In the first few moments of Satya Nadella’s opening remarks at Microsoft’s Cloud Briefing, October 20, 2014 attendees were treated to a finely tuned presentation of the now familiar “Mobile First, Cloud First” market message. Nadella prefaced his remarks by referring to this brand message as “our world view”. He then defined “mobile first” as “the mobility of the individual experience”. Anyone familiar with Microsoft’s products, and how they have presented their offerings to consumers since they launched as a business in the late 1970s will note how this terse and absolutely to-the-point phrase binds 2014’s market message to the unique themes this mature ISV has articulated throughout its tenure as a business in the public eye.
Windows was first presented to consumers as a uniquely promising method for people to deliver a highly personalized experienced from small computing devices (which, themselves, were called personal computers, (PCs)). Different versions of this same opportunity could be distributed across organizations via the purchase of numbers of PCs. In fact, this purchase cycle occurred, and, now, PCs are ubiquitous.
Now the personal computing experience has evolved into the “individual experience” of Nadella’s opening remarks. His definition of the “mobile” venue for this individual experience provides him an opportunity to demonstrate why Microsoft’s commitment to delivering as consistent a computing experience, as possible, across the set of computing hardware an individual may implement during a typical day of activity, is so important. In turn, the effort to deliver this consistent computing experience from smart phone, to tablet, to desktop computer, to lap top, leverages scale.
By the time the audience digests all of this information, which Nadella communicates in less than 2 minutes of his opening remarks, it is likely clear why the Windows 10 Operating System (which was introduced only a month prior to this event) must be the same OS for each of the form factors we just mentioned.
By the time he mentions “cloud”, the importance of SaaS, and the power it contributes to this effort to deliver a uniform computing experience across the entire range of computing form factors should be clear.
In this writer’s opinion, Nadella’s ease in articulating this message, with authority, will contribute, positively, to enterprise business computing consumers. This is the correct market for Microsoft to pursue. Therefore, it makes sense to monitor, over time, how thoroughly this market assimilates the themes Nadella is presenting.
Ira Michael Blonder
© IMB Enterprises, Inc. & Ira Michael Blonder, 2014 All Rights Reserved