Microsoft's window of opportunity

Microsoft's new Windows Phone will grow quickly in the global smartphone market.

That is according to CEO Steve Ballmer, who believes the software company's latest release has the potential to challenge the market leaders of Android and iOS.

Speaking at a Windows 8 launch event in Tel Aviv, Ballmer hopes Windows Phone can become the third strongest player in the industry.

"We are still relatively small ... I expect the volumes on Windows Phone to really ramp quickly," Ballmer says.

"With the work we have done with Nokia, HTC, Samsung and others ... there is now an opportunity to create really a strong third participant in the smartphone market."

It would seem Ballmer's optimism is backed up however, with Research company Gartner recently predicting the product could become the third best selling smartphone in the industry, ultimately matching Apple's iPhone market share by 2015.

Gartner believes if the alliance between Nokia and Microsoft succeeds, the device could surpass Research in Motion's Blackberry by 2013 and eventually challenge Apple's second place in the ladder with Google's Android still expected to hold the market lead.

"We expect Windows 8 will remain relatively niche and more attractive to organisations than individual consumers," says David Cearley, Gartner vice president.

"Developers of corporate applications should consider Windows tablet as a target device in 2013."

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