Guest post by Jesse Lipson

Many enterprises see mobile content as the next major step in their content strategy. But before they take the plunge--either by creating a customer-facing app or signing on with a content management vendor that touts mobile support--it's important to consider the mobile operating system landscape and assess the health of the various OSes.

According to IDC, by the end of this year Windows Phone 7 will account for just 3.8 percent of the worldwide smartphone market. Despite its unique user interface, Windows Phone 7 failed to gain customers due to the absence of some vital features like multitasking and a shortage of worthwhile and quality apps.

Discussion in the mobile space has focused on the relative importance (or unimportance) of the Windows Phone OS and if it has staying power in a market dominated by iOS and Android platforms. But by 2015, IDC predicts that the Windows Phone 7/Windows Mobile will be second behind Android, with iOS being third in percentage of market share. In IDC's opinion, Windows Mobile will benefit from Nokia's support and the anticipated release of the Mango-powered smartphones. With this in mind, I am confident that the Windows Phone isn't going anywhere soon and there are four reasons why it's still a relevant platform for content managers.

Partnership with Nokia

Back in February, Microsoft (NASDAQ: MSFT) announced its partnership with Nokia and their goal of creating a "new global mobile ecosystem." The partnership allows Nokia to help drive the future of the Windows Phone and increase adoption of the platform.

Nokia is adopting the Windows Phone as its principal smartphone platform, updating areas in need such as imaging, language support and hardware design, where Nokia's expertise lies and is a clear market leader. By doing this Nokia hopes to bring the Windows Phone to a larger market.

Until Nokia introduces the Windows Phone-powered smartphones in 2012, Windows Phone 7 will only hold a small share of the market. Nevertheless, assuming that Nokia's transition to Windows Phone goes smoothly, as stated earlier, the OS is expected to defend a number two rank and a more than 20 percent share in 2015. In the next two transition years, we cannot tell for sure the impact Nokia will have on Windows Phone other than the company's chance to widen adoption and increase market share. 

Google's acquisition of Motorola Mobility 

Google (NASDAQ: GOOG) was very busy in August, entering into an agreement with Motorola to acquire Motorola Mobility, a dedicated Android partner that will enable Google to put more stress on its competition within the mobile space. The acquisition makes it much more likely that Samsung will be willing to push Windows Phone. Already in the next couple of months, Samsung is planning on releasing a new Windows tablet.   

Developers already have a pre-release version of Windows 8 running on a special edition of the Samsung Series 7 tablet and analysts are now weighing in on how many developers will ultimately build Windows tablet applications.

Developer competition

Having a personal experience with the Apple (NASDAQ: AAPL) approval process, it can be an arduous and long process to get apps approved. Apple also has been enforcing In App Purchase (IAP) rules, its revenue share policy, which slows down approval time, making the process a major pain point for companies trying to bring apps to market quickly. For app developers, Windows Phone presents some interesting market opportunities. While Windows Phone suffers from much less user demand in terms of app consumption, it also has a much smaller supply of apps. 

Last month for example, the Windows Phone 7 Marketplace had more than 30,000 apps available. That seems like a lot, but it is dwarfed by Android's 250,000 and the Apple App Store's 425,000. While Apple and Android's app stores are quickly becoming saturated with apps in almost every category, Windows Phone still offers developers an opportunity to be the first app in their category.

Microsoft is also working on expanding its app platform, announcing App Connect. The platform interacts with other aspects of a user's phone, incorporating the information from each app, whether it is music or social media apps, seamlessly into search. Without the long approval process that comes along with Apple, Windows can draw more developers in, creating more competition, growth and quality in the Windows app market. 

Mango release

Finally, the new Mango release of Windows Phone this fall will bring Windows Phone closer to catching up with its competitors in terms of phone operating systems (since it's still behind). The new Mango is rumored to include more than 500 new features designed to improve multitasking, offer more dynamic information and make apps and the operating system work together more efficiently with App Connect.

It will be interesting to see how fast the release of the Mango Windows Phone will catch on. While the results are still up in the air, I whole-heartedly believe in the success of Window's new platform and its mobile integration.

Jesse Lipson is the CEO and Founder of ShareFile, a customer-focused software company based in Raleigh, NC that helps businesses exchange files easily, securely and professionally. Follow ShareFile on Twitter @ShareFile.

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