Microsoft's CEO Satya Nadella admits that pulling the plug on Windows Phone was 'a strategic mistake,' in a broad interview

Microsoft CEO Satya Nadella smiling
(Image credit: Microsoft)

What you need to know

  • Microsoft's CEO, Satya Nadella, recently touched base with Mathias Dpfner at Axel Springer's Berlin headquarters to discuss his ascend to the company's top executive seat, shortcomings, wins, AI advances, and much more.
  • Satya disclosed that the Activision Blizzard deal is important to the company since gaming is part of its identity and would help it impact the consumer market even more.
  • Satya has sat at the company's top seat for nearly ten years but isn't set to retire as he is in the middle of multiple projects.
  • While talking about AI, the CEO believes that elaborate measures can be put in place to mitigate the technology that will help prevent it from spiraling out of control.
  • He added that AI currently holds the biggest potential for the company.
  • While the CEO admits that he has made many mistakes, pulling the plug on mobile was the greatest strategic mistake.

In the past few years, many restructures have happened across Microsoft's ecosystem under the leadership of Satya Nadella. Generative AI has been a pressure point for the tech giant, which saw it make a multi-billion investment in the technology. Elsewhere, the company finally closed the $69 billion Activision Blizzard deal after spending a year and change in the corridors of justice. However, Xbox's Phil Spencer disclosed that the library of games from Activision Blizzard will come to Game Pass in 2024

More recently, Microsoft's CEO, Satya Nadella, got together with Mathias Dpfner at Axel Springer's Berlin headquarters, where they talked about a wide range of topics, including Microsoft's partnership with OpenAI, the CEO's career trajectory, AI, the Activision Blizzard deal, among other hot topics. 

Here's the breakdown of the entire interview, highlighting some of the key moments as spotted by Insider

Cricket's impact on Nadella's leadership skills

It's very apparent that Microsoft's CEO is a huge fan of cricket, and unsurprisingly, in some shape and form, it has greatly impacted how he runs the company. In a separate interview, the CEO disclosed that empathy is the hardest skill to learn, yet crucial to running a successful business. Like cricket, the CEO cites that teamwork bundled up with inclusive decision-making are important components that greatly contribute to the success of any business, including Microsoft.

"If you're leading a team, you don't just want that team for one time, you need them for the duration. When I look back, there are lots of incidents that have given me a bunch of lessons to take away."

Satya Nadella's rise to Microsoft's top seat

Satya Nadella Microsoft CEO

(Image credit: Microsoft | Windows Central)

Satya recounts moments leading up to his promotion as Microsoft CEO, indicating that he had never pictured Bill Gates or Steve Ballmer ever leaving the company while working at the company. And when that day finally came, one of the board members reached out to him and asked, "Do you want to be the CEO?"

Nadella reveals that this thought never crossed his mind, and as a response to the question, he stated that he would only take up the position if the board member "really" wanted him to. However, the board member informed him that he "really needed to want to be CEO" to get the position. And the rest is history, Nadella says that "the board did what they had to do in the succession process."

According to the CEO, the recruitment for the job post was no easy feat. He spent practically the whole day with his head buried in code, but towards the end, one of the recruiters asked him what he'd do if he found a kid who had fallen down by the roadside crying. He quickly responded by saying that he'd call 911. He was being rational, but it was apparent this wasn't the answer the recruiters were looking for. The recruiters asked him to leave the interview room, and it was at this point he knew he had fumbled his chances of getting the job.

In hindsight, he believes the question was posed to gauge whether he is empathetic. He disclosed that he's learned to be more empathetic than rational with people and situations around him over the years. 

Microsoft adopting an open and understanding culture

As a determined and empathetic leader, the company greatly reflects these values. Satya focusing more on soft skills and the development of his employees rather than looking at performance KPIs is one of his "greatest successes and critical achievements as CEO." This has also contributed to the increase in the company's value from $400 billion when he assumed office to $2.5 trillion, with analysts indicating that the value could go even higher. 

The CEO added that there's great value and success when employees get to learn from their mistakes rather than fronting to know-it-all. This all trickles down to growth mentality, a theory he picked up from a book called "Mindset" by Carol Dweck.

Pulling the plug on Windows Phone was a strategic mistake

Lumia 1520, photo by Jez Corden

(Image credit: Windows Central)

While completely vague about it, Nadella admits that he's made many mistakes during his tenure at Microsoft, but the biggest ones involve people. Mathias followed this up with a question to understand whether he was not picking the right people to help run the business. He responded by saying:

"Yes. The curation of culture, and the holding of standards as a leader, becomes the most important thing. Because everybody can sense the difference between what you say and what you do. Over the years, I would sometimes say some stuff, but not really mean it. And then, well, that doesn't work. That's why getting what you think, what you say, and what you do aligned is a struggle. That's not easy. It might be easy to say, but it's not an easy thing to practice."

When asked to discuss a regretful strategic mistake, Nadella also mentions the company's unexpected exit from mobile phones, while further indicating that there might have been avenues available to avoid culling the whole division. 

"The decision I think a lot of people talk about and one of the most difficult decisions I made when I became CEO — was our exit of what I'll call the mobile phone as defined then. In retrospect, I think there could have been ways we could have made it work by perhaps reinventing the category of computing between PCs, tablets, and phones." 

Microsoft CEO recounts best decision at the organization

Satya Nadella disclosed that he realized he was assuming responsibility of a company from a founder, and that's when it dawned on him that he needed to change the approach of how he'd take up this new position.

"We needed to run the company as a team of senior leaders who are accountable to the entire company. And even the senior leaders cannot be isolated, they need to be grounded. So we found a way to be able to work together. There used to be this characterization, this caricature of Microsoft as a bunch of silos – which I thought was unfair. We were able to debunk that by showing that we are one team working together, flexible in our own ways but very fixed on our outcome goals. And that, I think, was probably the most important thing."

Why pay $69 billion for the Activision Blizzard deal?

Xbox, Activision Blizzard King, and FTC logos on a black background

(Image credit: Windows Central / Microsoft / FTC)

The CEO indicated that gaming has been part of the corporation's identity from the start and would only make sense if the company continued to explore this even more. Microsoft's Gaming department is quite visible in the consumer market; closing the Activision Blizzard deal only increases its visibility. 

"The way games are made, the way the games are delivered, is changing radically. Whether it's mobile, or consoles, or PCs, or even the cloud. So, we're looking forward to really doubling down both as a game producer and a publisher. Now we'll be one of the largest game publishers and also as a company that's building platforms for it."

Ai holds the biggest potential for Microsoft

Bing Chat Enterprise promotional material

(Image credit: Microsoft)

Unsurprisingly, when asked what holds the biggest potential for the company, the CEO disclosed that it was AI. In the past few months, the company has embraced AI and injected the technology into its products and services. Satya believes AI will have a transformational impact, similar to how the cloud impacted the software category. He disclosed that the launch of Windows Copilot is centered around boosting productivity and communication.

He also talked about people having reservations about the technology and how it lacks guardrails to prevent it from spiraling out of control. However, he indicated that the are measures that can be put in place to mitigate these risks, especially by having in-built control over the technology.

Is Microsoft too big for bankruptcy?

Microsoft logo

(Image credit: Future)

While responding to this question, the CEO stated that every company should run with a goal and focus on serving a social purpose. He added that longevity is not the goal. Rather, it's to ensure the company is doing something beneficial for the world.

Is retirement on Microsoft CEO's horizon?

Satya Nadella has sat on the top seat at Microsoft for close to ten years now, admittedly achieving great feats. However, when asked about retirement plans, he indicated that he is still in the middle of projects. He further added that his successes and failures will be realized once someone else takes over his spot.

Mathias also asked the CEO if he had any potential successors in mind. He responded positively citing there's a pool of great minds and individuals that would be perfect for the positions, highlighting his confidence in the board for when that time comes, and that they'll be able to make the right decision.

The interview continues covering topics revolving around the CEO's impact on society, competition with Google over market share, and AI chatbots. We only covered the key highlights, but you can head over to the Inside for the full scoop. 

What are your thoughts on Microsoft's direction under Satya's leadership? Let us know in the comments.

Kevin Okemwa
Contributor

Kevin Okemwa is a seasoned tech journalist based in Nairobi, Kenya with lots of experience covering the latest trends and developments in the industry. With a passion for innovation and a keen eye for detail, he has written for leading publications such as OnMSFT, MakeUseOf, and Windows Report, providing insightful analysis and breaking news on everything revolving around the Microsoft ecosystem. While AFK and not busy following the ever-emerging trends in tech, you can find him exploring the world or listening to music.

  • Jcmg62
    "exiting mobile was a mistake"....

    wait, you mean spending billions on a platform, billions more on Nokia, scrapping features that made the hardware and OS better than the competition, ballsing up the marketing strategy, promising to remain in mobile then pulling the pin less than a year later, and finally launching a hobbled Duo with Android was a mistake.

    Ya don't say.

    This is a particularly sore point for a lot of Microsoft fans. We got behind windows phone in a big way, and the abandonment issues are real.

    We can dissect all the reasons why WP struggled and what could have and should have happened, but at the end of the day Microsoft upped and walked away from the single biggest personal computing space on the planet, and in the process pissed off millions of users.

    When I see headlines like "it was a mistake to exit mobile" I imagine the guy with his head cocked to one side, a vacant look in his eyes and drool dripping out of his mouth, with a slow duuuh uttering in his head.
    Reply
  • Arun Topez
    At least he's aware of that. But they have the perfect opportunity to make it work now. With all the major players now scrambling to get foldables and new form factors out, this is Microsoft's perfect opportunity to jump in since they already have a headstart with Duo. The issue is they gave up on the mobile version of Windows, though there are hints of touch-friendly UX on Windows 11, so it's not impossible if they actually invest time and resources into it. And with Android apps now working on Windows, the app gap might not be an issue anymore. But they need to make the install experience more natural like it is for Windows apps.
    Reply
  • wojtek
    to this day I'm sore there are no more Lumias - they were brilliant devices! as for the os itself - I had to "tile the os" for my father once his lumia died and we had to get him new device...
    Reply
  • Jcmg62
    Arun Topez said:
    At least he's aware of that. But they have the perfect opportunity to make it work now. With all the major players now scrambling to get foldables and new form factors out, this is Microsoft's perfect opportunity to jump in since they already have a headstart with Duo. The issue is they gave up on the mobile version of Windows, though there are hints of touch-friendly UX on Windows 11, so it's not impossible if they actually invest time and resources into it. And with Android apps now working on Windows, the app gap might not be an issue anymore. But they need to make the install experience more natural like it is for Windows apps.
    I agree, and on paper the stars should align:

    Windows on Arm is working, and working well

    Qualcomm are massively behind making high powered WoA hardwarehe

    Microsoft have made desktop windows more mobile centric. It's only a short hop from desktop WoA to mobile windows.

    Windows store have most of the apps that they didn't have six years ago.

    Microsoft are now one of the biggest games developers on the planet, and are using that to build out a massive game store. They could start by building handheld gaming devices with mobile phone capabilities and go from there.

    The Duo is a solid form factor (I've been using the Duo 2 as my daily phone for two years....great device)

    In short, they have the hardware, the software, the apps, the money and the ability to be in mobile

    But I guarantee they'd screw it up, because they lack vision.
    Reply
  • Jez Corden
    I think Microsoft should really just say "screw it" and fight hard to bring it back. Having ZERO CONTROL over a mobile endpoint is hurting every corner of their business, whether it's AI, search, Office, Microsoft Teams, gaming, etc. etc.
    Reply
  • Jcmg62
    Jez Corden said:
    I think Microsoft should really just say "screw it" and fight hard to bring it back. Having ZERO CONTROL over a mobile endpoint is hurting every corner of their business, whether it's AI, search, Office, Microsoft Teams, gaming, etc. etc.
    But even if they did, would they stay in the fight?

    That's always been the issue with getting behind Microsoft. They have a nasty habit of walking away.

    With Panos gone, and sales sliding, I wouldn't be shocked to see the surface brand under threat of the axe.

    There was an article the other week on the Google/DoJ case, and it turns out Google pay Apple over $10 billion a year to remain the default search engine on iPhone.

    Its a lot of money, but Google probably think it's a bargain.

    The point is that tech companies are not above paying other tech companies to bring their apps/services to their platform.

    Thinking back to Windows Phone, the single biggest point of failure was not having Snapchat and instagram at a time when that's all people wanted on their phone. They simply couldn't attract an entire generation of narcissistic teenagers to Windows because those two apps weren't in the store.

    Looking back, they should have paid whatever it took to get those apps on the platform. Had they taken that gamble, there's a good chance that far more people would have picked up a Lumia.
    Reply
  • svenvandevelde
    Microsoft really messed up with windows phone. They launched all the developer tools needed to build great mobile applications and then they walked away. They really disappointed me and probably millions. Lumia devices were the best. They had an image issue at the time but running away just made it worse. They thought that they could partner with Google and provide mobile Microsoft services over the Google platform.... WRONG!
    They lost a big chance to compete and win. Now they do the same with surface, which highly likely had seen its last GO4... It all looks like an experiment. There is no continuity within Microsoft. I'm sure Microsoft internally is a big mess. And the cash cow cloud will disappear as Microsoft won't have the devices anymore. Windows will lose terrain too if they continue to ruin it.
    Reply
  • Kjw24
    That is good when I see you start to make his mistakes is always a good find a company is going in the right direction

    All they need to do is launch a lightweight version of Windows 11 and Windows 11x
    Reply
  • Jez Corden
    Jcmg62 said:
    But even if they did, would they stay in the fight?

    That's always been the issue with getting behind Microsoft. They have a nasty habit of walking away.

    With Panos gone, and sales sliding, I wouldn't be shocked to see the surface brand under threat of the axe.

    There was an article the other week on the Google/DoJ case, and it turns out Google pay Apple over $10 billion a year to remain the default search engine on iPhone.

    Its a lot of money, but Google probably think it's a bargain.

    The point is that tech companies are not above paying other tech companies to bring their apps/services to their platform.

    Thinking back to Windows Phone, the single biggest point of failure was not having Snapchat and instagram at a time when that's all people wanted on their phone. They simply couldn't attract an entire generation of narcissistic teenagers to Windows because those two apps weren't in the store.

    Looking back, they should have paid whatever it took to get those apps on the platform. Had they taken that gamble, there's a good chance that far more people would have picked up a Lumia.
    honestly, i know you're right, but i just like to dream lol.
    Reply
  • Jez Corden
    Kjw24 said:
    That is good when I see you start to make his mistakes is always a good find a company is going in the right direction

    All they need to do is launch a lightweight version of Windows 11 and Windows 11x
    i do think this is on the way, but not for phones, moreso for gaming handhelds like the ASUS ROG Ally. I know Xbox is pushing for it.
    Reply