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A focus on Microsoft's Terry Myerson's 'phone' comments and a dose of common sense

"We're fully committed to that 4-inch screen, there will be a time for it to be our focus, but right now it's part of the family, but it's not the core of where I hope to generate developer interest over the next year."

When viewing Myerson's comments in part or outside of the context of the mobile strategy that Microsoft's CEO communicated in the Summer of 2015, his remarks can be easily misinterpreted. Given the myriad host of negative headlines and commentary on social media that has arisen in the wake of the Verge's piece, this is exactly what has happened.

In this article, we will address what Myerson said within the context of Microsoft's mobile strategy. This strategy, as we know, is currently in a state of retrenchment from the general consumer space while Microsoft works on building the ecosystem that supports the entire Universal Windows Platform.

This article will not be an in-depth analytical piece that challenges your intellect. Nor will it be an emotional appeal to your anecdotal experiences. Here, I'm simply going to appeal to your common sense.

Hocus Focus

We live in an era that has been dubbed the information age. This era is a fast-paced global culture where our attention is drawn from one story, video or sound bite to the next in a constant quest for "information stimulation."

Moreover, our attention spans have been gradually eroded by the availability of an impossible number of television channels that beckon our attention a moment after advertisements sever our focus from the programming that previously held it. It is a common occurrence for such impromptu channel surfing to result in the abandonment of the program already committed to instead of something new that has grabbed our attention. This distraction is sometimes even accompanied by one actually forgetting what they were viewing previously.

Furthermore, there was a time when much of our reading was a patiently enjoyed experience between the covers of a book as a story unfolded over the course of hundreds of pages. Our patience is now worn after mere hundreds of words are endured on a blog post as alerts nag at our focus to indulge yet another "story." Our minds are so fractured by a constant deluge of momentary stimulation that the newly engaged stimuli seemingly all but purge the previously held information from our conscious memory.

Once we leave the context of a story it is lost and forgotten.

This reality is the challenging world in which we live. A world where our attention is so divided and our focus so quickly shattered that once we leave the context of one story, it becomes lost and forgotten as the "new headline" becomes our "momentary world." In this reality, keeping an eye on the big picture which transitions via a slow but steady evolution as a backdrop across our many "momentary realities" is an exercise of deliberate focus and determined discipline.

Tickling our techie fancy

It is within the context mentioned above that many of us, we tech enthusiasts, exist. We pour over article after article and tweet after tweet, thirsty for information. It is our frequent stops at post after post that ultimately leaves us influenced by the "expert" perspective of those with a penchant for writing and a platform to showcase it. Of course, there is nothing wrong with having a particular bias toward a particular platform. Here at Mobile Nations for example, we have a host of writers with different preferences for the popular mobile phone platforms. Android Central, CrackBerry, iMore and Windows Central are outlets and communities for bloggers and readers alike who have a preference for the particular platform these sites focus on.

The strength of such sites and communities is that they provide a constant narrative of the evolution of the platforms they journal. As such it is incumbent upon both a writer and reader to remain abreast of the "story" that is being told. The writer must ensure that the introduction of "new" information is presented within the context of the story that has already been told. The reader is responsible for ensuring that the same is contemplated within that same context. The narrative is a seamless tale fully dependent on the information that has come before and the context it has established. It does not exist within the framework like that of a collection of short stories where each tale exists independent of the one before and after it.

This viewing of information out of context is what occurred on the first day of Build 2016.

This "short story type" narrative, however, is sadly the perspective some tech writers present information in (either by content and/or headlines) or some readers process information in having forgotten the previously established context of the narrative. This viewing of information out of context is what occurred on the first day of Microsoft's Build 2016 Conference when Terry Myerson merely stated what had been communicated by Microsoft's CEO Satya Nadella and CMO Chris Capossela before him.

Many readers (and writers) responded to Myerson's statements as if they presented new information that we have not been aware of since last year. In fact, we've known for months that Windows Phone has been retrenched as the firm focuses on the broader ecosystem. But suddenly Myerson's "new" information has become the "momentary world" from which many perceive Redmond's position on phone as that of "giving up on mobile." Come on guys we've talked about this?

As we delve into what Myerson and other leader's at Microsoft said, please realize this is not a piece to address the merits of the company's mobile strategy. That strategy will either succeed or fail. Time will tell. Our musings on the viability of that plan are better reserved for my other articles. Here I am merely reminding you of the context Myerson's statements exist within so that we can perceive them as I believe he meant them to be understood. I ask that you stick with me with this particular focus in mind.

We've heard it all before

Let's first venture back to the summer of 2015. It was then, via a July 10th memo{.nofollow} from Satya Nadella that we were made aware of the CEO's retrenchment plan for phone.

"I am committed to our first-party devices including phones. However, we need to focus our phone efforts in the near term while driving reinvention. We are moving from a strategy to grow a standalone phone business to a strategy to grow and create a vibrant Windows ecosystem that includes our first-party device family."In the near term, we will run a more effective phone portfolio…We'll bring business customers the best management, security and productivity experiences they need; value phone buyers the communications services they want; and Windows fans the flagship devices they'll love."

What we have gleaned from these statements is that temporarily, as denoted by the qualifier - "in the near term" - Microsoft's mobile phone focus would be on select markets rather than the broader consumer space. The Lumias 550, 650 and 950/XL all released within the last year, serve the value, enterprise and fan markets respectively.

Nadella was clear that the company was focusing on the broader ecosystem.

We also see that during this time of retrenchment that the company's broader focus is on "driving reinvention" and "growing and creating a vibrant Windows ecosystem." Of course, this reinvention and ecosystem growth is seen across the devices and services the company is offering. From hardware like the Surface Book, Lumias 950/XL, HoloLens, Surface Hub and the anticipated Surface Phone we see examples of the firm bringing powerful hardware to the Windows ecosystem. Windows Holographic, Windows as an app development platform, Conversational Canvases and other ecosystem advances announced at BUILD 2016 reveal Microsoft's ecosystem focus to create a platform that appeals to developers.

In a July 13th, 2015 interview with Mary Jo Foley Nadella gives us further context for the retrenchment strategy and assurance of his commitment to phone:

"The reason why anybody would want to write universal apps is not because of our three percent share in phones. It's because a billion consumers are going to have a Start Menu, which is going to have your app.""Why then make all these changes to the Start Menu with Windows 10?...because that's the best way to improve the liquidity of our store…In Windows 10, the store is right there and done in a tasteful way."…the free upgrade for Windows 10 is meant to improve our phone position...If somebody wants to know whether I'm committed to Windows Phone, they should think about what I just did with the free upgrade to Windows…all of this comes down to how are you going to get developers to come to Windows. If you come to Windows, you are going to be on the phone, too.

Nadella is clear that the company is focusing its efforts, during this retrenchment phase, on the weight of the broader ecosystem that has the greatest potential of bringing developers to the Universal Windows Platform (UWP) and ultimately to the phone. He explicitly concedes that developers would not be drawn to write universal Windows apps if the company led with its minuscule phone market share. He didn't use the following language, but it is clear that phone was not the "tip of the spear" of Microsoft's appeal to developers.

Nadella gives further context to the company's approach to mobile by alluding to what he envisions to be the next bend in the curve:

"…the high volume device is the six-inch phone… But to think that that's what the future is for all time…would be to make the same mistake we made in the past…that would be madness.…we have to be on the hunt for what's the next bend in the curve."

Given the company's focus on hybrid devices that transcend categories such as the Surface and Surface Book, many have speculated that a Surface phone would have a hybrid physical design.

Chris caps things off

Nearly two months after Nadella's interview with Mary Jo Foley, Chris Capossela sat down with Walter Pritchard. Pritchard asks Capossela specific questions (sure to exclude hybrid devices from the discourse) about Microsoft's phone footprint 3-5 years from that September 8, 2015, date:

Walter Pritchard: …And I'm wondering if you were to fast-forward three to five years from now, we have you guys on stage, what is your -- what is Microsoft's footprint look like in the phone market? Again, let's call them the standard phone, not a hybrid, not just -- just a plain old phone.Chris Capossela: Four to seven inch.Walter Pritchard: Yeah, four to seven-inch touch screen phone, what is the Microsoft role in that market three to five years from now?Chris Capossela: For us in the next couple of years we're really going to focus on building phones that obviously showcase Windows 10, but we're going to try to build phones for two audiences…

This excerpt reveals that for at least two years, beginning in the summer of 2015, Microsoft's mobile efforts would be in its retrenchment phase. During this time, consistent with Nadella's statements, Microsoft would continue working on its phone strategy though it would not be the firms focus.

Furthermore, given the acknowledgment but the deliberate omission of hybrid devices from the 4 – 7-inch 'phone' conversation, we are reminded of Nadella's references to a device that sits beyond the next bend in the curve. I envision some "cool thing" Microsoft is doing with phone though Capossela didn't put it that way.

'T' Time

This brings us to the statements made by Terry Myerson:

"If you wanted to reach a lot of phone customers, Windows Phone isn't the way to do it." "If you want to reach a lot of Windows customers, then this is the largest install base of 9 to 30-inch screens. If you wanted to do new and exciting things, then the Xbox and HoloLens is the place to have a discussion.""We're fully committed to that 4-inch screen, there will be a time for it to be our focus, but right now it's part of the family, but it's not the core of where I hope to generate developer interest over the next year," explains Myerson. "There's no lack of recognition to realize how important that form factor is, but for Microsoft with Windows and for our platform it's the wrong place for us to lead.""We're going to do some cool things with phones, but this year phones are an important part of our family but not the tip of the spear."

Clearly Myerson's statements are well aligned with what we have received from Nadella and Capossela. Areas where the company is publically pushing the envelope are with HoloLens and gaming, thus a reference to new and exciting things in those areas. His reference to 9 to 30-inch screens is clearly where the bulk of Windows users are which is a theme that Nadella has consistently communicated. Moreover, his statement about the company's commitment to the 4-inch screen, though not an area where Microsoft is currently serving a lot of customers, is a clear echo of Nadella's professed commitment to phone:

"If somebody wants to know whether I'm committed to Windows Phone, they should think about what I just did with the free upgrade to Windows…"

When Myerson stated that, "there will be a time for it (phone) to be our focus, but right now it's part of the family," we are reminded of Nadella's 2015 statement that the company is focusing its efforts on "growing and creating a vibrant Windows ecosystem."

Furthermore, when Myerson expressed, "it's (phone) not the core of where I hope to generate developer interest over the next year", we see a clear parallel to Nadella's earlier statement about reaching developers:

"The reason why anybody would want to write universal apps…is because a billion consumers are going to have a Start Menu …the free upgrade for Windows 10 is meant to improve our phone position."

Additionally, Myerson's reference to "the next year" aligns closely with a two-year time frame for the retrenchment strategy.

We're going to do some cool things with phone.

Finally, Myerson's closing his statement with, "We're going to do some cool things with phones" seems to be a confirmation of Nadella's search for what the next bend in the curve would be. If Myerson's statement is anything to go by, it sounds like Microsoft may have found what they were looking for beyond the curve.

Wrap Up

I know that it is a challenge in this fast paced world to remain focused on the slowly evolving "big picture." Especially in the realm of tech where opinion and varying analysis abound. As the dynamic field of social media and tech blogs flash a dizzying assortment of content to us literally by the minute; a grasp of the context of the narrative we are attempting to follow may be lost.

I encourage readers (and aspiring writers) to strive to position any "new" elements to the "story" you are following or journaling, within the context that has already been established. Doing so will preclude "uproars" like that we've just witnessed when Microsoft's Windows chief, Terry Meyerson only said what the company's CEO and CMO stated last year. In truth, Terry just added further narration to a retrenchment story (a strategy) that has been being told since last summer.

Again, this article was not an analysis of a mobile strategy. Nor was it a piece to challenge your intellect or incite your emotions. It was, rather, an appeal to our collective common sense. Common sense is that most basic, yet often most discerning, part of our ability to perceive. It does not require formal training or education to be effective. It is this sense that when employed absent the "noise" of the internet and social media clearly sees past sensationalist headlines and content presented out of context.

That said, after viewing Myerson's statements within the proper context our common sense dictates that there's nothing new to be upset about as nothing has changed.

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

363 Comments
  • As usual thanks for reading guys! As stated this piece was a means to place Myerson's comments within the proper context. I know that much of the Windows Phone audience has an intellectual contention with MS, in that many do not agree with thier strategy and of course that's fine. Many of you also have an emotional contention in that you are frustrated with what you perceive to be a lack of progress after your financial and time dedication to the platform, and that is also fine. Some of you hold both those positions. The problem arises when some writers or commenters attempt to exploit those feelings by way of headlines, content out of context or intentionally rousing commentary. The strength we all have however is that regardless of our education level or lack thereof we have all been endowed with common sense. And if we defer to that, even while maintaining whatever opinion of the platform or strategy we have, the power of those who attempt to incite our emotions or exploit our time is taken away because we will clearly see things for what they are.
  • And now......here come the trolls!!! Grabbing popcorns, this time I won't even try and put some common sense in their minds :)
  • TL;DR Myerson just confirmed that Windows phone is dead.
  • Seriously? Not even reading nuance but just plain "windows phone is dead"? Troll alert here... Posted via the Windows Central App for Android
  • I think, and I could be wrong, that he was just responding to Paolo Ferrazza's call for troll?
  • I think he did that on purpose
  • Obviously, someone who didn't read the article.
  • Actually, he made no confirmation of that, at all. Read within the context - the broader picture. Phone is one of many devices within which Microsoft is building and enriching it's larger Windows ecosystem via windows 10. Did you read the article?
  • Jason Ward just confirmed you are brain dead lol.. Letting a misinformed or ignorant semi humans words hold weight on any issue or topic is a recipe for failure. Just brush the dirt off and have real and logical conversations with your peers here and let the clowns sit in a corner with their dunce hats screaming for attention be attended to by any certified psychiatrist who wants to tackle their daddy issues lol.. Laymans terms just ignore them lol...
  • Going even better than expected.
  • +1520
  • Hear Hear I agree, at first I wasn't sure if Dev's would be onboard with making a UWP? But now I'm seeing more and more UWP Apps all the time, this makes feel good to see it.
    I tell people all the time that WP will survive because of Win 10.
    With WP having such a low Market share, anybody would have abandoned the ship along time ago, but I see Satya's vision he's right the UWP is the way to go. WP will survive. It's now where's near dead at all. I just the beginning.
    I have the Continuum display dock and I see where that's going too. Posted Via Win Central App for Win 10.
    Posted from my Lumina 950 on AT&T.
  • [Invoking Star Wars quotes to represent Spectrum's grasp of the situation and the thrust of what Jason painstakingly presented in 3..... 2..... 1....] "Is it a hit?" "Negative. Negative. It just impacted off the surface."
  • Sad but its true... Only fanboys still believing that wp10 will be something more than crap
  • Fanboys, eh? Then what do you make of the fact that my desktop, tablet, and phone are all Apple products? Your move.
  • Nobody cares what you think.keep on saying that and do continue sayin that.
  • [edit: sorry, thought you were replying to me] comment deleted. :-)
  • "It does not exist within the framework like that of a collection of short stories where each tale exists independent of the one before and after it." Oh. You mean like the "stories" for Windows Mobile, Windows Phone 7 and Windows Phone 8 that ended with customers with "stories" that didn't continue because of CHOICES that Microsoft made? My god the deception never ends on here. Wow.
  • He is a fanboy, forgive him
  • Man! I can't believe what an AMAZINGLY profound and substantiave contribution that was to the conversation! Whatever would these comment threads be without your uncanny luminescence? 
  • Yet, your response to him does add to the conversation? Sounds like the pot calling the kettle black.
  • And yours to mine rises above your own criticism? Black Saucepan? :-/
  • And besides, perhaps it's a mistake on my part to you assign you the task of determining the "cash value" of what I'm about to say next, but I scanned the entirety of the thread for a meaningful contribution on his part first, and found none. Just six or seven posts that all boil down to accusations of fanboyism. That is it. Period. By contrast, if you will look towards the end of page 2 you will find a discourse between myself and [I believe it is] Chris Stevens that goes several rounds and ends up in the 10s of thousands of characters and actually was a really good exchange. So I DID make a substantive contribution to this conversation. So I'm not simply on here doing "troll trolling".... ....Now, where's your meaningful contribution that I might find, and read, and possibly interact with?... ...or are you simply here to be a "troll trolling patrol troll"?
  • @mobilejk The for the response. Please note the context of the excerpt you chose. "It" within context refers back to the narrative of the entire scope if "the story" which incorporates all that has occurred along the continuum of that story. Here's further context: "The narrative is a seamless tale fully dependent on the information that has come before and the context it has established. It does not exist within the framework like that of a collection of short stories where each tale exists independent of the one before and after it." Now if we'd like to compartmentalize certain aspects of the broad narrative (which this piece was not the topic of this piece) then that's where your address of the "breaks" in the continuity of the platform come in. (I talk about that in my last piece by the way, Windows Phone isn't dead Part VI). So in answer to your question, no in referencing "short stories" I did not mean the specific occurrences within the broad narrative, I was showing a distinction that the broad narrative is an ongoing tale where any furtherance of, addition to, the "story" is wholly dependent upon the context set before the introduction of the "new" content. The new information is, I was communicating, is not an independent story unto itself as you might find in a collection of short stories. A novel is one continuos tale, which tells a story from beginning to end. A short story collection is a disparate collage if independent stories by different authors. The "story" of MS Mobile strategy is akin to the novel, with it beginnings, up and down, conflict, hero's, villains etc - but one story. Hope that answered your question. :-)
  • Jason you actually expect windows phone fans and haters to use common sense?? If so i have to ask "what are you smoking and where can i get some?"
  • If you are a normal human being, you'll definitely use some common sense.
  • The key words there being "normal human beings" since they seem to be in short supply on the internet.
  • If Terry Myerson spoke with Tom Warren, the claimer of "Windows Phone is Dead", with a touch of common sense, he wouldn't cause such an uproar from the WP fans.  And we don't need to try this hard to understand him with common sense either.  Most of the WP fans are normal human beings.  I guess.  :-)
  • I understood from the beginning. Tom Warren is a editor trying to sell article views. He understood from the beginning as his article reveals what was said, but he twisted the narrative to encourage viewership. It's just business, I can see him laughing as others follow his narrative every time a new WP is dead is released. The only problem is when the people who should know better start following the press.
  • Terry Myersn should have known better.  Tom Warren has been taking pleasure to knock WP ever since he picked up an iPhone some time ago.  Now Terry Myerson fed him the statement just what he needed for his article to continue bashing WP.  Terry said that "MS are fully committed to that 4" screen ..." by directing developers to focus on areas other than WP.  Tom probably was laughing while he was writing his article.  :-)
  • Common sense is the less common of all senses!
  • Lol. There are some stupid fanboys who really ruin things for the rest of us who just enjoy their windows phones lol
  • When fanboys use common sense? Even jason is a fanboy
  • So, what is this? A contest to see how many times we can use the word "Fanboy" in a comments thread?
  • I just hope, everyone reads Jason's articles. Then, the world would be a better place to live in for WP users :P.
  • MS is forcibly retrenching, but their strategy from past 3-4 years have been to do nothing and leave customers behind. Nothing new here. fast forward 2 years, we will still be talking up dreams that MS will try to sell but never fulfill and they will still have less than 2% marketshare and UWP not the center of DEV's attention...
  • It's a very well written and logical article. I truly enjoyed reading it. Keep it up. It hurts that Windows on a phone is not a focus, but they are actually improving it with every build and at this pace, it will definitely become a credible competitor.
  • Exactly .!!!! This is something that was required to awake people from the different interpretations made by people .!!! Thanks windows central a great article indeed .!!! Its a long way process and people are panicking on the future of windows 10 mobile .!! its very well alive just patience needed to know the future .!!! +72000000000, ;)
  • Hi Jason & WindowsCentral, this site and its contents make so much more sense!! You guys are amazing.. Keep up the awesome work!!!!!
  • Thanks so much. We definitely appreciate your support! -------------------------------
    Jason L Ward @JLTechWord
  • Yes you are so awesome.. You guys didnt publish the article when Myerson stated this but tried to understand the statement and coincide that with previous ones .... So you guys are just awesome. Sent from my Lumia 925 using Windows 10 Mobile
  • My friend at the very least you could've checked whether WC did or didn't do an article before commenting.. Cry babies.. Posted on my Lumia 950
  • Jason, the problem for me , is Microsoft never seem to handle publicity well. They can have the greatest phone in two year, but people dont buy the greatest phone they buy a dream and a lifestyle that a company believes. Microsoft is not selling that dream at the moment.Apple has proved that, anyone under 25 are just not interested at the moment as microsoft isn't drinking the coolaid. I hope they've got it right with Hololens and it doesnt turn into a google glasses. I'm not sure Xbox is the place for UWA though, didn't kinects prove that, kids just want a games console with great graphics. Anyway let's hope you're right as as love some of the stuff they are doing but don't throw the babies out with the bath water.
  • Mindshare comes before Marketshare and so I am with Jason with this lovely piece and with Microsoft through the end. I know we are all anxious for Windows Mobile to succeed especially with all the bullies from the iOS and Android camps with every new release and updates. However, I also agree with you that Microsoft need to do a lot more evangelism for the platform but that can also happen once they have revitalized the entire ecosystem. That way there will be a lot to showcase and compare with the leading platforms. Then the much craved adverts will come together with the cool devices hopefully things can be normal again. My wife just told me she's also tired of the 640 XL because she cant get the apps and she somehow believes the iPhone 6 takes a better picture. Again, I don't blame her if only the strategy was right with the 640 XL to have at least a Pureview camera or better still give it some other good hardware like a better internal storage. Anyway, I'm just gonna enjoy every new build that will be released this year and hope to get my Surface Book 2 later in the year after the Anniversary Update waves.
  • The issue is that MS neither has MindShare nor the MarketShare, and they don't seem to be trying to capture either one...
  • Yeah sometimes they remind me of NoA damn that Reggie he thinks all us north Americans are dimwits by the decisions they make for NA region
  • I thought google glasses was dumb. Winking to take a picture? People either think you have a twitch (no offense to twitchers) or people might think you're crazy
  • No offense to crazy people?
  • He could have said, "that over the next year the 4" screen is not the core interest of our developers but will be receiving attention as well". If the goal truly is for other OEM's to generate interest in WP, the he could have stated that as well. Posted via Windows Central app for Windows 10!
    Proudly rocking my Lumia 1520!
  • Well that would make Microsoft look desperate for manufacturing partners. When that happens, Microsoft loses its respect among the companies and lose its control over the software and the manufacturers start modifying it like android.
  • How's would that be the case when WC had stated in multiple articles that Microsoft wants other OEM's to make windows phones like acer, HP and others. Posted via Windows Central app for Windows 10!
    Proudly rocking my Lumia 1520!
  • Exactly. But they don't want them to ask Microsoft for complete control over the software like android. So, they have to maintain a little distance when working with them when making a new phone.
  • He could have said that, but he was on the spot, and he's not a salesperson or politician. He just said it how he thought to say it at the moment. And since Microsoft is terrible at handling this kind of thing, they didn't immediately release a statement to clarify.
  • Great piece of article!! Posted from Windows Central for Windows 10
  • @ssuhmanth Thanks! -------------------------------
    Jason L Ward @JLTechWord
  • This is has been absolutely beautifully written article. Thanks for the clarification Jason! :) Posted from the Windows Central app for Windows
    10 on my Lumia 830 running TP .
  • @Sab2468 Thank you and my pleasure!:-) -------------------------------
    Jason L Ward @JLTechWord
  • Finally some intelligence and common sense shines through in the current "journalism" landscape. You are right on target in pointing out how so many writers prey on the emotions of readers and attempt to rile people up to get more clicks. Instead of creating a conversation it is now all about creating divisiveness, resentment, and sensationalism. That is the easy way out. Your articles are such a breath of fresh air. They challenge us to think and have civilized debates. That is not easy, but I appreciate what you are attempting to do. We need more of this in our lives. Thank you!
  • @delesh I sincerely appreciate you comment. That's very encouraging. :-) -