There is an argument to be made to cater to the budget conscious. As a platform, Windows Phone 7.5 has almost eschewed that silent portion of the population where contracts, monthly bills and premium phones don’t equate to a choice that would be economically viable for them.
“Budget” seems to be a word that is almost opposite of what it should be when it comes to the big cellular carriers in the US. AT&T, Sprint, Verizon and T-mobile are all on par when dealing with the premium choice and plans. Anything under that isn’t advantageous for those looking to get into the smartphone arena, that is without spending a huge sum for an unlocked, out of contract device.
Simply putting it, the big four don’t compete on a budget conscious level. That’s why the iPhones, Galaxies and (in a short time) The Lumia 900s rule the roost. That’s where the money lies for them.
Yet for some, that isn’t an option worth considering, the price too high to enroll.
When speaking about Microsoft’s plan to roll out a competitive strategy to hit all types of price points, one has to see that its plans (at least currently) don’t include two of the biggest budget friendly cellular carriers in the States: Virgin Mobile and Metro PCS. Combined, these two carriers have a total of 14.9 million subscribers in tow.
While this isn’t as impressive as the numbers gathered by the big four, that is still a considerable size of potential customers waiting to be tapped. The biggest advantage of delving into this zone of the market is the lack of true hardware competition at the price points that Nokia and other OEM’s could hit. Siting Metro PCS’s website, a 4G LTE plan and a phone of comparable pricing to that of T-mobile’s Nokia Lumia 710 ($49.99) would fetch you an Huawei M835 tokidoki Edition (currently $49.00). A 2.2 Froyo Android phone with a paltry 256 MB of RAM and a 528MHz processor.
The spec sheet of a typical Windows Phone would blow the Huawei out of the water. Combine that with the erratic performance that such Android phones begin to experience after a few months of use, installed apps and an update path with dead ends, and you can see the potential for Microsoft and partner OEMs to dominate a sector that isn’t used to a “premium” operating system running on adequate hardware.
The advantage of Microsoft’s mobile OS is its silky, smooth experience running on all types of devices without a hitch in performance. It’s that sort of user experience that could win over the budget friendly customer used to the budget friendly hardware that screams “cheap” in every sense of the word.
With the advantage of having an OS running on par on any type of hardware with the minimum specs Windows Phone requires, the competition on the level of the Nokia Lumia 710 at $50 wouldn’t be able to compete. What’s more, the level of engineering on devices that a company like Nokia can create for a budget conscious customer would be a competitive advantage.
Of course, what it also boils down to is money.
With the squeeze of the economy on low income families and the middle class or those just looking to save money in general, cellular services like Metro PCS and Virgin Mobile will become more attractive. The surge of these two key figures in the market due to poor economic conditions can create an environment where a new wave of customers can be introduced to Windows Phone as they adopt services with a simplified budget in mind. These potential customers should be the ideal target to invest marketing dollars on.
With Android handsets being what they are at pricepoints that usually attract such clients, there lies an opportunity to introduce the alternative. The “premium” phone at bargain prices. Not to say that a Nokia 710 should be the only device available to these carriers. Having an HTC Titan on board to combat the higher end models that are available at higher price points could demonstrate the fluidity of the OS on different hardware specs without nary a degradation in performance.
Seeing how we are finally getting hero-type devices from Samsung, HTC and Nokia and the fact that such devices aren’t necessarily breaking the bank in manufacturing costs compared to high-end, dual-core Android devices, Microsoft and all other OEM’s could compete (even if it’s with themselves) to obtain a piece of the budget friendly pie.
What say you? Do you have a Metro PCS or Virgin Mobile account and would like to see some Windows Phone devices on these carriers? Let us know in the comments section below.









