Ballmer shouted . He did as have desperately, raising his voice above the rest of the board of Microsoft. It was the only one who seemed to see clear in that meeting in June 2013. It had to be right.You had to buy Nokia.
The desperate defense of the operation precipitated everything else. The purchase finished performing , yes, but Ballmer did not follow much more at his post and made a month before it was acquiring the CEO of Microsoft announcing his resignation. Nadella took over, and did so with a burden that he probably never wanted to load. Now it will get rid of it with a restructuring that will leave the business table of Microsoft mobile hardware.
A surrender with an outstanding last chapter
The Redmond company apparently did not earn too much with that operation, and the fact is that Microsoft does not seem to have never been comfortable with the acquisition . The devices have appeared sparingly and there has been little renewal in a high range that cried out for a renewed prominence. The theoretical efforts of the company to gain partners in manufacturing have fallen almost an anecdote, and the market share of this platform has been declining again and again .
At Microsoft, of course, they would not come accounts: the mobile manufacturing division seems (is, judging by the losses) A ruinous business , especially considering that the iPhone of Apple maintain its supremacy and that whatever they do Competitors all seem to like . Samsung has long sleeve wonderful as the S6 does not seem to have served a lot, and the other competitors in Android can not achieve the prominence that has the Cupertino firm, which seems go over (again) with their future smartphones .
And if they can not separate -for iPhone, we say-much harder it has a virtually defended by a single manufacturer, it has many resources platform. Windows Phone has failed to materialize despite its successes-the Lumia 520 showed that the low range is not what it was and who could look at things from a different perspective – and the feeling is that Nadella simply will They have swollen noses . Inhis memo yesterday made his intentions clear:
We are going to have a strategy in which the idea is the growth of an autonomous mobile business to another strategy in which the idea is the creation and growth of a vibrant ecosystem that includes Windows family of our own devices.
The restructuring will be enormous: Nadella explained that most of the 7,800 new layoffs tragedy-what affect the mobile division, which will be reduced to a minimum. Yet there are at least two arguments that make me resist to think that Microsoft has signed the unconditional surrender while mobile.
- The first is that almost all of phones based on Windows Phone are manufactured by Microsoft (or are Nokia, which in this case is the same). It would be pointless to completely abandon manufacturing since that would mean de facto completely abandon the mobile platform.
- The second is that Microsoft has made much effort to convert to Windows 10 in a converging operating system. Universal applications, tools that have been developed to move applications from iOS and Android to its new mobile platform (Windows 10 mobile)
Windows 10 as a lifeline
Many believe that Windows Phone has a bold platform that has not had much luck, especially with the support of the Developers-, and trust that Windows 10 changes the landscape for Microsoft in this area. It is much more a wish than a certainty, and indeed the appearance of Windows 10 and its availability in mobile Microsoft is probably the last round of Microsoft in the field of mobility.
And it is as we said, although the announcement of Satya Nadella seems a priori a surrender, no sense that this platform the bat disappears . There are too many resources invested in the idea of a single Windows, and among them especially noted that demonstration of what can mean Continuumfor mobility segment. The mobile will become a desktop PC when needed. That’s a very powerful idea.Too much to pass up and throw it all away.
Nadella said in his message that will focus on three ranges of product from now: the phones for business users, the low-end phones and mobile franchise to fans of Windows, as both preparingimminently, and They could be your song of Cisne. Although the first segment does not seem to have much sense-those business users basically want a high-end with which to work and enjoy-it will be interesting to see what Microsoft finally makes its catalog, which says Nadella ” will be more efficient, with better products and better speed to market . ”
Here Microsoft still has the two references in that fixed. It does not seem to follow the model of Apple, since among other things it will license its mobile operating system free to any manufacturer wishing to bet on him. It seems more feasible to think of a Microsoft that with these limited resources to manufacture something like its own family of Nexus devices. Phones sold, yes, but actually serve as a reference guide for any manufacturer can from these models Its Surface mobile, go , an idea that seems more pleasing to Nadella than have the large number of current Lumias.
A powerful argument for this last theory is the human capital that will Microsoft. For when I finish this round of layoffs Microsoft will have about 5,000 employees left the mobile division, 20% of what they had when they acquired the division of Nokia.
It is unclear how he will convince other manufacturers to support their platform, but perhaps distance himself as a leading manufacturer of phones based on Windows (Phone) achieve reassure those manufacturers. And perhaps those same manufacturers are tired of relying on Google. Neither of these ideas seem to be especially strong for the simple reason that it is on Android where today there are volume business for these manufacturers.
A timely retreat is a victory?
Many media was talking about yesterday’s decision as a death sentence for Windows Phone and Windows 10 for future phones. I personally think that Microsoft does want to exhaust this cartridge convergence before retiring completely from the market: turning your smartphone into a PC is something that could convince especially business users and that could give air to the platform for some time.
Yet, the key will be probably developers . The ability to move applications from Android or iOS relatively simply could significantly improve the catalog of Windows Phone applications, but so will the fact that any Windows application for PCs and laptops can be used (if the developer uses the resources that Microsoft offer) on a smartphone: that unique application store should also favor the interest of those developers.
But of course, Microsoft will have to make money with these terminals, which could be achieved with a shed by Microsoft defended in recent times: the move to a SaaS model in which users pay subscriptions to services such as Office or onedrive.
At this point it is where Microsoft is doing very interesting movements while the Redmond company has “infiltrated” as a provider of applications and services for its theoretical rivals . Office is the perfect example, but so are its results for the segment of personal productivity applications for iOS and Android – or, attention, Cortana – where are proving to have much to say.