Phoenix from the flames
Microsoft's mobile efforts recently have been a bit of a joke, with the failure of its Kin own-branded handset the nadir, or so Microsoft must hope.
The software giant's efforts in the entertainment space haven't been much better in recent years, with Zune currently representing yet another failed attempt to compete with Apple in the mobile device space. But one success has been Xbox and its cloud service Xbox LIVE.
Back in May, Microsoft CEO Steve Ballmer decided he was sick of watching these divisions underperform and brought them together under his direct command. As implied at the launch of Windows Phone 7, Microsoft is going to combine the UI of the Zune with the cloud functionality of Kin in a brave attempt at creating several phoenixes from one flame.
Now it's clear that a major feature of this cloud entertainment focus will be, quite rightly, Xbox LIVE. We've long thought that for Microsoft to stand a chance of offering something truly different and compelling in the mobile space it needs to find a way of combining its many diverse products in an intuitive way. Principally, this means productivity and gaming.
Apple especially, but increasingly Android too, have a big head-start on Microsoft when it comes to mobile app development. But when it comes to gaming on the PC, Microsoft is still king, it just needed to find a way to translate that strength, and those developer relationships, onto the phone. This announcement implies Microsoft has succeeded.
"We believe that no matter where life takes you, the best in gaming and entertainment should follow," said Marc Whitten, VP of Xbox LIVE at Microsoft. "Windows Phone 7 takes a different approach to handheld gaming, utilizing Xbox LIVE, Microsoft Game Studios (MGS), leading game publishers, and innovative indie developers, to create powerful, shared experiences for everyone."
"Windows Phone 7 is the launch of a major gaming platform for Microsoft," said Matt Booty, GM of mobile gaming for MGS. "Just like we've done with Xbox 360, our charter is to push the envelope and deliver definitive games that maximize the platform. We will have an incredible lineup of MGS titles, and that's just the beginning."
You can see the full list of games announced for WP7, as well as the other Xbox LIVE features that will be available, on the next page. In the meantime here's Microsoft's vid introducing Xbox LIVE on WP7.
