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Asus suggests Windows 10 isn’t right for smartphones

Luke Johnson


Windows 10 for phone 9

Windows 10 is set to unify the increasingly mobile tech landscape later this year, but has already been dealt a blow in its pursuit of smartphone success.

With the company’s Windows Phone platform having failed to generate much interest in developed markets in recent years, Microsoft has pinned its future smartphone hopes on the cross-platform Windows 10.

Now, however, months ahead of the system’s launch, Asus Chairman Jonney Shih has questioned Windows 10’s suitability for smartphones.

The advantage of Windows is productivity and entertainment at the same time,” Shih said speaking with Mashable.

He added: “The advantage [of Windows on phones] is not that much [when compared to iOS and Android] frankly speaking.”

Although Asus is far from the biggest player in the smartphone space, the company’s comments are sure to be a major blow to Microsoft.

If the Redmond-based firm is unable to tempt smaller smartphone players into trialling its latest OS, how will it convince the industry’s biggest players such as Samsung, LG and HTC?

According to Shih, there are two main groups of smartphone shopper – those who want a high-end, powerful device, and those who want value for money. In the eyes of the Asus head, Windows 10 device will service neither group.

Related: Windows 10 Mobile review

An exact Windows 10 release date has still to be confirmed, although Microsoft recently announced the platform would launch later this year, with the phone-friendly version to land shortly after the PC model.

Recent reports have suggested that Microsoft will look to skirt around carrier approval when issuing updates for the Windows 10 phone platform. This could prove a serious boon when compared with the likes of Android.

Mike E. Delta

May 20, 2015, 3:12 pm

I suggest ASUS mind its own damn business and shut its mouth... >=\


May 20, 2015, 5:12 pm

There is so much irony here. Asus - a Windows PC/Tablet maker, who dabbles in the smartphone market, says Microsoft's dabbling in the smartphone market doesn't make sense.

If Microsoft made a couple "universal" apps for phone calls and text messages through a cellular radio, you wouldn't even need a smartphone or a smartphone OS. You could have full Windows PCs the size of smartphones (not unlike Asus's own ZenFone 2, which is Intel Atom based). That's where the true value of Windows on a smartphone would come into play. When it's actually Windows, not "Windows Phone".


May 21, 2015, 8:05 am

I am waiting for Windows 10 so that I can buy a windows phone. I like the joined up thinking between PC, XBox and phone


May 21, 2015, 8:59 am

Asus's statement also doesn't make any sense,

"According to Shih, there are two main groups of smartphone shopper – those who want a high-end, powerful device, and those who want value for money. In the eyes of the Asus head, Windows 10 device will service neither group"

Erm, with Windows impressively low resource requirement and solid phones at cheap prices (like the Lumia 640), MS are already smack bang in the value for money bracket, more so than Android IMO since Android tends to turn into a bit of a chugger in those cheaper phones.

MS are missing out on the high end range, but I expect new flagships to come out with the release of Windows 10 and TBH with the interest that there is in the new OS, along with the features MS have announced like easy porting of apps from iOS and Android, cross support of Desktop and Xbox one, the company that comes out with a flagship device to go along with Windows 10 may find a good seller on their hands


May 21, 2015, 9:11 am

lol why its more of its business then yours

Adrian Bell

May 21, 2015, 11:46 am

Good afternoon Mr Balmer, I thought you'd retired?


May 21, 2015, 2:15 pm

he didnt say specifically why windows 10 isnt suitable for consumers...is it the app store problem or technical issue... i dont use windows 10, just spend some hand-on time, but i gotta admit the OS seems stable and is buttery smooth...once windows 10 is out, am willing to give it a try...


May 22, 2015, 2:57 am

OMG Asus said something - I need OS that I can manage same way I manage computers in enterprise - you have Office package, email and dial button + you can watch movies and play music AND .... YOU HAVE DIAL BUTTON - WHAT ELSE DO YOU NEED FROM A FREAKING PHONE ????!!!!? BJOB ????


May 22, 2015, 4:43 am

All really?

Looming Tower of Pizza

May 22, 2015, 7:05 pm

Mr Shih is a brilliant strategist and visionary. His statement has the full support of all consumers worldwide who bought an Asus phone. Yes... all 17 of them.

Looming Tower of Pizza

May 22, 2015, 7:14 pm

According to unconfirmed reports, a large number of Microsoft executives and Windows 10 development team have been hospitalized following Mr Shih's interview with Mashable.

They all seem to have similar symptoms - pain on the lower rib cage, breathlessness, bruising of the body and limbs and inability to walk or to speak coherently. Puzzled clinicians and CDC have named this condition ROFLMAO syndrome.


May 24, 2015, 3:49 am

http://www.wsj.com/articles... why would you cut off your nose to spite your face, I love asus, but they manufacture the majority of hardware for all but microsoft, so if microsoft was to gain a footing in smart phones they would be digging into their own pockets. They have their own line, plus apple, plus a lot of other android devices they have their hands in.

Zam Matt

May 26, 2015, 5:12 am

..probably bcoz he couldnt get a good deal from microsoft..

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