In a strategy akin to Microsoft's PC distribution channel play in the 1980's, the company is once again leveraging large consumer and business distribution channels to get their products to market.
At the very top of the distribution pyramid of the Windows Mobile ecosystem sits the Mobile Operator (MO) or wireless carrier as they are also known. The MO's role in the channel cannot be underestimated; they are the lynchpins in deciding whether or not to adopt the Windows Mobile operating environment to begin with. They determine which OEMS will provide hardware handsets, work hand-in-hand with Microsoft on SDKs/AKUs to build and differentiate their offerings (while still maintaining consistency of the Windows Mobile user experience), and lead the charge in sales efforts to large enterprises. It is the Mobile Operator that needs to certify and accredit (CA) the device as "approved" on their particular network before anything hits the market.
Standardized OS provides stability
The MOs increasingly realize that a standardized platform like Windows Mobile provides stability to consumers, enterprises, handset manufacturers, and the operators themselves. No longer does the selection of a particular hardware unit preclude future migration to other hardware without ramifications to investments in other areas. Organizations can invest in developing and deploying rich data-driven mobile functionality without the worries of being locked into any given hardware configuration or wireless network. Hardware makers can innovate on a global competitive landscape to attract adoption by both enterprise and carrier sectors, and software developers can focus on the features and capabilities of their systems while letting their customers select whatever hardware is most preferable with optimal performance in their usability environment.
While the Windows Mobile ecosystem shares many similarities to the Windows OS computer ecosystem, the key difference is that the Windows Mobile operating environment must be customized on a device-by-device basis and is dependent to a large degree on proper interoperability with specific hardware being utilized. This differs greatly from the notion of "one standard image" or a "gold image" of Windows which can be loaded onto virtually all "standard" computers. There simply is no such thing as "standard" in the mobile world at this point in time. Therefore, the OEM working in tandem with the MO and Microsoft, plays an even larger role in Microsoft's success (it can be argued) than in the PC paradigm.
Microsoft, MO teamwork vital to meet US Gov. requirements
In terms of enterprise-specific goals, there is a great deal of alignment with the Mobile Operator sales, marketing, and development teams and the Microsoft field sales and strategy folks.
At Microsoft, there are 16 individuals with the title of Enterprise Mobile Solutions Specialist who work in a holistic manner with their counterparts at the four major mobile operators in the US—the two GSM players (Cingular Wireless/AT&T and T-Mobile), and the two CDMA players (Sprint and Verizon Wireless).
According to Randy Siegel who oversees Microsoft' strategic partner, sales, and marketing efforts with the US Federal Government, the sales distribution model for the enterprise typically works like this: "Generally, I meet with my counterparts at the MOs on a daily basis to discuss US Government requirements. Since the Government represents a joint customer to us, I would say that our goals on the local level are in perfect alignment; make the US Government more efficient by helping them to untether desk-bound applications and help them save money on mobile messaging where Exchange is widely used."
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