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“Windows Phone looks too similar and is hard to differentiate different brands” – Huawei CMO

After coming out with a couple of devices, Huawei is still not confident that it will make another Windows Phone device anytime soon. Huawei CMO was quoted as calling Windows Phone very closed and because Windows Phone devices look all the same, its hard to differentiate from the competitors. Following is an excerpt from the interview with Huawei CMO Mr. Shao Yang recorded and published by wpxbox.


Q: Do you have a concrete plan for new handset of  Windows Phone or are you still watching the market ?

A:  In Windows Phone there is one problem that it has more licensing cost than Android. That increases the price of the phone by 10%. So that’s one block point of Windows. The second block is the ecosystem. The third and major block point is that Windows Phone is not so open as Android which blocks a vendor to make their own innovation. The result of the last block is that all Windows Phone looks too similar and is hard to differentiate different brands from each other.

Q: Now that Nokia is soon going to be part of Microsoft, will you be trying to get in touch with Microsoft to get access to API et all so you can customize your Windows Phone handset and make it stand out.

A : When Microsoft and Nokia combine together, it will be even harder to open the API. That will not make the competition fare.

Q: Why do you say its not fare ? Are you worried that Microsoft will come with their own hardware ?

A:  The problem is the API and customization are not available equally for all. Initially all phone makers started with Windows Phone but only Nokia had exclusive access to some of the API. Now with Nokia gone into Microsoft, the problem still remains the same.

IMO Microsoft should not keep the APIs exclusive to a manufacturer (as Huawei said, Nokia had) and must open lot more APIs so that apps can interact with the OS in a proper manner. There’s no need to give this access to all private developers, but manufacturers and top developers deserve having it. If MS is going to give exclusive access to its Lumia brand, we’ll see no other manufacturer joining the WP scene.


Narender Singh

Student of Business, but tech still remains the topmost interest. Nokia fan for life and has been using Nokia phones since my first phone. Starting with a Nokia 1200, present is a Symbian and future will surely bring a Lumia :) Also played with droids, but still ♥ Nokia. Blog at and here at NPU.
Write to him at Email: [email protected]
  • JLIT99

    I don’t think Google has ever tried to stop the OEMs from customising Android, as long as their services are not sidelined.

    As much as I dislike Samsung’s TouchWiz, some OEMs have added some interesting new features to Android which improve the experience.

    • Certainly as long as OEMs follow the general Google design guidelines and put the Google Apps on the first page of the app launcher, they have no objection with the level of customization.

  • WH

    The fact that all Windows Phone look the same is a GOOD THING. I want a consistent user experience regardless of the hardware I choose. Android is a mess, even Google is trying to fix it by tying to stop OEMs from customising Android.

    • Well honestly, that ain’t a mess, but yep TouchWiz is. OEMs don’t want to give you a consistent experience, instead they want to give you a different experience so that you bind with them. If its all the same, buyers will shift across different brands pretty easily. MS can’t keep everyone happy. Sadly its the OEMs whom it needs to keep the happiest.

  • troll

    Clearly the CEO doesn’t realize he is the one who has decided to copy the looks of Nokia? There are hundreds of beautiful phone designs presented by Nokia fans but the CEO complains that WP all look alike? Stop copying Nokia should be a clue.

    • There’s more than mere looks. Sure they matter, but at some point of time, the design starts matching. How much of changes can they make with the same rectangle? Seeing the buyers of today, I’m sad to say that everyone is mad for specs. You give them the ugliest design and power it up with a powerful processor. There’s no chance it won’t sell. We have the live example of Samsung.