Microsoft Lowers Its Expectations for Phones

As close to launch its smartphones Lumia, firm approach to niche customers

 S 'Microsoft Corp. plans to launch new smartphones this week will mark his last attempt to win mobile strategy The new approach comes down to two words. Redefining success.In a media event in New York Tuesday, Microsoft plans to announce at least two high-end Lumia smartphones designed by the company and work with its Windows software, according to people familiar with the plans of the company. The launch of the new high-end devices is to generate buzz for the latest Microsoft smartphone effort.After stirring five smartphones with Windows, Microsoft is gunning for the mass market, but grabbing niches such as companies, where the company expects its smartphones have a competitive advantage.A pivot in the plan is Windows 10, recently published edition of the Microsoft operating system for the first time, personal ties and mobile devices in a homogeneous system computers. Windows users that Excel spreadsheets crunch or make Skype calls on your PC, the thinking goes, will find convincing to have the same experience on their mobile devices.The smartphone make-over is a high-risk maneuver. Microsoft used its Windows franchise for decades to shape the technology industry by controlling calculation device default the PC. As smartphones take this role, owned by Microsoft, you will be dimmed without a direct hand in a dominant platform.

Microsoft's decision to reduce its objective reflects facts: Windows smartphones sold badly and bled money. Two years ago, when Microsoft plunged into the smartphone business with an agreement to buy the operation of the Nokia Corp., Microsoft said it would have a market share of smartphones by 15% in 2018. The company reduced this ambition. This year, about three of every 100 smartphones sold will run on Windows, the research firm IDC estimates. IPhones and smartphones of Apple Inc. Android alphabet created by the software Inc. together form the other 97%.