Microsoft CEO: ‘Mobility of Experience’ Is The Future of Smartphones, Rather Than a Single Device
It’s no secret that Microsoft has been struggling in the mobile as a category ever since it rebooted its strategy in 2010. Back in July, the company announced it would cut up to 7,800 positions, primarily from its mobile phone division, as it prepared to write down an $8.4 billion related to its purchase of Nokia. Currently, the software giant’s share of the mobile market is a measly 1.7%, according to the latest Gartner report.
In a recent interview with BuzzFeed, Microsoft CEO Satya Nadella admitted that the company’s market share with regard to smartphones, is unsustainable, but he argued that their criteria to measure success is something different.
Instead of simply focusing on how to increase the market share of their devices, Nadella said, their goal is to get to the world where services that a device could access matters more than the device itself.
“I think we do ourselves a disservice if we measure our success by just looking at: What’s the market share of HoloLens? What’s the market share of Xbox? What’s the market share of PCs? What’s the market share of our phones?” Nadella says.
“Go back to what I said about the mobility of experience. If you think of this more like a graph, these [devices] are all nodes. Sometimes the user will use all of these devices … sometimes they’ll use only one or two of our devices and some other platforms — so be it. But we want to make sure that we are completing the experience across all of these devices.”
Nadella emphasized on delivering mobile experiences, where your context and the way you interact with your device is always with you, rather than a single device.
Speaking of applications, Nadella admits Microsoft no more attracts developers who have now more interested in Android and iOS. However, he believes, with Windows 10 and its ability to switch from one device to another, the company is set to get many of those deveopers back.
You can read the full interview with Nadella on BuzzFeed.