Windows Phone’s relatively small market share has caused several apps to be removed from the store because developers considered they weren’t worth the effort given the limited user base, and banks are among those who went in this direction.

And the most recent example comes from the largest bank in South Africa, which also had its very own app for Windows Phone to allow customers to access their accounts and make money transfers on the go.

In a recent announcement, First National Bank decided to abandon its Windows Phone app due to “lack of customer demand,” as the company claims that only few of its customers are actually using devices powered by Microsoft’s smartphone operating system.

And while this decision is fully understandable and makes sense for an entity that needs to stay on profit, it also raises more concerns regarding the future of Windows Phone/Windows 10 Mobile, especially with Microsoft remaining completely tight-lipped on its plans for the platform.

Universal apps for Windows 10

Redmond has indeed confirmed that it wants to work at full speed on its Universal App Platform for Windows 10 and Windows 10 Mobile and convince more devs to bring their apps in the store, but until now, results can hardly be called impressive. Indeed, some popular apps did arrive in the store as part of Microsoft’s efforts, but others keep leaving, citing the same lack of demand and small market share as the main reasons.

Bank of America is probably the best example in this case, as it previous pulled its apps from Windows Phone, but recently decided to develop a Windows 10 Mobile version for its customers. Chase did the same, but in this case, there are only rumors regarding a possible return on Windows.

Certainly, Microsoft needs to speed up its work on Windows 10 Mobile because it’s this uncertainty that’s hurting the platform, not only when it comes to users who lost their patience waiting, but also for developers who are wondering why they should code for Windows.

Thanks for the tip, Viktor!