Many years ago, I was a Windows Phone user—and remained one until I lost my Lumia in Venice. Just before that moment, Microsoft had shut down the project and stopped selling phones. After experimenting with Android, I switched to an iPhone. I still hoped that Microsoft would resurrect the project with something truly revolutionary, but when they officially announced its permanent closure, that hope was gone.
I was 90% satisfied with my Windows Phone. Even after they discontinued support for Windows Phone 7, because I had already moved to a newer Lumia. Even when the Nokia Bookstore shut down and I lost all my purchased books. The devices were solid, durable, and reasonably priced, with excellent screens and cameras. But what I loved most was the main screen interface—something I’ve never seen replicated since. It was well-organized, visually attractive, and featured a live photo gallery with my favourite images.
And then, there was Office. iPhone users envied me every time I opened an Excel report during a meeting.
The only thing I might have missed was Instagram in its early boom—but ultimately, that wasn’t a dealbreaker. Maybe I also wished for a bit more luxury and a “wow” factor, like an iPhone. But then again, I doubt an iPhone would have survived as many drops on the floor as my Lumia did.
Now, in this review, I’ve tried to analyse and reflect on what led to the sunset of the Windows Phone era—and, what I would have done if I had been the Product Manager in Q1 2014, right when the platform reached its peak before its market share began to decline dramatically. 

SWOT Analysis of Windows Phone in Q1 2014

A SWOT analysis helps break down Windows Phone’s competitive position at the time.

Strengths:
• Efficient OS Performance: Windows Phone was well-optimized and ran smoothly even on low-end hardware, unlike many budget Android devices that suffered from lag.
• Strong Design Language: The Metro UI offered a unique, modern interface that differentiated Windows Phone from iOS and Android.
• Enterprise & Productivity Integration: Deep integration with Office 365, OneDrive, and Outlook made Windows Phone attractive for business users.
• Nokia Brand Recognition: Nokia was still a trusted name in many global markets, especially in Europe and emerging economies.
(PC Magazine 2013)

Weaknesses:
• Lack of Apps and Developer Support: The Windows Phone Store had only around 200,000 apps (compared to over 1 million on both iOS and Android by 2014).
• Limited Device Ecosystem: Windows Phone was mainly available on Nokia devices, with limited support from other manufacturers.
• Strict UI/UX Guidelines: The Metro UI enforced design constraints that made it harder for developers to port apps from other platforms.
• Late Market Entry: Android and iOS had already built loyal customer bases by the time Windows Phone attempted to compete.

Opportunities:
• Expansion into Emerging Markets: Nokia’s affordable Lumia series had potential in regions where budget smartphones were in high demand.
• Business & Government Adoption: Windows Phone’s security and enterprise features could be leveraged for corporate and government use.
• Cross-Platform Development: Microsoft could have provided better incentives for developers to create apps for Windows Phone and Windows 8 simultaneously.

Threats:
• Rapid Android Growth: Android was capturing nearly 80% of the global market, reducing Windows Phone’s chances of gaining ground.
• Carrier & Retail Support Issues: Carriers and retailers prioritized iOS and Android devices due to higher demand and better profit margins.
• Microsoft’s Inconsistent Mobile Strategy: The transition from Windows Mobile to Windows Phone, followed by Windows 10 Mobile, created uncertainty for both users and developers. 

Consumer Pain Points

Despite Windows Phone's advantages, several consumer frustrations hindered adoption:
• App Deficiency: Consumers frequently complained about the lack of essential apps, such as Google services, banking apps, and popular social media platforms.
• Inconsistent Support & Updates: Some Lumia devices received updates late or not at all, causing frustration.
• Limited Customization: Unlike Android, Windows Phone restricted UI modifications, making it feel rigid for users accustomed to flexibility.
• Weak Integration with Other Devices: While Microsoft had a strong PC ecosystem, Windows Phone’s cross-device functionality was not as seamless as Apple’s iOS + macOS experience. 

What I Would Do First

Step 0: Before getting to the work
• Before starting as a PM, I would gather as much information as possible about the product and the company. This step would be easier for me since I already owned Windows Phone devices.
Step 1: Talk to the Manager & Understand Strategic Priorities
• As I’ve learned from experience—and as other PMs confirm—the first priority is to speak with my manager to understand expectations and the most urgent problems the team is facing.
• This step is crucial for aligning with the company’s broader strategy. At the time, Joe Belfiore was the head of development for Windows Phone, reporting to Satya Nadella (or previously Steve Ballmer before February 2014).
• Next, I would speak with the team to understand their highest-priority challenges and how they see the product’s future.
• At this stage, I would also assess past initiatives and internal strategy to identify what worked and what didn’t.

Step 2: Engage with Key Stakeholders & Conduct Market Research
• Then, I would meet with engineering, marketing, and business teams to align on priorities and uncover potential gaps.
• Establish relationships with key hardware partners (e.g., Nokia, Qualcomm) to understand their concerns and expectations.
• Engage with app developers to identify technical and business barriers that made Windows Phone a lower priority for them.
• Connect with enterprise and business customers who had purchased significant quantities of Windows Phones to understand their pain points and feature needs.
• Conduct market research to analyse Windows Phone’s positioning against iOS and Android, evaluating competitor strategies and trends.

Step 3: Define a Clear Vision and Roadmap
• Establish a clear and compelling vision for Windows Phone, focusing on differentiation and ecosystem growth.
• Prioritize developer incentives, ecosystem expansion, and hardware strategy to strengthen the platform.
• Develop a roadmap with short-term wins (e.g., app growth, marketing improvements) and long-term goals (e.g., sustainable developer ecosystem, better cross-device integration)..
 
Step 4: Decide Whether to Continue or Shut Down the Project
• Based on early findings, I would evaluate whether there was a viable path forward for Windows Phone.
• If key indicators (e.g., market share, developer support, revenue potential) showed signs of growth, I would push for continued investment with a refined strategy.
• If the data suggested an unsustainable future, I would recommend an orderly shutdown while shifting focus to mobile software and services for iOS and Android. 

Full story on my GitHub