Microsoft hoping to win over consumers with new Windows 10

Microsoft is taking another shot at winning over consumers with its latest operating system, Windows 10, which launched on Wednesday.

The latest version of Microsoft’s software is designed to be used across PCs, laptops, tablets and mobile phones, and is the company’s second attempt at mounting a serious challenge in the mobile device market. Its first effort, Windows 8, failed to catch on with consumers as much as Microsoft hoped, with changes such as the removal of the Start menu and a major redesign met with a mixed reaction.

New web browser

The new operating system, which will be free of charge for existing users of Windows 7 and 8 devices, sees the return of the Start button, and brings in a a new universal app store that will work across all devices. Cortana, Microsoft’s digital assistant, will also make its debut on PCs, and a number of security features, including biometrics such as fingerprints, will be brought in with Windows 10. A new web browser, known as Edge, will replace Internet Explorer as the default browser on the system.

However, although the free upgrade strategy may benefit Microsoft in terms of the number of devices using the new operating system, industry analysts aren’t hopeful that it will lead to an increase in sales of devices as consumers won’t have to invest in new hardware.

When Windows 95 launched two decades ago, PC sales rose 23 per cent in a year. However, Windows 10 is making its debut in a different world, where mobile devices are increasingly popular and the home PC has been sidelined. PC sales are expected to continue to decline by as much as 2 per cent in the coming 12 months.

One of the most telling signs is in the forecasts from the component suppliers, with major firms such as Intel saying they aren't expecting a large jump in demand, and even Microsoft's own chief has been restrained in his predictions.

"My bullishness for Windows 10 is more in the second half of the fiscal year," Microsoft chief executive Satya Nadella said. Microsoft's fiscal year started on July 1st.

This is partly to do with the fact that many devices with Windows 10 aren’t expected to ship until later in the year. Dell, HP, Lenovo and Acer will all have devices with the new software available for sale on its first day.

“The real competition for PCs is with the other ecosystems out there,” said Yusuf Mehdi, Microsoft’s marketing chief for Windows and devices. “This is bringing real energy to the Windows ecosystem and to the extent that we do that, it’s good for the Windows PC market.”