Last week, Microsoft has made a difficult decision, announcing that it would up to 7800 jobs and restructure its mobile phone operations. Although it will still continue to develop Lumia phone, but the common interpretation of this decision, Microsoft will abandon WP mobile, mobile market back down. KENZO iPad Mini Case
How did Microsoft CEO sadiya·Nadela intention, what he thinks of Microsoft's future? After the 13th WPC keynote speech, he gave an interview to foreign media ZDNet, below is the content.
MJF: you want your partner get what information from this morning's speech?
Nadela: I hope that we can become a mission-driven enterprises, because I have learned is, not a specific goal as their own task.
In 1992, I joined Microsoft, PC company is committed to the development of family businesses. Later, after we did. A company must have the ability to transcend any one technology area, complete with a great goal. Essentially, we are concerned about consumer products, it may be a term paper students, or a drive on differentiation of productive enterprises. These are things we have to focus as an ecological system, I consider the decision of what to do, into what kind of market there is the basis of what we should do.
In this world, we have three major ambitions, respectively, are reshaping the productive and business processes, intelligent systems, and personal computing. Of course, now they have the corresponding product. But it also goes beyond what I am going to say. Where are we going? That's what I want to talk about content.
MJF: after last week, many Microsoft partners and customers are very concerned about you expect in a smart phone development. Microsoft reducing Windows Mobile phone production, does that mean you going to exit the Smartphone market?
Of course not. Frankly, I think it was more like a lens through which we can see what's going. I think that either now or in the future, smart phones will give us more opportunities.
First of all, I want to appear in every mobile device, this is a very clear set of core objectives. But not only is this going to make 2 billion devices are installed on Skype,Outlook and other applications. We want to create is a Microsoft experience, because for me, it's a platform. In these applications and what is behind it? For enterprise or user, that's One Cloud, Office 365, Microsoft account (MSA).
Therefore, we have to take a broader view of the operating system. We have to go into each of the devices, not just present in every device in our application. I want the identity management system not only MSA is also Azure Active Directory. It manages these devices and ensures data security. These are all of our core competencies. We're not going to try to copy the Mac OS and iOS, we are the Windows. When you look at our HoloLens products, for me this is part of my mobile strategy. The past, we made a big mistake is the PC as the center of everything. Today, we have turned their attention to the mobile device. We must not repeat.
Therefore, we have to start looking for your next focus. Because nobody does not want to make a difference in the future. This is what we are doing to improve Windows. Mobile phone, I don't want to do other mobile systems, do not want to copy others.
So, when I talked about Windows phone, I hope it can be as representative and Continuum. For our Continuum platform can be a desktop, that other operating systems, and devices cannot do, it is our uniqueness. Last week's notice is not a perspective and strategy for change, but the change in the way our actions. We want to show the differences, I hope that the strategy, innovation and progress as a whole.
I would like to tell our employees and investors, and we are not other people, at each stage of every enterprise has its specific location, we have to have confidence in the future, continue to work hard.
MJF: now when it comes to Windows Mobile, mind is the mobile operating system. Do you think that Windows Mobile what are the broader implications?
Which is why I said Windows at 10 o'clock will be a lot of talk about moving it. Windows will not work with a particular type of device. When you use a Continuum, and then on to a large screen using the mouse and keyboard applications, what would you call this device? This is the Windows 10. Taking myself as an example, a cell phone, a Surface, a Surface Hub, and a HoloLens, which for me is all Windows 10. I want to make them seamless, I want my data and applications can flow freely in their midst.
MJF: there is an analogy that, Windows Mobile, mobile phone is just a display device, display system on the phone is like?
Right, but there are some small differences. Somehow, in the PC world, we try to create some new categories, like Surface did. Now, a lot of OEM do two in one device. We will also continue to do HoloLens until this holographic computing platforms in the Windows on the success, there will be more people to build beyond the HoloLens holographic computer.
If the OEM does not do so, Windows devices do, Lumia devices will appear. It's about Windows, relates to its overall health. We want to break the shackles of current conditions and more.
MJF: Microsoft Surface, but at the same time there are many OEM succeeded in creating a Windows device. But this is not the case for Windows phone, right?
We want to do everything we can make progress in your mobile phone. Again, Yes, this year we will continue to publish high quality Lumia products.
Whether it is OEM, we are going to have a policy. Details become clearer.
MJF: I'm curious about you last week the decision on Windows Phone, will affect Microsoft's general strategy. Many people think that if Microsoft is no longer focused on Lumia products, particularly Microsoft Windows Phone products now sold 95%, even if it does not affect the general strategy of the company, also will have a weakening effect, and this strategy is vital for Windows 10. Similarly, as a developer, when I learned that Windows Phone camp could shrink, why am I still betting experience to do it?
General application can achieve a very good implementation of the strategy, because the developers to create desktop applications. Encourage developers to make applications more than just mobile phone profit 3% dividend to attract them is Microsoft's billions of users worldwide. In the new system, your application appears in the start menu. Furthermore, these applications in the mobile phone side, HoloLens,Xbox is common in Microsoft products. You can ask the Airbnb, we provide attractive conditions.
By the way, when they accepted the conditions, we shall have mobile phone version of the application, and they also have a path-dependent, means that the place to start is not your end. Although there are many differences between us and the developers will, but in the end, developers will be our customers, and we need the users.
Why do we mainly focus on the start menu on the Windows 10 bars make an issue of it? Not only because it is the classic elements of Microsoft, is more important so as to enhance the liquidity of our store. App store too much accumulation in Windows 8, Windows 10 miles, we'll make it back to life.
This means real money for developers and the tireless power of their development and application for mobile phones. Free upgrade for Windows 10 strategies will enhance the status of our cell phones. This is the reason I make that difficult decision. If anyone think we will completely give up cell phones, free upgrades policy is the best we can to fight back rather than release mobile phone models.
MJF: why do you say Windows means 10 free upgrade will continue to focus on the Windows Phone?
Because of all this effort is to allow developers to return to the Windows platform. As long as there are developers with general application strategy, we also will have a mobile phone software, even if the developer is at HoloLens or Xbox. Always positive and sometimes does not work, you have to learn to look at the problem from a different angle.
MJF: HoloLens and I have a question to ask. I heard you the first time I saw was when the concept of HoloLens, say that this product is not only used to play the game. So where do you think the emphasis should be placed on this product? Game? Or other business or field of study?
To be honest, at the time of the first edition, it is more oriented toward developers and enterprise users.
We buy Minecraft in order to produce new material mixed reality games. We buy Minecraft is because it is the first PC, the first console application, but also on iOS and Android dual-platform first paid app. I want to have a heavy work in mixed reality. Games and entertainment will be an important part of the first edition of HoloLens and we look forward to in enterprise-class application, it can make a difference.
Requirement has not been a single Microsoft product, can even say we demand that their products are generalists. We do best is to connect a normal user and enterprise users, this is our corporate genes, is also mentioned in the Declaration of our task. I hope that each of our technical service for this task. The HoloLens on is not only a game, I see great potential in the field of health care and retail, and that is what we will continue to pursue in the future.
MJF: this question is about cooperation. Since you are a CEO, everyone thinks Microsoft's attitude towards the cooperation has changed a lot. Take for instance the cooperation with Adobe and Salesforce, you identical to Ballmer is less. What are you on the concept of cooperation is the difference?
No matter is it Ballmer or gates, Microsoft is a platform company. In other words, what I do have is we've been good at doing. How many software firms are standing on the shoulders of Microsoft? If there is no company did for Windows browser, IE no toolbar, which has Google now? We are the most open in the world of eco.
We will always be a platform company, I wish we could have been guided by this principle in the cooperation. This means Saleforce also need to support the Office and use the Azure services. For Dropbox,Box and Adobe are equally applicable, they should write the leading software. The only way to fundamentally building a non-zero-sum world. We may in some way and they have competition, but in essence we are the platform of the vendor. Three of our platform Windows,Azure and the Office will be open to other companies, and we hope that together with friends to contribute.
MJF: since your analysis cooperation, that in Google on the problem of writing software for Windows 10, do you think that cooperation can emerge?
I wish I could, but the decision in their hands. For example, I very much hope that their Windows Phone go on YouTube, and heart like Chrome browser.
MJF: Microsoft and Google talk seriously about these things yet?
We will talk to all developers, some players a large number of developers we are a comprehensive mechanism to achieve mutual benefit and win-win. I hope there will be more applications, we elaborate application has, after all, the Android version, in turn, we hope that Google can develop more software for Windows Phone users get real benefits.
MJF: GigJam you announced at the just-concluded Conference, it blurs the boundary between many applications, is the application of a new type. You said Microsoft will reduce the gamble, then what does this mean? You want to get involved in an immature field?
It is a reflection of our core philosophy, is a new category, related to productivity, and business processes. It as Office 365, a new module that existing classification does not include it, it is not a simple creation, communication, and development tools. And it is these tools can all radiation devices.
We want to write real applicable to your application, rather than simply to give you a few different applications, equipment and communication tools, for you to choose. Our one-stop solution for you all, this is truly a revolutionary idea. When you imagine the first time you use Outlook, it will your contract management application, and email and calendar into one framework, who again to consider three separate applications? This is Microsoft's bet on the future potential of the market, rather than go back to the old ways.
MJF: last year, we heard the Surface Mini (small flat ARM processors), was cut off because you feel different enough. For new equipment, what do you think is there is sufficient difference?
I wanted to take in when someone else succeeds, no jealousy, but think about what we are really doing is for the sake of users. Why is this so important? I don't really care too much about market share and scale of success. On some plans we did good enough yet? To be customer service differentiation, you need quick reflexes.
I want to become more customer-oriented. When we talk about the idea, not just simply listen to the client to improve, is to think of, we can make life different for customers. GigJam not that we follow up the other company's application, but our unique vision.
We have also created a Microsoft. Visual Basic,Access is no one before, or Outlook. We create or define those types. We are not complex things simple in order to accept or create something that is not a practical thing in the world. Once we do, the world is crazy. This is our equipment, hardware and creed in the services sector.
MJF: well, we went back to the phone's topic. You have said that in three phone all you want to do is "business machines", do you have something special in mind for this?
Enterprise is our most fastest growth in the mobile business. Windows device really attractive is its good governance and security. In the enterprise space, lack of a football or social software is innocuous. Really important is management, and security.
Other factors include the rapid development of applications. Lumia, for example you open on the Azure services, and general application will automatically process your workflow, I think that is our real trump card, it is our uniqueness.
I mention this because we have the unmatched products and services to you. For fans who love Windows, do not worry, we will release a strong flagship models. And it is not just the hardware power, it will also support the Continuum. For enterprise users, on the basis of efficient management and security software that will be more personalized. In the low-end Smartphone field, we will be more focused on the combination of their software and mobile phones, for new buyers, Office and Skype is unique to our competitiveness, our breakthrough.
Need to keep in mind is that start of a revival from the color of the Apple iMac, I think we are hard on the Lumia will let us begin to rise. Equipment of the users we want to do, so that we can continue to develop new products.
MJF: do you own Windows Phone?
Of course.
ZDNET: I heard that you will soon be using Talkman (Microsoft's next generation of flagship phones).
I don't think I said it ... ... KENZO iPad Mini Case
MJF: just not publicly said.
You see, I use the Lumia 830. But I am also not opposed to the presence of that with the iPhone, our goal is to make you are using our software on the iPhone.
Recently I showed to members on the Board of Directors on the iOS platform software, so that they are equipped with Wunderlist,OneNote and Outlook. Outlook client is also one of the best on the iPhone of Gmail and Exchange client. It is also an important part of our mobile strategy.
MJF: so your mobile strategy, not just cell phone?
Our strategic coverage is very broad, including cell phones, the Microsoft application on the other end, Enterprise Mobility Suite class HoloLens and so on. This is the user really needs, and a single mobile device does not completely cover it. Want to include the entire hub, a PC is not enough.
via zdnet
1743 votes
HoloLens holographic glasses
Based on Microsoft's years of accumulated technology and development, the HoloLens did for real-world scenarios and natural gesture tracking, understanding and modeling, and real-time rendering of virtual worlds and overlay (at least). Once this step is achieved, is to subvert his Phone's core competencies.
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