Microsoft's two big challenges in the "tooth and nail" fight with Android

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Familiarity and differentiation. That's how Microsoft's Aaron Woodman sees the issues. Rich Trenholm of CNet sat down with the director of Windows Phone as he talked about promoting Windows Phone in 2012 and beyond.

Windows Family of devices

Microsoft has clearly realised that if Windows Phone is going to grow, it needs to land in more people's hands, and that means cheaper phones. Microsoft sets specific requirements for the specs of phones that want to run WinPho -- and has just lowered the bar, including a lower-powered processor and less RAM than was previously required. That means Windows Phones can be built more cheaply, which means cheaper Windows Phones. And that means Windows Phone can compete with Android in the lucrative middle range of the market.

While many of the steps are already under way (promote Windows Phone, work with existing partners, bring in new partners and talk to everyone), a lot of people are going to latch on to the phrase "make next year the year of Windows Phone" and ask how many times Microsoft will say "next year"... forgetting that this is the Xbox promotion template all over again with slightly smaller hardware.

It's broad strokes, but an interesting look at where Redmond are going.

Source / Credit: Rich Trenholm (CNet)