By Emeka Aginam, just back from Barcelona, Spain
By the time the marriage  between Finish phone maker,  Nokia and the global software giant , Microsoft  regarding  windows 7 operating systems platform was  announced at the just concluded 2011 edition of Mobile World Congress, in Barcelona, Spain, it was clear that the battle for mobile ecosystem in Windows 7 operating system platform among operators has just begun, a market scenario that is expected to bring cost of the  product down.

Although there was no shortage of new mobile device unveiling at the congress, apparently, the name of the  game  has changed from  battle of devices to a war of ecosystems with Nokia outlining good strategics to win the battle.

However, an  ‘ecosystem’ can be considered as a mobile operating system (OS) that is internet enabled, has integrated services, is easily customized with 3rd party applications and allows straightforward and instant access to content relevant to the end-user.

Mary T. McDowell, Executive Vice-President, Mobile Phones of Nokia and Louise Ingram, Director, Communications, unfildong plans on how Nokia will win the battle over mobile operatings systems to newsmen at the just concluded MWC held in Barcelona, Spain. Photo by Emeka Aginam

Even though Apple’s iPhone, and Android have been in the smart phone  market,  Microsoft is now re-positioning itself as the best alternative, aided by the support of world leader in handset manufacturing, Nokia. In as much as there are many smart phones in the market, the truth of the matter is that gone are the days consumers choose mobile phones based solely on their features and functions.

New research by GfK shows that smartphone owners in key global markets buy into the ‘experiences’ created by the mobile ecosystem and the majority (56%) are ‘keeping their options open’, when deciding their next smartphone purchase.

Of course, consumers still want good looking handsets with the latest technology, but with so much choice and less differentiation the mobile handset is potentially becoming a more commoditised purchase

The differentiating factor now however, especially among buyers of smart phones, is the ‘experience’, the possibilities smart phones enable and the needs they satisfy.

As such, it is often more appropriate to talk about the attachment consumers place on their smart phones being a direct result of the experiences provided within a ‘mobile ecosystem’.

While the relationship between Microsoft and Nokia understandably dominated much of the  event at the MWC, powerful and inexpensive mobile devices, user-programmable mobile devices and open wireless networks, according to experts are the major factors that will  influence consumers choice of mobile ecosystem.

While smartphone market is there to be won among operators, 2011, according to keen observers,  will clearly be an important year for smartphone providers.

But with  Nokia commitment and strategy to take market lead in smart phone ecosystem, it is hoped that the Finish phone manufacturer will  gain both market share and develop attention in the smart phone market  that so attractive even as
HTC, Dell, LG, and Samsung among others are among  those manufacturing devices using Windows Phone 7.

For one thing, however, as  consumers continue to buy into ‘experiences’, the mobile ecosystem will be vital to attracting the next wave of smartphone users and winning the hearts and minds of existing smartphone users.

With many compelling options left for consumers, it will be the manufacturers whose ecosystems offer diverse services, relevant content and a simple user experience across a range of device form factors who will find themselves in the driving seat.

But one thing is certain. In 2011 , the ‘mobile ecosystem’ will be critical to driving loyalty and re-purchase.

At Mobile World Congress in Barcelona, before handset makers started rubbing shoulder with showcase of latest smart phones, the software giant , Microsoft stole a march on its rivals with the announcement that it had signed a deal with Nokia to make the software giant’s Windows Phone 7 its primary operating system for smartphones, a development which may have signaled the shape of things in the smart phone battle.

With this, Stephen Elop, CEO of Nokia,  told the  delegates  that: “Nokia has had a long-standing relationship with operators all over the world. We understand what it means to be the most friendly partner for operators.

According to Nokia CEO, the battle in smart phone market has just begun.  Although no date was mentioned on when the product will be in the market, he said Nokia as the number phone brand globally has the capacity to the over the market in smart phone segment. The game has changed from  battle of devices to a war of ecosystems, he said.