Analysys Mason, the global research and consulting firm, says Microsoft must quadruple its quarterly Windows Phone shipments to have a major impact in the smartphone market by the end of the year. Among smartphone operating systems, Microsoft's Windows 7 and Windows Mobile only held a humble 3.5 percent market share in the second quarter with shipments of 5.4 million devices, according to IDC figures.
The first Windows Phone 8 smartphone also will "face tough competition" from Apple's pending sixth-generation iPhone and the Galaxy S3, Samsung's popular device running on Android, wrote Ronan de Renesse, a principal analyst with Analysys Mason.
Still, Samsung's new phone is no design dud.
"The device has an elegant industrial design, is powered by the highest hardware specifications on the market – including dual-core processor, HD display , high memory capacity – and comes packed with the latest connectivity solutions and feature-sets," wrote Malik Saadi, principal analyst with Informa Telecoms & Media.
"The investment made to produce this phone suggests that Samsung is now taking the Windows Phone ecosystem seriously and could return to a multi-OS strategy, something that the South Korean giant had adopted for years in the past," the analyst added.
Saadi pointed out some features that are missing in the smartphone, which could hurt Samsung: namely lack of CDMA and LTE. Due to no LTE, Saadi wrote, the ATIV S could see limited success in several markets, including the United States, Japan, South Korea and parts of Western Europe.