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Could This New Technology Make Microsoft a Player in Mobile?

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Editor's Note: This article has been corrected to change mentions of Windows Mobile to Windows Phone, as well as correcting a section that implied AMD was in the smartphone space. The Fool regrets the error.

In the mobile operating system world at the moment, there's Apple's (Nasdaq: AAPL  ) iOS, Google's (Nasdaq: GOOG  ) Android, and very far in the distance, everything else. This includes Microsoft's (Nasdaq: MSFT  ) Windows Phone, an offshoot of its classic OS that the software maker hopes will make it a player in the tablet and smartphone space. Given its near-invisible market share in mobile, that ambition looked laughable... until now, thanks to a funky piece of software new to the market.

Appy day
The new program is called App Player. It's put out by the privately held BlueStacks, and as its name suggests it translates Android apps into code that PCs/Windows devices can run. A Mac version of App Player hit the market first over the summer (as my colleague Tim Beyers wrote about back in June). A version for the PCs running Windows 7 and 8 has just been made available for download.

The software not only ports Android apps over to foreign environments, but scales them, as well. No need to squint at a phone-sized app blinking away on a big PC monitor; App Player resizes it, apparently without pixilation or performance degradation.

Of course, the real value of something like this is its use on tablets and phones. That's been the Achilles' heel of Microsoft's Windows Phone environment; it simply doesn't have enough apps. Both Apple and Android, due to their prominence and their ubiquity, were able to induce developers to make thousands of little programs for their mobile operating systems. Not so with Microsoft. After all, who wants to spend time and money developing for an operating system that hardly anyone uses?

As a result, the numbers are extremely lopsided. Apple can boast about the 740,000 or so apps available to iOS users, and Android's the happy home to around 675,000. Microsoft's mobile OS is very much the laggard, at around 100,000 or so as of this past summer.

Ready out of the box
Before long, users of some devices won't even have to go to the trouble of downloading App Player to get all those nice Android mini-programs. Underdog chip maker AMD (NYSE: AMD  ) has signed a deal with BlueStacks -- for which, by the way, it's helped provide early-stage funding -- to pack App Player directly into its processors. This means that hardware powered by AMD in the near future, be it a PC, tablet, or a phone, will be Android-ready.

AMD is a long way from being a player in the Windows Phone space. Windows Phones have historically only used Qualcomm's ARM-based Snapdragon processors. Intel has said it has the "hooks" to bring Windows Phone to x86 processors -- the kind of processor AMD also designs -- but that it's seeking confirmation Windows Phone is commercially viable. So, the opening is there for a potential future where AMD joins the Windows Phone world. Likewise, AMD has partnered with ARM Holdings and many see AMD eventually using that partnership to move further into the mobile space.

More to the point, we saw Research In Motion attempt to emulate the Android Store when it released its PlayBook to get a wider library of apps. It's beyond unlikely Microsoft would follow such a route itself, but innovative third-party companies like BlueStacks could create their own solutions to bringing more apps to Windows Phone. With Nokia continuing to struggle and other companies like Samsung releasing their own Windows Phone 8 smartphones, could creating a BlueStacks-like AppPlayer on Windows Phone not only differentiate Nokia in the Windows Phone space, but actually help solve their app problem?

Turning the tide?
In many ways, Microsoft and Nokia are well-matched as partners, former top dogs pushing hard to regain their once-dominant positions. Those recent stumbles haven't helped matters, so both really need a victory -- and a big one, the sooner the better. Ideas like App Zone probably won't be the shot that wins the war, but it sure is good ammunition to have in the fight.

But can it drain customers away from the two-headed iOS/Android giant that currently rules the land? That remains to be seen, but Microsoft and Nokia will try their level best to make that happen. The consequences of failure are grim.

What are the chances Microsoft can climb to the top again? We've got some insight on the subject in our indispensible premium report on the company. It's packed with forward-looking analysis and it includes a full year of FREE quarterly updates. It's a must for anyone interested in the software maker. For more information or to buy the report, click here.

Fool contributor Eric Volkman owns shares of Nokia. The Motley Fool owns shares of Google, Apple, and Microsoft. Motley Fool newsletter services have recommended buying shares of Microsoft, Google, eBay, and Apple, as well as creating a bull call spread position in Apple and a synthetic covered call position in Microsoft. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days. The Motley Fool has a disclosure policy.

Read/Post Comments (4) | Recommend This Article (0)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

  • Report this Comment On October 02, 2012, at 8:01 PM, llIlllIlllIlllIl wrote:

    Gosh I don't know where to start with this.

    Windows Mobile was discontinued a few years ago. It was replaced by Windows Phone. Nokia has never used Windows Mobile.

    Windows Phone has well over 100,000 apps so far and this number is set to grow strongly as it is easy to port Windows RT/8 apps to Windows Phone 8.

    Windows Phone 7 is not Windows 7, and Windows Phone 8 is not Windows 8.

    The bluestacks software runs on Windows, there currently is no version for Windows Phone.

  • Report this Comment On October 02, 2012, at 11:10 PM, Gamma1113 wrote:

    Unfortunately I have to agree with the previous comment about the specifics in this article being factually wrong. This article is one of the least well researched I have ever seen on the Motley Fool. :(

    In any case, looking forwardfrom today, Microsoft will have the following three operating systems:

    - Windows 8 will run on Intel-based PCs (including Desktops, Laptops, Ultrabooks and Some Tablets)

    - Windows RT will run on ARM-based Tablets

    - Windows Phone 8 will run on a number of Smartphones

    (all three are due to release officially this Fall).

  • Report this Comment On October 02, 2012, at 11:17 PM, jhf678 wrote:

    Don't. Bet against MS. Bill Gate is still the richest man in US. Windows phone will do well.

  • Report this Comment On October 03, 2012, at 12:52 AM, raymond350 wrote:

    just a factually inaccurate article!

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