
Funny thing about fences. They have two sides, but they also have
riders. Those who prefer the precarious perch as opposed to placing
their feet squarely on terra firma. Some do it because they have no
honest opinion, nor care. Some do it to avoid conflict. Some do it just
to see how things look. All end up with a really nasty wedgie. I’m not
riding a fence here. But I am hopping over to see how things look on the
other side.
I’m talking about Android apps on Windows Phone. Recently some
outlets reported that sources inside Microsoft were claiming that
Microsoft was investigating the possibility of bringing Android apps to Windows Phone,
instantly filling the app gap. This would bring, among other things,
coveted Google services to a platform pretty much devoid of them. This
is not, in and of itself a bad thing.
The Blackberry beta test
Bringing Android apps to a non-native platform didn’t help Blackberry
one iota. Not long ago, Blackberry brought the promise of side-loaded
Android apps in the hopes that it would assuage the hundreds of users
clamoring for a new Blackberry phone,
and an app store. Well,
one out of two ain’t bad I guess. But Blackberry’s implementation of
Android on Blackberry caused a very disjointed and not altogether
pleasant experience. Apps were rarely smooth, and they didn’t run as
expected on a Blackberry platform because, well, it wasn’t Android.
There was no consistency with the Blackberry experience one wanted on a
Blackberry platform.
But in Windows Phone’s case, this could be an even worse problem. The
Modern UI is part of Windows Phone’s image and overall user experience.
Getting rid of that is like putting side-opening doors on a
Lamborghini. It’d be totes cray cray. It’d be like, oh I don’t know,
getting rid of the Start button. You…just don’t do that. Unless you’re Microsoft. But
an Android app running on Windows Phone would elicit that same
disconnected feeling running them on Blackberry caused. Overall – not
good mojo.
Plus Windows Phone is aching for developer support. Sure they’ve
caught a few big fish recently, and sure Nokia’s grassroots efforts are
bringing in the little fish, but there’s still a lot of work to do.
Let’s try a new marketing slogan here: “Windows Phone – don’t bother.”
Eh, not feeling it. Not sure it is really going to attract the right
audience, or any audience for that matter.
One of the problems Windows Phone faces today is that developers who
have the resources to code for multiple platforms are coding for iOS and
Android first and second, and Windows Phone third, if at all. Smaller
developers with limited resources are picking one and sticking to it.
Sometimes that one is Windows Phone, most other times not so much. So to
tell those developers, you can go ahead and run your Android apps on
Windows Phone is not sending the proper message.
At best, the idea amounts to a short-term gain, but a long term loss.
Sure you might attract over some hold outs from the platform because of
the shiny new app selections that bring it to the same level as the
fruits and bots. But in the long term you’ll be sending the wrong
message and enticing only the staunchest coders and purists to develop
for Windows Phone as opposed to Androws Phone. As for the users, you’ll
be getting more of them and more phone sales, and maybe even some market
share. But if users are buying into an Android ecosystem, that’s not
exactly enticing them to stay once that two-year contract runs out or
once the next Nexus hits the shelves.
Last but not least, there is the most obvious fault in strategy. By
allowing Android apps onto Windows Phone, Microsoft would basically be
declaring to a world full of potential customers, “We can’t get our own
stuff done”. Putting Android apps onto Windows Phone is a tacit
admission that not only is the App Marketplace lacking in some crucial
titles, but Microsoft has no plan/ability to add those titles in a
timely manner. Basically Microsoft would be admitting that its ecosystem
is not up to par, but come buy our phones anyway. Speaking of poor
marketing messages.