Nokia has expressed its frustration with Microsoft over the lack of apps in the Windows Phone store.
Speaking with the International Business Times (opens in new tab), Nokia VP Bryan Biniak voiced his irritation with the software giant, saying that he believes Microsoft could do more to promote the Windows Phone platform.
Biniak believes the continued attempts to break up the Android and iOS duopoly (opens in new tab) should be an urgent priority for Microsoft, which has been moving slowly for too long.
"To give you a reason to switch, I need to make sure the apps that you care about on your device are not only on our phones, but are better," said Biniak. "I also need to provide you unique experiences that you can't get on your other devices.
"We are trying to evolve the cultural thinking [at Microsoft] to say 'time is of the essence.' Waiting until the end of your fiscal year when you need to close your targets doesn't do us any good when I have phones to sell today."
While he is pleased with Nokia's own progress – the Finnish company shipped 7.4 million Lumia phones in the second quarter (up 21 per cent from Q1) (opens in new tab) and has launched two new phones, the Lumia 1020 (opens in new tab) and Lumia 625 (opens in new tab), in the last month alone – he could not hide his disappointment at the sub-par selection of apps Windows Phone has to offer. He believes that greater efforts from Microsoft could significantly drive sales of Windows Phone devices and transform both the platform and Nokia into market leaders.
"We are releasing new devices frequently and for every new device, if there is an app that somebody cares about that's not there, that's a missed opportunity of a sale," Biniak continued.
"People rely on applications for their day-to-day life and if you don't have something which I use in my day-to-day life I'm not going to switch [operating systems] because I don't want to compromise the way I live my life just to switch to a phone."
Windows Phone as a platform is growing, but there are a great deal of major applications still missing from its app store. Instagram is a glaring omission, which has not gone unnoticed by Nokia.
Taking matters into its own hands, the company launched the #2InstaWithLove app (opens in new tab) earlier this year, which doubled up as a campaign to persuade Instagram to sign up to Windows Phone.
Biniak concluded the interview with a comment that hinted at a possible ultimatum, saying, "As a company we don't want to rely on somebody else and sit and wait for them to get it right."