Microsoft keeps WP7 updates under control

Microsoft is attempting to avoid the pitfalls of Android's update system with the newly launched Windows Phone 7.

At yesterday’s Windows Phone 7 launch, Microsoft admitted the first version of the software wouldn’t have copy and paste abilities, but said those would come in the first update due at the beginning of next year – and stressed all updates would come directly from Microsoft.

“We have the benefit of coming to the game and understanding how consumers want to get [updates],” said Oded Ran, head of consumer marketing for Windows Phone for Microsoft UK.

“If I’m a consumer and it’s early 2011 and I want to get copy and paste [in the Windows Phone 7 update], it doesn’t matter which phone I’m using, I’ll be able to get that update – because it comes directly from Microsoft.”

While the Apple iPhone’s update process is streamlined thanks to its locked-down system, Google Android's has suffered because of the mixed, open nature of the platform. Because updates need to be tested by operators and manufacturers first, roll out is delayed for some - causing frustration for those left hanging for the latest software.

Despite Windows Phone 7 handsets being offered through a variety of operators and from different handset manufacturers, Microsoft's strict rules on hardware specs means it can manage the updates itself, Ran said.

That tighter control should let Microsoft manage the user experience better than Android has, said IDC analyst Nick McQuire. “Microsoft has some strategic incentives to really control the user experience,” he said.

“It has a big challenge ahead to build a relationship directly with consumers. To do that, it needs to make sure that user experience is really tight and clean and very Microsoft in terms of how it wants its user experience to be governed.”

"Building a direct relationship with the consumer is a big move, especially in Europe where its cloud services don’t have as much traction, such as Zune," he added.

However, CSS Insight analyst Ben Wood said Windows Phone 7 users shouldn't expect Microsoft to update the platform as frequently as Google Android. “Google, with Android, has had this relentless development cycle," said Wood. “Microsoft always tends to take a more considered approach to its release cycle."

“The next big upgrade to Windows Phone 7 could well be in a year’s time,” he added.

Security updates

Smartphones are yet to be the target of a major security attack and as such won't need monthly patches in the same way as computers anytime soon, Wood noted.

“Security on mobile phones is not something that can be ignored,” Wood said. “But we haven’t really seen any widespread security problems on mobile phones to date – that said, Microsoft has always been a magnet for malicious behaviour.”

McQuire agreed. “We’re in a situation where the market is growing,” he said. "All it takes in this industry is to have some huge virus attack or malware attack on a smartphone platform and the major players will need to respond."

This article originally appeared at pcpro.co.uk