Microsoft Corp is acutely aware of the paradigm shift from laptops and desktops to tablets and smartphones and is betting big on its Windows 8 operating system. Microsoft Corp strives to offer a consistent user experience and seamless access of content across different devices. In fact, 96 percent of computers (excluding tablets) sold in the retail market in 2011 are running on Windows. However, the Redmond based company struggles in smartphones.
The ambitious move for the fledging operating system is expected to pay off for Microsoft with a credible 12% market share in 2013, threatening Apple’s market share in 2016. In emerging markets like Brazil and Russia, Windows Phones can expect to gain more than one third of the smartphone market.