Despite my colleague Wayne Williams' eloquent suggestion that the naming conventions used for Lumia devices is part of the reason for the low uptake of Windows Phone, the platform still has a serious problem when it comes to apps. Whether there is a real problem or not, the perception is that Windows Phone -- or Windows 10 for Phones -- is rather lacking in the app department. Fear not... Microsoft has a solution.
Rather than pumping out a glut of new apps of its own, or encouraging developers to produce third-party apps, Microsoft is adopting a slightly different tactic. At MWC 2015 this week the Lumia 640 and Lumia 640 XL were revealed, but Microsoft also announced that web apps will be permitted in the Windows store. Could this be what app-hungry consumers have been waiting for?
Allowing web apps is about more than just helping website owners to convert their site into an app. This is about making the plethora of cloud services available to Windows Phone users without the need for developers who have invested in Android and iOS to spend time developing a Microsoft-specific version as well. I know what you're thinking… web apps are crap, right? But Microsoft is one step ahead.
Microsoft has said that not only will hosted web apps be permitted entry to the store -- so they'll be hosted on developers' servers -- but these apps will be able to make use of universal APIs. This means that the apps will be able to generate notifications, access data on a phone when required, and make use of hardware such as the microphone or camera as and when appropriate; there's even potential for hosted web apps to tie into Cortana.
The move to the cloud means that there is now an astonishing wealth of services to be found online. Of course, these could be accessed through a mobile web browser, but this would create something of a jarring user experience when moving from local app to web app.
It's important to remember that this announcement should not be seen as a way to boost the number of apps in the Windows store. There is a limit to the number of apps that are needed, but there's no denying that Windows Phone/Windows 10 for Phones is lacking apps in certain categories, and quality apps in many of them. Hosted web apps is a quick and dirty solution, but it’s one that could just pay off.