If Microsoft promotes dual-boot smart phones with Windows and Android, will customers come running? Or is this similar to IBM's failed OS/2-Windows dual boot strategy from the 1990s?
It sounds like Microsoft is working on a dual-boot smartphone strategy that would cover both Google Android and Windows Phone. Um... this strategy sounds a bit like the 1990s, when IBM launched a dual-boot initiative involving OS/2 and Windows. Anybody else remember how that story turned out?
Microsoft's alleged thinking goes something like this: Partners and customers will have the opportunity to have their Windows Phone with a healthy side of Android to go along with it, suspects Michael Cusanelli -- a peer here at The VAR Guy. In theory, that could make Microsoft's smart phone strategy more attractive in a world where Apple iOS and Android dominate, and Windows is an also-ran laggard (at least in terms of market share).
Deja Vu All Over Again
But here's the thing: This strategy isn't unique. Back in the 1990s, IBM called on PC makers to offer dual-boots featuring the company's OS/2 Warp with Microsoft's Windows -- allowing customers to choose the operating system they most favored. In the rare cases PC makers offer the dual-boot, most customers simply deleted OS/2 from their systems. By the time Windows 95 launched in August of 1995, virtually all PC makers abandoned the dual-boot strategy. And IBM's own PC business (now owned by Lenovo) got cozy with Windows 95.
Lou Gerstner, CEO of IBM at the time, ultimately re-positioned OS/2 for servers and abandoned the desktop -- but even that strategy failed vs. Linux and Windows NT Server. Another IBM strategy -- called Workplace OS -- called for customers to mix and match operating systems on their PCs. That too failed.
Questions Partners Must Ponder
All this makes The VAR Guy wonder:
- Can Microsoft really make the case for a dual-boot smart phone? Or is this simply the latest case of a struggling operating system maker trying to find a creative way into the market...
- Will resellers and MSPs embrace the strategy, or will dual-boot complicate things like mobile device management (MDM)?
- Will ISVs back the strategy, or will the dual-boot effort further erode confidence in Windows Phone as a development platform -- sending more ISVs toward Android?
Hmmm... Plenty to ponder in the days ahead.