Which is about to end has been a very important year for Microsoft, not by success as in the case of Huawei but Yes at the enterprise level and renewal, speaking globally and not only with regard to mobile phones. A year in which the company has wanted to redefine their goals and mobile division has not escaped the changes.
After balance sheets and analysis of markets during the year we have already seen how the portion of Microsoft in the mobile market was becoming small for those who, by contrast, have grown. What is the mobile division in the Redmond company? Its CEO, Satya Nadella, speaks of this to Buzzfeed.
Nadella has already done more than give clues in the letter published this summer, indicating which approach would take the company in each of the fields and above all emphasizing this redeficion which is barruntó already when more than one year before smart CEO witness. The Microsoft of 2015 would follow focused on cloud and centralizing the areas of use of its software and hardware.
This redirection is that Nadella has focused in recent months and spoke of this in the interview, explaining that the tools in the cloud are designed to expand the mobile experience, so that what we do can be followed from the device that is, through a screen to another. In this sense, Satya separates two concepts: the mobile experience and mobile device itself, emphasizing that our data and how to interact with them are what always will be with the user further than the device you are using.
You can start (day) with a phone, but then you surround yourself screens, large and small, and sensors in the Conference room. And then when you return home, television or your Xbox. The idea is that; your apps, your data, and your context is moved from device to device
Thus Nadella follows with what already explained in the release this summer in relation to just that focus on sales and that the goal was to sell more. A change of course quite realistic further than the new philosophy of the company since although they have their audience, to date the numbers are not too flattering for the Lumia sales.
Says Nadella to Buzzfeed indeed that this is untenable, before data such as which featured Gartner in its latest report estimating a worrying share of 1.7%. But he argues that the company remains focused that the device has less weight than the services:
I think we harms ourselves by measuring the success attending only a: what is the market share of HoloLens? What is the Xbox? That of PCs? That's our phones? [...] If you think of it as a graph, mobiles are a nexus. Sometimes the user will use all devices, others will only use one or two and other platforms, and that is fine. But what we want is that we are completing the experience through the devices.
One of the reasons that many users argue to not opt for a Microsoft terminal is the lack of apps (or its maintenance or improvement) in the Windows store (Phone). When asked to Nadella on apps and developers, CEO admits that it is a weak point of the system and that it is necessary to strengthen it.
However, remember here Satya that this is something that has tackled in its new operating system Windows 10, partly by the Astoria and Islandwood initiatives that our colleagues from Engadget spoke previously consisting of attract other platform developers by providing them with the transition at the level of software. It is convinced that those developers who eventually abandon this system will return, but refers rather to other fields such as HoloLens or Xbox.
There is no doubt that in the case of smartphones, we are not currently among the more powerful platforms. But with HoloLens going to recover much of that elite of developers. And we'll also thanks to the Xbox basically turned into a Windows-based computer.
They are a nexus or a key part in the strategy of the company, the truth is that this year we have already received part of that change in the choice of mobile at least in terms of number of releases and renovated series. I may have been in an attempt of centralization pursued by the company having some absences iteration as the 700 and 800 series and reinforcing the line's flagships.
However, facing next year no shortage of rumors talking not only of a possible 850 Lumia, but also the possible Surface Phone, changing nomenclature and serving seemingly something more