On August 15, 2014 Mary Jo Foley published an article on ZDnet titled Microsoft to deliver Windows ‘Threshold’ tech preview around late September.
Subsequent to the release of Foley’s article, a lot of follow up articles were published on the same topic on familiar PC computing hardware blogs, including PCWorld, Computerworld, CNET and more.
But a core point of interest for most commentators, a rumored capability of this new Windows O/S to auto discover the computer hardware upon which it is running and to serve an optimized User Interface (UI) for it, popped up in the press months before Foley’s article was published.
This post is not a history lesson about rumored features of Microsoft’s next O/S, so it makes sense to take a moment to provide backdrop for why this topic is worth commenting about here.
Bottom line: “Windows Threshold”, and its capability to auto-sense hardware, promises to deliver substantial reductions in Cost of Goods Sold (COGS) for Microsoft. Satya Nadella, CEO, alluded to the promise of a reduced COGS based on one version of Windows for any/all hardware platforms during Microsoft’s most recent earnings conference call.
We assume our readers will be interested in any feature powerful enough to enable Microsoft to preserve gross margin, but still substantially reduce COGS. After all, without this feature Microsoft would continue to require separate versions of its O/S for different hardware platforms — Windows Phone, Surface, XBOX, and PC.
Back on April 2, 2014, in a video webcast of an interview between Charles Torre, a Senior Quality Engineering and Designer at Microsoft and Kevin Gallo, Director of Program Management, Windows Phone, Microsoft, mention was made of a “Universal App” process.
This webcast, titled What’s New for Windows and Windows Phone Developers, is devoted to a discussion of this new App development process, which Gallo defines as “an App designed to run across many different form factors, PC, tablets, Phones. The App adjusts itself so that the UI and the interfaces work across all of those different devices . . . ” (quoted from the webcast of Torre and Gallo’s discussion, which was held at Build 2014).
As we noted above, the big deal about this feature is the room it may provide to Microsoft, and to its OEMs, to offer consumers PCs at substantially lower cost, perhaps on par with the street price for typical examples of the Chromebook platform Google has developed and most prominent PC OEMs have opted to produce.
If this holiday season does provide the venue for a market debut for these lower cost computers, it may not be a stretch to see Microsoft reclaim some of the ground it appears to have lost to Chromebooks at the low end of the consumer PC computing market.
Disclaimer: I’m long Microsoft and have no position in Google as of the time of the publication of this post
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