Why only the camera can help Microsoft make a comeback

Microsoft's new Lumia 950XL is a Shakespearean tragedy. It will drive you crazy, leave you torn between the things you love and those you can't deal with. However, some things have changed - for better and for worse. Lumia 950XL is a reminder that Microsoft's phones certainly still have the potential to be popular in the market owing to their terrific cameras.

Let's stop at that word "potential" because the phone delivers you a bittersweet experience. The Lumia 950XL, which is possibly the last remnant of the iconic Nokia smartphone business Microsoft acquired in 2013, shines through in the camera department. Microsoft has succeeded in making the best "smartphone-cameraphone" of 2015. Its imaging prowess is formidable - this is evident from its performance in nearly non-existent light. In this department, it comes out looking better than both the iPhone 6S and the Samsung Galaxy Note 5.

As you may have noticed, the camera is possibly the number one feature most people look for in a high-end smartphone, and for the phone developers, it is almost a gateway into the heart of a user. So there is no reason why the Lumia should fail, right? But things have gone from bad to worse - the prime culprits here are the OS, the design of the phone and the battery life.

With Windows 10, the Lumia 950XL's performance is sluggish and Microsoft may just have ham-fisted beta software into a finished product. Many apps available in the previous version have disappeared and the few of those that come with the phone haven't been updated for years.

Microsoft may promise a novel future with Windows 10 and applications that span across the PC, tablet and phone platforms, but it is early days yet.

Some apps give you a glimpse into this promise, but they perform better on Android and iOS. Even if the company fixes the app problem, there will be little reason for a smartphone user to shift to a Windows Phone.

That's why Microsoft is announcing features like Continuum, which can transform your phone into a Windows 10 PC, a futuristic iris scanner and well, even double up as a camera.Undoubtedly, Microsoft has a lead in imaging. This strength shows in the 950XL, so its comeback will be built around the camera, supported with innovations like Continuum and the Iris scanner. The tech giant's top boss Satya Nadella wants it to be the "do more" company with a big productivity play. In the last two years, Microsoft has really gone back in time and delivered as an innovator in the productivity space.

As our mobile phone has literally become the centre of existence, the gadget that we spend most time with, productivity play alone doesn't cut it. It needs to be the company selling the best phone for photo enthusiasts. Perhaps, even professional photographers. For that the Windows Phone will need apps, and Microsoft has to start acquiring some good start-ups to scale up its creativity.

It has been on a prolific acquisition spree when it comes to productivity start-ups, and now it should do something similar with photo editing apps. It can't just make a good phone for business, that will reduce it to another BlackBerry, which is a brand staring down the technology abyss.

It goes without saying that Microsoft has to fix Windows 10 on the phone, the battery life and resolve heating issues. More importantly, it has to be the best at something.

The camera still holds the key to the brand's revival. Perhaps, that will happen when the company releases the much-awaited Surface Phone. It may give smartphone users a reason to rekindle their fix with Windows.