Microsoft looks to make apps ‘a reason to love Windows’

Microsoft is hoping to make apps “a reason to love Windows” in Europe by promoting its UK Internet Explorer lead Gabby Hegerty to a new role leading product marketing at a director level for first party apps and services across the continent.

windows phone

Windows mobile products have been criticised for not having the app availability of its more widely adopted rivals Apple’s iOS and Google’s Android. As of June, the Windows Store had 99,000 apps, according to MetroStoreScanner, compared with more than 1 million on Google Play and 900,000 on the Apple App Store.

In May Microsoft’s top marketer, CMO and CFO Tami Reller, hit back at critics, saying its app momentum had already passed what Apple’s iOS had achieved in its first year of app development. 

In her new role, Hegerty will be responsible for developing the European marketing strategy for own-brand apps and services such as Internet Explorer, SkyDrive and Outlook.com. A spokeswoman for Microsoft says the core priority for her team is to establish such apps and services “as a reason to love Windows”.

Windows Phone has a 6.8 per cent share of the European mobile market, according to Kantar Worldpanel ComTech. Android dominates with a 70.4 per cent share, while iOS holds 17.8 per of the market.

Hegerty joined Microsoft in 2011 to become Internet Explorer and Windows Live lead for the UK, where she was responsible for campaigns such as the HTML5 animated Brandon Generator ad series.

Before joining Microsoft she held the role of head of digital marketing for Samsung and prior to that also held the same role at Telegraph Media Group.

Earlier this month Microsoft implemented a new “One Microsoft” strategy and major restructure that aims to ensure the way its different products and services are developed and marketed becomes more of a reflection on how people use many types of technology together in their everyday lives. 

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here