Under new chief executive Satya Nadella, Microsoft is charging ahead with a “universal app” strategy – the idea that software developers can create an app once and then deliver it to each of the company’s devices, whether it’s PCs, tablets, phones or even Xbox consoles, without much additional work. This one-app-to-rule-them-all approach is how the company plans to overcome its disadvantage in phones and tablets, where it is way behind Apple and Google in terms of market share and total number of apps. A simplified and unified experience could indeed be the secret to luring developers away from its two rivals, both of whom run different operating systems depending on which devices they’re using.
I spoke with Windows Phone director Greg Sullivan last week at Microsoft’s annual Build conference in San Francisco about the plan and why it could work. I also sat down with Mary-Ellen Anderson from Microsoft Canada to get the local perspective. As vice-president of the developer and platform group, she’s in charge of recruiting companies and individuals to create apps for Windows devices here in the snowy north. With the company having success in securing the biggest app developers, its focus is now shifting to a more local level.
“We need to get the [apps] people care about in Canada,” Anderson said. “That’s a big, big deal for me.”