Microsoft makes a massive Android move to challenge Apple

Microsoft’s recent reorganization has brought several Android-focused projects into one new division. While Microsoft’s focus on mobile has seen it launch to support a number of mobile initiatives, bringing it all in one home demonstrates its commitment to the broader market.

Zach Bowden reported on the reorganization: “Microsoft is reorganizing several key teams and departments again. Chief Product (CPO) Panos Panay announced in a note earlier this week that the company is moving Surface Duo OS, SwiftKey, Phone Link, and Microsoft Launcher And a handful of other Android teams within a new dedicated Android organization called “Android Microsoft Platform and Experiences (AMPX.)”

As hardware, the Surface Duo and Surface Duo 2 are one of the most visible elements of Microsoft’s Android strategy; With the dual-screen format and a new way of looking at Android’s user interface, the Duo family’s continued presence is a confirmation to many that Microsoft isn’t in this space just to make up the numbers.

The software side of Microsoft’s Android Adventures shows the focus on the core parts of Android. You have SwiftKey for text entry, you have Microsoft Launcher to wrap around apps and experience, and you have Microsoft Outlook to handle email and calendar dates; Microsoft Office covers the productivity side of things, OneDrive offers file syncing and cloud support, Microsoft continues to push Teams as a collaborative space, and if you allow my own highlights, OneNote is the all-in-one, simple and powerful Microsoft ToDo app. .

Although Microsoft didn’t “win” the mobile OS battle (Windows Phone was too late for the part, unfortunately without the unconditional support from app developers, smart design wasn’t enough), its software is moving – especially in Android but also in a limited playing space. Apple makes it available to outside developers – and it has given it a foothold in space.

Duo may be “All Microsoft” but you can get close to “All Microsoft” on almost any Android device.

Microsoft is clearly not giving up on this, as the transition to the Android section shows.

what happened after that? In the mobile space, premium watchers will see not only the exact rebranding of Microsoft Windows 11 connectivity tool from “Your Phone” to “Phone Link,” but a closer connection with Honor devices running Windows 11 that opens up a stronger bond between Windows 11 and Android.

And if you’re wondering what the endpoint of this close connection would look like, take a look at the links Apple has built between iOS, iPadOS, and macOS—the seamless transfer of data; share app screens; Comprehensive keyboard and mouse control for multiple devices are all key.

One of the design features of Windows 11 is the ability to use it in different modes such as desktop, lap, rollback and content consumption, and more. Mobile is already in the mix on the phone, but the phone’s closeness to Windows 11 (and vice versa) is adding more use modes for the Microsoft ecosystem to take advantage of.

The operating system layer in the smartphone worlds has found its major players and it is unlikely that they will be overthrown. But the layers of software and services remain seamless as each manufacturer looks to define its own vision…and consumers have the option to toggle that according to their own preferences.

With one department taking the lead, it’s clear where Microsoft wants to be.

Now read how Microsoft’s Surface Duo user interface takes inspiration from Windows 11…

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