As it stands, Microsoft sort of builds their own Windows Phone handsets that falls under the Lumia brand, which was previously owned by Nokia. So in some way, we suppose Microsoft is building their own handsets, although unfortunately at the moment the Redmond company does not enjoy the same popularity as Google’s Android.Unlike Windows Phone, Android is hugely popular and there are many OEMs clamoring to build Android-based devices, even it isn’t certified by Google. However it seems that despite that, Microsoft’s CEO Satya Nadella remains optimistic about Windows Phone’s future, going as far as claiming that if no one else will build their devices, they will go ahead and build it themselves.
This was revealed during a Q&A session held with ZDNet’s Mary Jo Foley. According to Nadella, he was quoted as saying, “If no OEM stands up to build Windows devices we’ll build them. There will be Lumia devices. So I’m not afraid of saying, okay, it’s all about the OEMs, or it’s all about the ecosystem. It’s about Windows.”
He later adds, “If there are a lot of OEMs, we’ll have one strategy. If there are no OEMs, we’ll have one strategy. We are committed to having the phones in these three segments. And I think the operational details will become clear to people as they see it,” with the three segments referring to enterprise, budget devices, and flagships.
Like we said Microsoft sort of already builds their own devices, but of course having OEMs would help as this would lead to a diversification of handsets, not to mention it would save Microsoft money on production as well, but hopefully with Windows 10, it won’t come to that.