoft employees, Elop said, “Microsoft’s strategy is focused on productivity and our desire to help people “do more”. As the Microsoft Devices Group, our role is to light up this strategy for people.”
While the fundamental focus will remain on phones, Surface, meetings with devices like PPI and Xbox hardware, Microsoft is in a move to make certain changes in its newly acquired Nokia handset business and its Lumia lineup.
“It is particularly important to recognize that the role of phones within Microsoft is different than it was within Nokia. Whereas the hardware business of phones within Nokia was an end unto itself, within Microsoft all our devices are intended to embody the finest of Microsoft’s digital work and digital life experiences, while accruing value to Microsoft’s overall strategy,” Elop said. “Our device strategy must reflect Microsoft’s strategy and must be accomplished within an appropriate financial envelope. Therefore, we plan to make some changes.”
As the company, which was originally popular in developing software, is all-set to grab Nokia operations for its Windows Phone upliftment, there is no space left for other mobile platforms, even most dominating Android. Moreover, in the total workforce reduction, the company is set to cut as many as 12,500 jobs from Nokia handset business.
The reduction in Nokia’s employee base is certainly due to a major change which will increase in Windows Phone development at faster pace than even. “[W]e plan to deliver additional lower-cost Lumia devices by shifting select future Nokia X designs and products to Windows Phone devices. We expect to make this shift immediately while continuing to sell and support existing Nokia X products,” Elop revealed.
Apart from announcing the transition of Nokia X to Lumia, Elop said that the phone business unit will be led by Jo Harlow with key members from both the Smart Devices and Mobile Phones units. The company is planning to start operations for future, high-end Lumia devices at its factory in Salo, Finland, however, affordable smartphones would be developed in Tampere, Finland. Besides, application software development would be continued in Espoo and Lund.
Microsoft is also planning to bring more tablets to market with partnering OEMs, but again all of those tablets are quite expected to have Windows operating system. These facts suggest that the software giant is no more in favour to go with any other software platform, and thus set to leave Nokia X.
Microsoft had originally launched the Nokia X in India in March and upgraded it with the Nokia X2 in June. Being running on Nokia X platform, these smartphones allows Android app downloads and can even have Google Play Store.