Satya Nadella is rebuilding Microsoft from the ground up and as part of the reorganization that the company is now going through, and which includes thousands of job cuts, the new CEO is also rethinking the mobile strategy in anticipation of Windows 10 Mobile's launch.
In an email to employees, Nadella revealed that Microsoft will focus on three different types of phones, namely business devices, value models, and flagships, and now Bloomberg brings more information on these plans thanks to a company insider.
It appears that Microsoft wants to launch one or two Windows phone every year, which means that it could refresh its entire phone lineup every 12 months. If this is true, the company significantly overhauls its phone portfolio, bringing new models to the market at a much slower pace than it does right now.
For instance, a total of 7 Windows Phone model have been launched in the last 8 months, which means that Microsoft released nearly 1 device per month, and many of them are low-ends and mid-rangers. With the new approach, Microsoft would only focus on affordable devices and flagships, so mid-rangers could disappear from its future and be replaced with business models.
What's also interesting is that Microsoft plans to stop selling phones in markets where its market share is very small, as it only wants to focus on places where Windows 10 Mobile does have a future.
It's not yet clear whether the United States is one of these markets, but it's a well-known fact that sales of Windows Phone are better in Europe than in America, so Microsoft might be reconsidering its options for the domestic market.
Windows Phone is at approximately 3 percent market share worldwide right now, but various research companies put it at more than 10 percent in Europe, so this could become one of Redmond's key markets.
An announcement on the markets that might be impacted by Microsoft's new strategy is yet to be offered, but if this information is accurate, expect some official news on this very soon.