Hey guys, have you heard about this company called Microsoft?
Apparently, this new upstart based in Redmond or somewhere has come out of nowhere to try to take down both Apple and Google, launching its own smartphone and tablet platforms within the next few weeks.
I can't see it getting anywhere, though. I mean, how can a relative unknown like that possibly compete with companies with the size and scale of those two?
Down to developers
It's definitely difficult to think of a company like Microsoft as an underdog, but in our current climate, that's exactly what Steve Ballmer's little operation is.
By the end of the month, Microsoft will have launched Windows 8 arguably the riskiest product in the company's history and Windows Phone 8 handsets will be winging their way to retail all across the globe.
As we've previously discussed on these pages, Windows Phone 7 now appears to have been an experiment a toe in the water to test the market, and ultimately one that can't be declared a success or failure until we find out whether Microsoft's combined Windows 8-Windows Phone 8 assault pays off in the years ahead.
Interestingly for us, however, there's one group of people that will determine which way the wind blows for Microsoft's mobile venture, and given you're reading this page right now there's a fair chance you're part of it.
Late kick-off
The advantage Microsoft has launching its smartphone assault late in the day is that it's possible to learn from those that have failed to take on Apple before.
One thing that's true of all those that have fallen short so far is that, at least to begin with, they've failed to listen to developers.
Whether, as in the case of BlackBerry, that's in making the platform's marketplace awkward and unyielding the store initially forcing consumers to pay for games via PayPal or pricing their hardware out of the market so games have little chance of reaching their audience (a la Motorola or HP's tablet exploits), what anyone looking to take on Apple has to understand is, they aren't in charge.
It's actually developers that rule the roost.
It's not a complicated concept: the software that developers serve up ultimately determines whether a marketplace takes off or not, and without a a store bursting with apps, the hardware behind it however slick and sleek won't take off.
This means making developers as comfortable and content as they can possibly be.
No guarantees
There is some suggestion, however, that Microsoft is more than aware of this fact.
With both Windows 8 and Windows Phone 8, gone are the days of insisting developers code in C#.
Native code is welcome as is Unity, as a result and, despite murmurs of discontent from the likes of Minecraft's Notch, the fact the Windows Store is such a prominent part of the Windows 8 set up means games are going to be pushed at users from the get to.
On the whole, Windows 8 looks like the most games-centric product Microsoft has served up outside of Xbox. Rather than an afterthought, the platform appears to be built around the idea of delivering apps to consumers as quickly and easily as possible.
But this isn't the first time a previously dominant player has lulled us into thinking they've truly learned their lesson. As Pocket Gamer editor-in-chief Kristan Reed discussed earlier this week, PlayStation Mobile's early promise has been completely undermined by its half-hearted delivery.
History tells us that, despite signs of encouragement pre-release, there's no guarantee Microsoft will have got this right in reality.
Point of no return
The exciting thing, however, is that, whatever happens, the launch of Windows 8 and Windows Phone 8 is likely to be a defining moment in the industry.
Either it will smash the notion that it's impossible to muscle in on Apple and Google's seemingly impenetrable duopoly you can bet RIM will be playing close attention or it will result in Microsoft's very foundations being shaken to the core, possibly to an irreparable degree.
Microsoft is going all in on this one. It either has to make its platform the most palatable, the most hospitable of all those on offer for developers, or it will fall away.
As nervy a time as this may prove to be for the businesses that still rely on Windows for their revenue, isn't it exhilarating that, ultimately, you're going to be the ones that decide?
Feature
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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