What’s the big secret with Windows Phone 8?

Sep 20, 2012 11:22 am by | 29 comments

3731_hero2_htc_winphone_8s_thumb_461A0730This week Microsoft is releasing, to developers with apps already in the Windows Phone Marketplace, under NDA, a near final version of the Windows Phone 8 SDK (software development kit).  This is quite a departure from business as usual, where developers are encouraged to begin developing apps for a new platform well before it is released, as was done with both the Windows Phone 7 and Mango (Windows Phone 7.5) releases.

According to a post last week by Todd Brix of Microsoft announcing the SDK program, the Windows Phone 8 SDK includes a fully functional emulator that would give away new as yet unannounced features of the new platform:

I know that many of you want to know why we simply don’t publically release the full SDK now. The reason is that not all Windows Phone 8 features have been announced and our SDK includes comprehensive emulators that allow developers to test apps against a wide range of Windows Phone features. We recognize that this is a different approach to delivering tools than we’ve taken in the past. Our goal is to generate as much Windows Phone 8 excitement as possible to attract new customers when phones go on sale. This is one of many steps we’re taking to help give you what you (and we) want most.

Indeed, when an earlier version of the Windows Phone 8 SDK leaked, it revealed quite a treasure trove of new information, as we reported on at the time.

So what would be so important to keep secret that it would keep Microsoft from allowing developers to contribute new and potentially sales producing Windows Phone 8 apps?  We reported previously on speculation that the Windows Phone 8 OS itself was late, but late last week word filtered out that the OS has RTMed (note that Microsoft has not publically announced the RTM of Windows Phone 8, as they did with Windows 8 to much fanfare.  In fact, the images posted on Chinese social networking site Weibo were pulled shortly after they were made public, although we’re very sure they were authentic).

While it’s certainly possible that Microsoft has some sexy new feature they’re holding back on (and we’ll be the first to ooh and ahh if they do), a number of possibly more mundane reasons may be holding back public access to that Windows Phone 8 emulator, including:

Xbox Music

Microsoft has been keeping its successor to Zune Pass tightly under wraps, and we would be very surprised if Xbox Music wasn’t tightly integrated with Windows Phone 8.  Earlier this week we reported on rumors that Xbox Music will offer:

free-to-user advertising-funded streaming, a single tier dual subscription streaming service, a scan-and-match locker service and ALC downloads.

Unwillingness to reveal Xbox Music early (especially if the details of music licensing deals are yet to be finalized) could very well be a holdup, and with a revamped Music hub baked into the OS, it might be near impossible to show off the OS without revealing Xbox Music plans.

SkyDrive / Xbox Music Cloud Collection

Likewise, we’ve been hearing rumblings for quite some time that SkyDrive will play an important role in Microsoft’s Xbox Music plans, and some of the news from that earlier leaked SDK revolved around a setting for an “Xbox Music Cloud Collection”.  Again, an aversion to revealing this early could be a holdup.

Bing / Nokia Maps

Apple’s switch to its own mapping service has been at the top of the news this week, and Nokia has been quick to point out its expertise in mapping and location services.  In the initial Windows Phone 8 announcement, Joe Belfiore signaled that Nokia Maps will be included in Windows Phone 8:

Better maps and directions: Windows Phone 8 builds in Nokia mapping as part of the platform. Our partnership will provide more detailed maps and turn-by-turn directions in many countries, plus the ability to store maps offline on your phone so you can work with maps without a data connection.

Again, the details of this new development (including how other players like HTC and Samsung are going to take to running Nokia branded software on their devices) may not be ready to go public.

Something else, entirely?

From the earlier leaked SDK and previously announced Windows Phone 8 features, we already know a lot about what’s coming with Windows Phone 8.  Is there some major new feature we still don’t have a clue about?  Hard to believe, but Microsoft did quite successfully pull off a coup with the Microsoft Surface announcements.  Do they really have another such trick up their sleeve?

Todd Brix promised “more SDK news in the coming weeks”, and of course there’s always a possibility that news, even under NDA, will slip out, so we should know more soon.  Still, it’s highly unusual to hold back on promoting the SDK and building out an app platform as soon as possible, so what could be the holdup?  What do you think Microsoft and Windows Phone 8 is hiding?

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  • http://www.facebook.com/alvin.ashcraft Alvin Ashcraft

    Big reveal: You can now arrange your start screen tiles with an Angry Birds-style slingshot!  ;)

    • http://www.skyledavis.com/ S. Kyle Davis

      This would actually be kind of fun!

  • Kit Y

    Microsoft should replace Maps on Windows 8 with Nokia Maps as well…

  • vedichymn

    Xbox music is the only reason I could think of, let’s hope for something more interesting.

  • http://twitter.com/efjay01 Ef Jay

    I don’t expect any surprises, the leaked SDK pretty much revealed everything. Probably just more concerned about launching with windows 8 than anything else.

    • he.lt

       did it really? Why then did news about extendenble contacts have been rumored today?

    • Eric

      Might there not be plenty of first party apps not in the emulator.

  • http://twitter.com/surilamin surilamin

    I have difficulty believing Microsoft really has anything seriously surprising left to show that wouldn’t have already leaked.  I guess we’ll see soon enough, but I’m not holding my breath.  My guess is they’re not releasing the sdk publicly so devs keep developing for wp7.5

  • Thomasjthompson

    Maybe a tight integration with Skype which could be powerfull?

  • http://twitter.com/jjMustang Jerad

    I’m wondering if there’s not more Windows 8 integration, such as receiving SMS on a tablet, à la WebOS with the TouchPad and Pre, and that an update to Windows 8 will be released around the time of W8 GA to enable that feature.

  • Mario Albertico

    Thanks for covering this, Kip…I keep asking myself all these questions about the delay and the claims to “generate as much Windows Phone 8 excitement as possible.” Xbox Music sounds like a very viable reason–and maybe it’s all tied with Surface and Windows 8 in terms of Microsoft trying to accomplish some kind of launch/unveiling followed by an “immediate” product availability or pre-ordering (a la Apple).

    • joe

      I think that MS is succeeding.  With “generate as much Windows Phone 8 excitement as possible” that is.  Though “excitement” may not cover the emotions being felt.  No matter what people are feeling, the fact they are thinking about WP8 is success for MS.

      Just as an aside.  Being an investor, this is perfect timing (probably the only time) that MS can take this kind of shot at the smartphone market.  Many planets seem to be aligning.  The iPhone design even in its “5″ configuration is long in tooth.  I believe Android, though a mass marketing success, is vulnerable to an alternative that appeals to those who don’t like to futz with their phone on a daily basis.  There are a lot of consumers out there who are growing tire of the complexity.  To tap this market MS/Nokia/HTC need only hit a certain price point.  Likely too late for MS to gain significant market share.  However, given the volume, meaningful market share is nothing to sneeze at.

      • Mario Albertico

        Very interesting thoughts, Joe. I would slightly counter on the emotions point, because I do think that strong negative feelings/thoughts about WP8 could spoil a success. Though I don’t think that such negative feelings/emotions are currently the major concern, we can account for some of the low adoption rate or lacking major app development by considering residual anti-Windows Mobile sentiments (and a lacking powerful Windows Phone marketing campaign to reset people’s minds).

        On what you’re saying about “planets aligning,” I agree that Microsoft is in a very prime position to take advantage of the current smartphone market situation, but it seems like on top of hitting attractive price points, Microsoft (and its partners) should launch a continuous and cohesive marketing campaign that plainly and simpy lets Android/iPhone users know that there *is* something better available.

        You’ve probably guessed by now that I’m hoping for a big marketing push. From your experience, would you agree that a powerful Windows Phone advertising campaign would be a crucial component in the strategy to “generate as much Windows Phone 8 excitement as possible?”

        • joe

          Thanks Mario.  Good points.  This is my summary on the Win8 situation for MS…

          Microsoft and marketing is an interesting topic.  I wouldn’t expect a big push from MS proper.  For MS aggressive marketing hasn’t paid.  Look at the failure of Vista, the most aggressively marketed MS product ever, as compared to the under-advertised success of Windows 7, which was seen as a make-up effort for Vista.

          To me there’s no reason for MS to push Windows 8 on the desktop.  The business sector will not adopt it for at least two years.  They have such a tight grip on the desktop OS market that marketing really doesn’t matter.

           On the tablet side, I think that success in the consumer market depends on the success of WP8 and what they will be requiring of licensing from the OEMs (price point).  From the business perspective, something that I am directly involved in, the appearance of as WinTel tablet has distinct advantages over competitors.  This stems from the fact that the tablet operating environment would be technically similar to the desktop.  Very beneficial to businesses whose desktop investments are WinTel based.  Therefore I believe business demand will drive this market.  Little need for marketing to this group.

          This leaves WP8.  In my mind the question is why would MS need to push advertising here?  If I were them I would wait to see what kind of efforts the cell phone makers and carriers put forth.  If there is a lack of effort there, then I would step in and seed those efforts.  However I doubt that the investments that are made by the manufacturers and the carriers will be made without a good deal of marketing.  I am sure that MS will do some marketing, however I would not expect a big push from them.

          I think that should WP8 be successful, business see value in Win8 based tablets, and MS keeps their greed in check (this is important), that the Win8 consumer market will over the long haul be a success also.  This is a long shot for sure.

  • Gerry Rivers

    i personally would love to see a feature where i could be doing something on Windows 8, pause it, finish it on my tablet and or phone. This sort of works with the Xbox app with the Xbox but not with other Windows devices.

  • Robertjj

    Kinect integration in gaming as well as touch less gestures. I think they are taking on SIRI in bold fashion.

  • Maceoparker

    I think the real big secret is NFC. Microsoft will have support from major banks and retailers for secure mobile payments and transactions. Other secrets will be Skype calling, killer 3D game titles and thier Xbox music service.

    • http://www.facebook.com/people/Ali-Baba/100003388541734 Ali Baba

      Perhaps real xbox live games.. that you can play on xbox, phone and PC… the current xbox live games on WP are  a joke. a promise they never delivered on WP7.

      And maybe smart glass for the phone… so far they have a video on xbox.com…also, cheap music subscription to blow spotify away.

  • meetarnav

    Fingerprint recognition before making payments?

  • Phmurphy

    I think windows phone will fail.  Android will take over and I am going in that direction.  I have software that I have developed for WM6 and the failure of Microsoft to make the connection to WP7 or WP8 has made me furious.  My software does NOT need and online connection, it was intended for a PDA that did not need to be a phone.  Odd though it may seem, some of us need a good data collector not a phone that plays games and wastes my time on social media.

  • Pucker

    Think:  deep integration with Windows 8.  Blurring lines.  

    Watch.

  • Louisvillesteve

    I think a new notification center will be announced. The current one is terrible compared to the competition. Steve Balmer mentioned it ever so briefly at the Nokia announcement and I think it was an intentional clue.

  • ha55ie

    Microsoft will be introducing “1 ring to rule them all”… i know your wondering what the heck am i talking about.
    Xbox Music will not be just about Xbox Music… Xbox Live, Music, Video, Email…Basically Microsoft is making it’s own “World”…
    The App store is good very good….
    But Microsoft is looking beyond the App store…(though app store/marketplace is still very important)

    I could be wrong… but thats how I see this shaping up…
    Look at W8/Xbox 360 dashboard/and WP8….
    I’m in the Xbox Dashboard update Beta, and it resembles W8/WP8 more now than ever, they poured more “Metro” on it…

    And whenever this new Xbox/Kinect comes out…it will be the last defining piece of the puzzle…

  • http://www.teknowlodgy.com/ Aavishkar

    The windows phone 8 is gonna be a big hit!!!

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