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Microsoft's Nadella weighs in on Pokémon Go, HoloLens, and the bright future for AR

Call it what you will but Pokémon Go is turning into a cultural phenomenon that is leaving Microsoft out of the party. That situation is not lost on CNBC's "Squawk on the Street" who sat down with Microsoft CEO Satya Nadella and General Electric CEO Jeffrey Immelt to talk about augmented reality (AR) and what it means for business.

The conversation starts off with the observation that Pokémon Go is like HoloLens, but a lot cheaper and more prevalent. That raises the question of what does HoloLens offer that is more than what we already have. Nadella, being the consummate optimist remarks "This Pokémon interest will hopefully will translate into a lot of interest in HoloLens".

Nadella didn't end there as he was glad to see the success of Pokémon Go as it bodes well for AR in general:

I think it's fantastic to see these augmented reality applications getting built because the best thing that can happen when you're creating a new category is for applications that are these killer apps, whether it be a game or in the industrial scenario, to get invested in.

Nadella also points out that something like Pokémon Go would great with HoloLens (something we suggested yesterday):

Think about it. The game physics of that app is built for something like HoloLens. Of course, the phone is great…but think about what that game on HoloLens would mean. You are not trying to use a phone when you can just use your eyes to look through and have that augmented reality experience.

The conversation, however, switches from games to something more familiar to Microsoft: enterprise and business. Here, General Electric CEO Jeffrey Immelt jumps in to lend a hand by talking up the benefits of HoloLens for their company noting that GE is "quite keen on" what Microsoft is doing mostly because of their advanced stage of development.

Immelt goes to give one scenario where via augmented reality you can "visualize and manage the human data interface" when doing repairs on power plants and more. Immelt suggests if you can reduce repairs by just ten percent because you get it right the first time "you could save 50 billion dollars."

"The industrial implications of this [HoloLens, AR] are going to be billions of dollars in productivity." - General Electric CEO Jeffrey Immelt

Compared to Pokémon's Go's estimated $1.7 million in revenue a day and you can see why a company like Microsoft sees the AR industrial applications as a little more attractive.

When Immelt is asked when he thinks widespread adoption of this AR technology will take place he was adamant "within 24 months" and reiterated that this shift is happening right now. However, he did joke with Nadella that the $3,000 cost of HoloLens needs to come down likely due to GE's 20,000 field engineers who may leverage the tech.

Daniel Rubino
Daniel Rubino

Daniel Rubino is the Executive Editor of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft here since 2007, back when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and arguing with people on the internet.

154 Comments
  • In technical view pokemon go would be great on hololense. Microsoft need to made hololense more cost freindly and available wordwide to make that true. Let's just hope that less live are lost due to pokemon go because of accident when this happen lol
  • Before that happens, Nintendo will make their own HoloLens like device specifically for playing Pokémon Go which will be much cheaper and more convenient than HoloLens. Then people will soon forget all about HoloLens and the "possibilities" it can offer.
  • Nintendo does not have the money, to make hololens
  • Im sure they do.
  • Sure they do. They literally have BILLIONS in the bank, in cash. They're one of the world's most solvent companies. In their whole history, it's really only been a few times that they've actively lost money on things. They're extremely smart about keeping their eye on profitability.
  • What are you smoking...its a well known fact Nintendo is the only manufacturer which turns a profit on its consoles from day one. It is also well known that Nintendo is sits on billions of dollars available to use. Which is why they have been able to take risks with stuff such as motion control amibos etc. Yes Nintendo is smaller than MS but dont underestimate how much money they are sitting on and what they are capable of.
  • He's smoking the microsoft gange!
  • make an ar device just for pokemon go ?? oh god people don't think anymore    
  • No, an AR device for all KINDS of games. They've been dabbling in AR for YEARS now.
  • Yes, GE and Japan Airlines will go for this mythical Nintendo holographic computer over the existing Microsoft one that is here today. Also, Nintendo will create an entire app ecosystem and developer tools to make industrial apps. And it can play Mario Kart! Comments here disappoint me sometimes.
  • Mario Kart! Now THAT would be fun!!
  • well imagine that every morning instead of the boring road to you work you're in a mario kart track. Insurance companies sure will love it
  • While I don't think Nintendo is interested in making a Hololens type device (it'd be overkill for games anyway), it's not outside the realm of reason that the NX will have AR capabilities to some degree. Hell, 3DS does, and that came out what, 5 years ago? And GPS is so dirt cheap these days that even $40 Android phones have it. Hell, for that matter, they could literally just customize Android for their hardware. Now, Mario Kart VR might me awesome. AR? Eh, I dunno.
  • They could just use Daydream. Posted via the Windows Central App for Android
  • I would so play Mario Kart on their hardware while I drive my car! So fun. Posted via Note 4/Nexus 7 (2013)/Lumia 1020/ Lumia 2520
  • Aaand, you're dead!!!
  • And dodging the issue of unavailability of certain widely-used apps on Windows Phone (like Pokemon Go). Microsoft definitely disappoints most of us most of the time.
  • It's like people have no vision anymore. Posted via the Windows Central App for Android.. But waiting for the HP Elite so I can get rid of this junkie Galaxy S5...
  • The corporate world can have the MS stuff.  thats all that  MS is worried about anyways!
  • Not Nintendo, but someone else will come along and make something better. Windows Holographic will collapse, Microsoft will retrech, Terry Myerson will announce that if you need AR then Windows Holographic isn't for you, and Windows Central users will spend the next 18 months talking about how they can't wait for "Surface Lens" to come out.
  • While I see your point, given this is what they've done on mobile, AR and HoloLens are a very different story. This is a category where they're pretty much leading the way forward, and it's others who will be using Microsoft's software and research to implement HoloLens type computers. Had someone else come up with it first, then I'd agree with you, but they didn't. This is MS's baby.
  • Yes please compare a scenario where MS entered the market years late to this one where MS is the pioneer. Great reasoning indeed (as always).
  • MS was pioneering also smartphones which are now dead.
  • Nobody says it CAN'T fail, but his reasoning made no sense. (by the way, look at netmarketshare : 3% and stable, they are not selling new phones but the platform is as alive, or dead if you want, as it has been for the last 3 years)
  • Q1 market share was 0.7% and Q2 likely less. Installed base will soon adjust. Also 90% of installed base is abandoned WP8.1.
  • I can't predict future but you should look at that site, looks like there's a solid 3% that will continue to use their lumias even if they don't but new ones. I agree it can't last forever, but it just have to last some more months, then by the end of the year we'll see if they start pushing mobile again or not.
  • Nintendo may have a capability, he problem lies with their financial investment which I don't they will going to have a struggle with R&D for mixed-reality device that's both cheap and super effective for consumers (get it? :p). If they can, it would be solely for gaming purposes within their ecosystem and it won't be as general purpose as HoloLens. HoloLens on the other hand indeed needs a low cost barrier for consumers and small business to be adopted. Hardware limitations like FoV has to be yet sorted out and battery. There is also another much difficult problem, it's the size which may have a technological limitations at the moment, we are still early stage of dedicated AR devices like HoloLens which is still yet to be ready for public that miniaturization is not yet there at least with current practical technologies we have. For now, the HoloLens is best suited for indoor or anything within the local area. It's already a mobile device (except the battery is still short), it just that there is still a social acceptance issue to be used on public, Google Glass failed to make that happen despite being miniature enough (aside from its limitations). This is a factor that we have still experimenting on. Maybe hopefully when any AR devices manage to resonate with mainstream consumers and thus more socially acceptable to be used on streets. Posted from alternate universe
  • Virtual Boy 2.0 now with 8-bit graphics and no tripod!
  • They should make a battery belt for Hololens. To extend battery life. It's a simple and portable solution for the battery life issues. Posted via the Windows Central App for Android
  • For all we know, the NX might very well be a hololens type device on some level. I don't think it'll be a whole headset, but I have a sneaking suspicion it'll entail some AR, which Nintendo's been dabbling in for years, and some GPS based functionality a la Pokemon Go. Can't wait to see what they unveil.
  • I think you forgot how well the VirtuaBoy went for Nintendo :) And they do have the money to do it but at this time i think they shouldn`t.
  • That's the problem: HoloLens is not going to be cheap enough for mass adoption for a very long time. Yes, it is a much better device for AR stuff, but this Pokemon Go craze should be worrisome for Microsoft, as it shows that a decent AR experience can already be had, right now, on far cheaper, far more portable devices: smartphones--a market Microsoft has about 1% of the share of. If the physical movie market is any indication (i.e. DVDs are still more popular than Blu Rays, despite being a two-decade-old technology, simply because they're cheaper and they're good enough), HoloLens may never become the "smartphone replacement" / "next step in mainstream computing" that Microsoft aficionados are hoping for.
  • This CEO doesn't care about WP
  • Nobody at MS does. Even the 'insider' lead uses iPhone.
  • I'm sure somewhere Joe Belfiore is playing Pokémon GO! on his iPhone
  • Seriously, who is going to walk around town with a $3k Hololens searching for Pokemon? It's popular on mobile for a reason. Nice attempt at looking at this in a positive way. Two thumbs up.
  • This is one of those things where Satya / Microsoft is just trying to display the intentions and future of Hololens. By that, I mean when it's a smaller more afforfable device --- it's no different than Minecraft, Projext XRAY or the NFL at Home Experience they've shown off. None of that stuff is intended to be available to consumers any time soon, it's strictly to build up (keep up) excitement for the device to attract developers and keep consumers interested. HoloLens is a long term project....
  • You don't really believe HoloLens is going to stay at $3k, do you? May I remind people what a laptop cost in the 1980's? In addition, Samsung, LG, Asus can all make 'holo' devices using Windows Holographic competing on features and price, making the "$3,000" thing literally pointless. Also, you clearly didn't read the article or listen to the interview because the real thrust of HoloLens is industrial usage, a point they make a few times in the interview. While it would be nice to have Pokemon on HoloLens, Nadella is clearly not aiming the device for that purpose. Please read or watch the material before commenting, it makes more sense.
  •     I actually read your little article and was commenting specifically about the comment about Hololens and Pokemon.  I didn't know I needed to comment about everything to appease you Windows Phone God.  I'm obviously talking about the here and now, but Daniel wants me to talk about a future Hololens that isn't out, along with a game that is out NOW. Because that makes so much sense. Let's play the pretend game.   
  • Actually Daniel was hoping that you not comment at all. I was too. I mean, if we had asked you what negative thoughts u had about the topic that would be a different story. The thing is, we didn't. Posted via the Windows Central App for Android
  • And who are you exactly?
  • A jamaican who is tired of hearing how much people hate companies. Can't we just discuss the issues like mature people? The Editors don't spend their time writing these articles for folks to come and comment about farfetched tales mixed with a little fact and fiction. For all the folks who don't like Microsoft, do the windows community a favor and bring your yapping somewhere else. Posted via the Windows Central App for Android
  • But I dont understand why Satay Nutella is so scared of the consumer segment. He might have the brain but he has no balls to face that market head on.
  • Why would Samsung use Windows Holographic when they already have their own VR platform and hardware? Do you really think those companies are going to use Microsoft's platform when they will be able to just make their phones Daydream compatible in a couple months? Posted via the Windows Central App for Android
  • They start with the Industrial/Enterprise settings first, because there is actually a good use case for the device to be cost effective. They don't have the ecosystem for consumer adoption just yet.
    But when the device/platform gains adoption in corporations, with tech enthusiast and developers making UWA's they can slowly push it out to consumer markets. And when they do, devices form their OEMs are the one's that are going to lead the storm, not so much Hololens. Hololens is a device to showcase the possibilities of Windows Holographic (and Microsoft's vision for it) and something OEMs can aspire to and to form a foundation for them to build on. These are exciting times. But Hololens like devices would have to drop below €1000,- before I would be personally inclined to buy one. Posted via the Windows Central App for Android
  • Hololens needs a breakthrough in battery technology to make it feasible to take it with you. What is the battery life of hololens now? 2-3 hours, ridiculous.
  • Don't get so angry, you suspicious Microsoft defender everywhere ppl are telling the sad truth. It's good to defend the cause (and the bank) but hey..
  • Exactly well put, and to go along with what you said, the cost of technology eventually comes down. I remember my first laptop in 1995, kit was a 486 w/20GB hard drive, which I financed for $2800. Imagine that!
  • If you put the same energy for Snapchat...
  • Bocanada❗
  • Yes, "energy" is what is missing from the Snapchat puzzle.
  • If GoogleGlass costing $1500 failed as a consumer product, so will HoloLens costing twice as much. Thing is, I don't believe Microsoft is even concerned about making HoloLens a consumer device. They'll most likely aim it at enterprise because there it makes sense. It can help industries. But no one would want to look like an idiot, going around the street with a HoloLens on their head.   Yes, Pokémon Go would be cool in AR if the headset was something inconspicuous or extremely cool to wear (like the scouters from DragonBall). But as long as AR headsets are weid ugly contraptions like GoogleGlass or the HoloLens, no one will be using them outside the walls of their home. Which defeats the purpose of Pokémon Go right off the bat.
  • Hololens is not a consumer product as of yet
  • No sh*t, Sherlock...
  • who ever said Hololens was to be worn outside on the street, no one. people who have mone and are willing to shell out 3k will buy. i myself if i had the money would definitely make a purchase, you have to remember its still relatively new and can possibly become a consumer product in the future. for you to compare this to google glass either maek a MS hater or a person who has no vision. think outside the box and you will see the potential and wo says it can get smaller, maybe not right now but can be. the future, think out the box
  • who ever said Hololens was to be worn outside on the street, no one.   You still don't know how Pokémon Go works? Because if you did, you'd know the only way it would ever reach the HoloLens would be if people were to use HoloLens OUTSIDE.   And yes, I can compare this to GoogleGlass perfectly. Both offer AR experiences. The HoloLens simply doesn't restrict it to one eye and gives you the ability to interact with the objects you're seeing. I don't need to "think outside the box". Perhaps you should be the one trying to put aside the "Google hate". And you'd see nothing prevents Google to reash the Glass project and offer something quite similar to HoloLens. As for "it can get smaller"...yes. YEARS from now. When you manage to miniaturize every single component on the HoloLens. Currently and in the near future, it's not possible to make it. As for "the future"...yeah, I think VR will have more of a future than these AR headsets. Because VR can create an ecosystem of devices around it. you'll be able to create VR experiences yourself with a simple autonomous camera (and soon, I bet, with a smartphone camera) and share it. You will not be able to create AR experiences yourself (unless you're a developer with expertise to do it).
  • What are you trying to say with that last part? VR > AR? how? AR can do everything VR can, and then some, as far as I know. It can emulate VR perfectly, while VR can't do the same of AR. The applications that we see Hololens being used for will remain practical applications for AR years from now, because the jobs that benefit from it aren't going away. At the same time, VR wouldn't be able to emulate these without becoming AR itself. To the rest of this comment section, remember Sony PS Vita? It had AR as a selling point, and was one of the reasons I got one for myself. Unfortunately, back then, the computing capabilities of that device were too weak for perfect frame rates or realistic interactions like we see in modern AR devices. What's more, Sony misjudged the market trends and discontinued the device. Now imagine if this AR/VR craze started back then? We'd be enjoying Pokemon Go on a Nintendo Handheld Console more suited for it instead of this nonsense that we did eventually get..
  • You cannot compare HoloLens with Google Glass. Glass has a limitation to one eye, small display, it can display pictures and graphics, but it cannot do what HoloLens can, it cannot display holograms superimposed onto real life object. That is a difference the size of a canyon... HoloLens is a pioneer device. Human/machine interaction is heading into mobile/wearable area where poking fingers at virtual buttons on a screen a several years from now will be as much of a throwback as me using an old typewriter today. HoloLens will get cheaper, will get smaller, will get more refined. Just a matter of time an a couple iterations. 
  • I can. They're both AR devices. Just because the approach is different, it doesn't mean they're that different at its core. The big innovation of HoloLens is that you can interact with what you see in front of you.
  • HoloLens and Glass are not the same at their core. Glass is a glorified smartwatch - a wirelessly tethered second screen device to mirror and handle phone notifications. HoloLens, on the other hand, is a self-container entity designed to give the user a new way to interact with the environment and computing simultaneously.
  • Also that it Hololens is capable of actually emulating VR, which Glass wasn't.
  • You must really not know the difference between AR and MR. Posted via the Windows Central App for Android
  • The development kits cost that much because they are being built in very small quantities. That kind of manufacturing is crazy expensive. Once they are mass produced, the cost comes down dramatically.
  • Once they are mass produced, the cost comes down dramatically.   That's the theory. However, Microsoft might not want to actually reduce the price. And if the HoloLens becomes a Hero Device like the Surface line, then it will sure as hell not get a price reduction.
  • HoloLens is not at the Surface stage of development. They are in a prototype stage as of yet and the prices for such custom computing are high. The consumer version IMO will likely be around $800. Definitely not $3000.
  • In the former case, it would only happen if the 3K price tag didn't stop it from selling like hotcakes. In the latter, that's actually good for us consumers because that can only happen when other companies produce holographic devices. ;)
  • Please stop your rambling... you are like a dog cartoon... "Blah blah rover, blah blah rover.." NO ONE CARES what you to say, what you think and certainly not what stupid Android phone you use...
  • Not to mention poor battery life and lack of cellular connectivity and GPS.
  • And if it were regular Pokémon then what? Basically all Pokémon fans not playing the game which is a lot of them don't play because of the Go aspect. Posted via the Windows Central App for Android
  • Wake up one day and SURPRISE!! hololens is on your face, oh wait, no that's windows 10 on your computer.
  • Looking forward to Mario World on HoloLens, can't wait to see people jumping up on the sidewalk for no reason
  • Yeah! Wouldn't it be awesome watching a guy running down the street, screaming, claiming that the mailman behind him was a Koopa, while another guy is beating the living bejesus out of his neighbor swearing that he thought he was Bowser?
  • Microsoft doesn't have to bring down the cost of the HoloLens. They've opened up the technology to their partners, so other companies can release more budget oriented devices. They can keep the HoloLens as a premium device, ala the Surface line.
  • This is a good point that is always missed by people here.
  • I think it will come down some, as it matures, but probably not enough to make it a viable option for the mainstream consumer.
  • Why not?
  • Because all signs point to them going after the industrial market. With them opening up the tech to their partners, it only reinforces that likelihood. They're not going to compete with their own partners in the low end marketplace.
  • I was really sold on HoloLens concept ever since the Minecraft demo. All other demos with Skype, teaching, engineering or movies on the wall were great, but the Minecraft one knocked the wind out of me.
  • Edit: Misspelled word The current cost is seriously expensive even a person who can afford it (unless you're that rich you can burn money that easily), even some small and medium business would find this rather have high-cost barrier to adopt. They still have to reduce the cost, it doesn't have to be that cheap but it shouldn't cost several thousand bucks. Not to mention that this would even cost way higher on other countries, affecting it's accessibility to be adopted to more markets.
    Being a premium device doesn't mean to be have a too high barrier cost. Especially if MS wants HoloLens to be ever adopted to wider audience outside Enterprises.
    So yeah, the cost has to be reduced and that's normal. For now it only cost this much because it wasn't meant to be a public and its pretty much a development kit. Consider it as a polished Prototype. Posted from alternate universe
  • I couldn't help but notice:
    They still have to reduce the cost, it doesn't have to be that cheap but it should cost several thousand bucks.
     
  • Lol. Sorry, the prediction didn't seem to work well at times. Thanks for pointing that about. I just edited the post to correct that.
  • LOL...the same OEM that didn't come to Windows Phone even when they removed features like the camera button and began building phones with On Screen buttons just like Android.... LOL
  • I take it there is no response from Nintendo on whether or not Pokémon Go is being ported to Windows Mobile?
    Nadella's passing mention of the game also makes it clear that its not in the works.
    Another app, another opportunity missed. The shrinkage continues.
  • I swear, its like Nadella hasn't been told Microsoft makes mobile phones or a competing mobile OS. Maybe he thinks he cancelled all that, or maybe he did and we're the ones delusional. :)
  • Hmm
  • Legit question: Say Windows Phone made up 5-10% of smartphone market. Do you really think a company that is funded by Nintendo and Google would put their game on a Microsoft Lumia?
  • Niantic is an independent company as of 2015. Google doesn't control them. Regardless, Niantic is merely the company contracted to make the game. The Pokemon Company is the one that owns the license and dictates the terms of the contract. So the question should be weather The Pokemon Compnay would put their game on a Microsoft Lumia. Considering they are owned by three entities--Nintendo (33%), Game Freak (33%), and Creatures (34%, plurality share)--the possibility, while still small, is not as small as how you originaly proposed it.
  • It's smaller than you claim though. If this were a Pokémon AR games instead of Pokémon Go, then it would increase the likelihood dramatically because of UWP. But as of now the actual app they produced only would work on the phone side. And unfortunately W10m is too small a base for them to concentrate on when they still have lots of work to do on the app they released. WP is very small and W10m is even smaller. But yes there is a non zero chance you'll see it one day. This year... Yeah right. Posted via the Windows Central App for Android
  • They kept saying the 'magic number' for Windows Phone app support was double digits or 10+%, but honestly everyone was guessing. Windows Phone was growing when Nadella took over, but would have needed to continue to invest billions in order to continue to grow. I hear they were losing 1-2 billion a year to get to the 5-10% they were at. However, they just spent 26.2B on linkedIn. If that 26.2B could get you to 20+% in mobile (like Apple) or buy LinkedIn, which would you bet on moving into the future? Which is more likely to get people (especially young to out) using your mail service, search service, map service, etc, etc, etc. LinkedIn data is nice, but kids today are committing to the ecosystems of their first phone. Those are likely to be customers for life. Nadella decided to cut the losses on mobile, stop investing, and let Microsoft drift away from technology and platforms young people are embedding in their lives. Instead, he chose to spend 26.2B to get your employment history. Interesting, and valuable, but probably not nearly worth 20% of the mobile OS and platform market.
  • If you should add up the amount of money that Microsoft spent on Windows phone, trying to make something out of it, I think the LinkedIn Aquisition would be significantly less. U think we should wait and observe before we pass judgments. We get caught up in predicting business strategies too much. Remember the iPhone? Steve Balmer had very good reasons why it wouldn't sell. He'll, maybe he right for about six months, but watta ya know, he was wrong. Let's just be patient and wait and see. After all, no amount of negative comments will undo that LinkedIn purchase. Posted via the Windows Central App for Android
  • If WP was growing and getting more popular,  and if microsoft actually gave 2 you know whats about it,  I would be sitting here with an XL, normal 950,  a new surface book etc.   but they BAILED on the consumer market.   So right now I am setting here with my new iphones, ipad, macbook and monitor.   and could not be happier to have a companies products that support the CONSUMER.   For 90% of the people here,  They could care less what microsoft is doing in the corporate world.  ME either.  because 1.  I am a consumer,  and want the products that work for consumers and 2.  The corporate world does not want NEW technology....They want to send emails, and documents easy.  besides "technical corporate" companies,   but 80 percent of the Corporate world is well served with a friggin chromebook.  NUTELLA is off his rocker.  He is focusing on the wrong side of the coin imo.  Apple as mainly a consumer device and product company is worth more than microsoft which has focus on both sides of the coin in the past.  MS's profits are up now because they charge for every service,  and cut out all free services that were already developed etc.   So yes they are making more money but loosing more customers to other companies in the consumer side of the coin like google and the chromebook and apple and their consumer driven ecosystem.  Both of which are more profitable than MS at this time.
  • So is the strategy now one of complacency? Not even a PR statement of, "we are exploring it"? It certainly won't boost Windows Mobile sales. I just really get the feeling that Nadella is winding down on the mobile phone sector. From a business perspective I can see why MS would head in that direction. Doesn't salve the wound though.
  • Or he has better visibility into the situation than any of you armchair CEOs has, realizes what a losing venture phones have been for the company, and is instead focusing their efforts on their strengths.
  • I don't think MS makes mobile phones anymore.
  • Nintendo may not want to release an app on UWP at all, given the fact that it may compete with their consoles, if the true UWP app worked on XBOX and PC. This is not a lost opportunity for us on W10. It simply wasn't meant to be.  
  • Even being a UWA, they're not obliged to release it on Xbox and PC. After all this is a mobile AR game, it's not designed to be played on stationary devices like Xbox and Desktop PC, heck not even for laptops. Tablets, yes, especially when it has it's got its own cellular radio. Posted from alternate universe
  • Ehm. I dont think anyone is asking for a UWP app. Most are asking for a mobile app. Most likely a port.
  • Nadella is strictly business minded, yet he doesn't understand that each of the people he views as consumers only and ignores our please for certain apps (games) are the same people he's trying to put in a separate category. Long story short, business and consumers are the same people! To pretend that business use don't want popular game apps on their phones is suicide!
  • Re: OMG55,
    "To pretend that business users don't want popular game apps on their phones is suicide!"
    Very good point to think about.
  • Shrinkage... are you in cold water?
  • Imo, I think the importance is that the general public has a peaked interest in AR. It give people something they can relate too as well.
    Instead of holding a Pokémon in my hand, what if I was holding digital blue prints or a model of what I am working on.
  • Hololense would be useful in augmented reality scenarios that required use of both hands
  • I see where you're going.
  • "think about what that game on HoloLens would mean..." How about the mobile OS you gutted let's think about that.  
  • Exactly what I was saying...this clown was allowed to play the shell game again and completely answer a question he wasn't asked instead of answering the real question he was asked.
  • While I couldn't give a crap about this game, in the end the clown heading this ship dodge the real question he was asked again....which is what he is going to do to make Microsoft relevant to these developers. Time for this lame suck ass hat to go.
  • It's becoming even more apparent that Nadella has no interest in the consumer mobile market.
  • Nobody is going to buy a 3k device when their IOS or Android device can do the same thing for much less. He should go back to his iPhone pro and shut his mouth. Totally delusional CEO. Your mobile OS is geared for business, remember? Pathetic
  • Um, he didn't say you should buy HoloLens to play games. Quite the opposite of the message here. Once again, someone who did not read the article/watch the interview.
  • I don't care about Pokémon go not Hololens because nothing is available in India :(
  • Hopefully since this is above Spencer and Nadella grasps its impact maybe they'll bring more resources to get it on Windows 10 Mobile. Maybe not straight up financial incentives (I think MS is done playing that loser game) but show the devs how easy it would be to port it.
  • Pokémon go on hololens?
  • This AR on the phone has nothing to do with HoloLens which is mixed reality, let's you use both hands, and you can see what's around you in the most natural way. I don't give a fart for VR and AR, because both shield your view from reality, which is being done since people are happy to be turned into consumbies just because it's mainstream! *puke*
  • Hipster spotted! I listened to Arcade Fire before you did. *slams pbr*.. *peels out on fixie*
  • Come again?
  • If I was interested in Pokemon at all I would have switched to an iPhone instantly. I'm THAT close to leaving Windows Phone behind for something far far superior
  • Who the hell cares about Pokémon Go? We want Lynda.com as part of Office 365!
  • I've been a Windows Phone user since 2013, and now I'm seeing that Microsoft's mobile division is going downhill FOR SURE. Phones and even Surfaces are excellent in terms of hardware, but it's the apps and the software that hamper their growth. Even Windows 10 is still buggy (counting on my experience on Surface 3). I'll be replacing my already defective, two-and-a-half-year-old Nokia Lumia 1520 with an 830, and if Microsoft screws again big time, I'll definitely be using an Android after my 830 becomes unusable.
  • So now the only thing windows users have is dream of imaginary hardware, HoloLens Next, that is cheap enough to get consumer traction and efficient enough to have proper battery life and having GPS and cellular connectivity and being something that people would wear publicly while enjoying outdoors. Then still missing is that imaginary Nintendo game that Nintendo would provide for Microsoft. A bit far fetched I would say.
  • Why anyone didn't ask " Will you want/work to Pokemon GO for Windows Mobile, will you do something about that"
  • They don't know that Windows Mobile exists. Or used to exist.
  • Pokemon Go hit Microsoft in the crotch.
  • No, it hit their fans in the crotch.
  • Honestly, Pokemon Go on Windows is besides the point; it's designed to be a mobile only game, that requires a cellular connection, a rear facing camera, and ties into your devices' GPS, so it's not meant for desktop/laptop or Windows tablets like Surface (i.e. UWP), so it's never going to be a thing on Windows. It's pretty clear that in the near future, say the next five or so years, Hololens is likely going to be an enterprise/industrial tool.   It may filter down to the consumer eventually, but the lack of consumer take up of something like Google Glass, doesn't bode well.  As long as headgear is required to walk around with, it'll never take off with consumers, or at least, not until it shrinks down to a contact lens in Twenty years.
  • Now if Microsoft is smart, they will make a deal with Konami and already make Yu-Gi-Oh! game for HoloLens. Then we see Nintendo and their pokemons. Seriously, they miss this opportunity, they miss it all. Noone cares if they are pioneers of AR (which is also not true, becase AR was there long before MS made HoloLens in the form of some indie lab experiments, and also I don't see any HoloLenses anywhere now, so basically it's like they don't exist), what Microsoft did with HoloLens is putting their lab experiment with a flashy package and put it in promos, but it's still a lab project. It doesn't count. At this point Nintendo won and MS lost again (the game they "pioneered"), just like in mobile. Microsoft has fights on almost every technological front, yet they don't have the better product on any single of those fronts. In every IT category there is a product better in terms of technology and implementation (not marketing) than Microsoft's. Yu-Gi-Oh! is their only chance here. Good luck, MS, but looks like you're out of the party once again.
  • I agree with you pal
  • Imho, hololens is dead
  • So, the whole part about GE buying into HoloLens and using it for thousands of engineers and potentially saving billions starting in 24 months vs. your "imo HoloLens is dead" is what?
  • for the reason you have mentioned, Daniel. HoloLens is an awesome piece of technology, no doubt, and thousands of engineers and professionals will hopefully use it. But what about the rest of the world? This stupid Pokemon thing showed us that all we need - or will need in near future - for AR gaming or AR whatever is just a solid phone.
  • Man, do not argue with Daniel guy. As long as Microsoft "say" you don't need a solid phone, he does too
  • "starting in 24" this is plain hilarious
  • Why do you guys keep talking Windows Mobile OS when we all know Windows 10 is what will be in MS mobile "phones" in the very near future.   The big question is why Pokemon Go isn't on Windows 10, not Windows Phone. There are a lot of people out there with windows tablets, surfaces and other smaller more "mobile" devices that could be playing this game and generating revenue.   That fact that they ignored windows all together is much more worrisome than why it isn't on Windows Mobile.
  • There are not many people with Windows 10 that could be playing. It requires GPS and a mobile connection. There are very few Windows 10 devices with those abilities. Windows 10 is a business platform. If you keep expecting it to suddenly become a consumer platform, you will be constantly disappointed. In five years there will be very few Windows 10 consumer sales. Posted via the Windows Central App for Android
  • Windows 10 is 100% a consumer platform, you're talking nonsense. Pokemon Go also does not require a mobile connection, wifi is fine so you're talking nonsense there too, and pretty much every Win10 tablet on the market has GPS even my $80 HP Stream, so what are you saying again? Oh ya nonsense.
  • I was playing last night and didn't have Wifi at all as I walked around to each of the spots. I guess you could sit in your house or buy a hotspot though. Even if you counted all WIndows 10 tablets, it still wouldn't be very many people. Obviously not enough for developers to care. In a few years Windows 10 will be a enterprise only platform. Microsoft is going the way of IBM. The reasons for consumers to buy their products are constantly shrinking. Windows now has less than 20% of the smart device market. Even Apple outsells all Windows devices. Each of Microsoft's markets are shrinking and it is only a matter of time before they become a niche product. They are already entering that area.
  • Wifi is fine? So you plan to walk around the city hooking to Wifi networks that are totally all free and catch Pokemons that are exactly there, while your 3G/LTE friends walk like bosses everywhere and just play? Good luck m8
  • I don't plan on walking around looking for pokemon AT ALL. But I might play some if I'm out at lunch or at the park. I mean as a full-time worker I spend 90% of my day in wifi areas so it's not that big of deal.
  • Yes, that is the usual vindication of every Windows OS mobile user. "I am a serious guy that have a job and a full time worker so I don't need apps or childish stuff like Pokemon Go". So you're telling me that you'll play Go during your lunch time. Tell me more how you will be competitive around your iPhone and Android friends that maybe have another attitude (and also jobs) and are light years ahead in the game.. because you know games are a competitive paradigm. Keep it up man.
  • This game is a phone game. What exactly can't you understand? Noone in the planet Earth would ever roam carrying his tablet, laptop, or desktop machine in his pocket, because it is ridiculous. Noone on this mother of Earth would ever go to a club, using Tinder or other dating app, or social or mobile phone app, carrying his tablet, laptop, deskop. People use PHONES. MOBILE PHONES. SMALL 4-5 inch MOBILE DEVICES. PHONES. Windows 10 Mobile, Windows Phone or whatever the hell you call it has insignificant marketshare, for any developer to consider making any efforts, because there is not profit in this platform. This is what it makes is dead. UWP is horse sh*t, because it makes sense when an app is on various screen factors, yet all the mobile versions of Windows are dead. Yes they are dead. Noone cares, except few fanatic users. Maybe some millions, but the % is unsignificant. Get over it and switch already. We don't have apps, and we will never have apps on our MOBILE POCKET PHONES, because the good quality interesting and cool apps are MOBILE PHONE apps that make 0 sense on tablets and above and will never be UWP'd, so they will never be available on Windows mobile editions. Is it that hard to understand? Now let's see how the paid Daniel Rubino guy will slam me with some Microsoft defending comment, pulled out of space. It's a fact. Its physics. UWP is marketing bullsh*t. It makes 0 sense for anyone to make an app UWP when the mobile platform of the OS has 0 share. Windows mobile users are getting so pathetic begging for apps with petitions and forums and stuff. It's so disgusting.
  • You're pretty uninformed. Lots of people use tablets, lots of people walk around with tablets or go to cafes or to a park and use a tablet to read, search the web or chat with friends, just like a mobile phone. The fact that Windows 10 is a unified OS that can span platforms is what will keep it relevent even if you REALLY really want it to die it's not going to. Why are you even on this site? I'm baffled. Everything you said is fanatical craziness, like a dude in central park ranting about the end of the world.... I was not talking about Windows Mobile in the first place, we all know it's dead and Win10 will be taking it's place on a small screen. It doesn't have to sell as much as iphone or Android to be relevant.
  • "Windows 10 Mobile, Windows Phone or whatever the hell you call it" did you even read my post? All mobile versions of Windows do not matter. 0% share. And noone is walking by with his tablet. If they do, it's in their backpacks, not in their hands constantly, while walking. 1. it will look ridiculous, 2. its inefficient. Also I can be on whatever web site I want, and talk whatever I want, can't I?
  • stop talking about phones. windows 10 in tablets has a decent share and people most certainly do use tablets outside and around the city. This game works just as well when you're relaxing with your tablet out in the city as it does if you're walking somewhere. Just because you don't use a tablet outside the home does not mean no one does, it just means you don't. walking around with a 7 inch tablets do not look rediculous either, man you're judgy.
  • No. First - tablet usage is shrinking. Second - iPad is the dominant tablet, and right after that is Android tablets. Windows 10 tablets are not even a thing anywhere in the world. Stop talking irrelevant things. Noone is using Windows 10 tablets, and noone is using the tablet mode on Windows 10 on their tablets => noone is using Windows 10 UWP apps. And 7 inch tablet for outside is OK, but its not a mobile device like the phone IN YOUR POCKET, that you can certainly use more for MOBILE games like Pokemon Go, where you need to be quick and effective.
  • Did you just type "its physics.." That is the dumbest thing I have ever read... explain to me how phone apps are related in ANY WAY to physics... LOVE to hear this!!!
  • Everything you can imagine is physics.
  • This is why I love Nintendo, every now and then they do something different that actually works, hoorah for the underdog, take that Sony and MS!
  • Ahem https://www.youtube.com/watch?v=YC2hPAE0o6o
  • Seriously it should, that price.... It gives me the chills
  • This has nothing to do with it being an AR experience. It's simply the fact that people are for unknown reasons addicted to Pokemon, which in itself is unbelievably stupid.
  • What happened to illumiroom? AR on Xbox with the use of the Kinect..
  • Well since Kinect is dead we can assume Illumiroom is, too.
  • And why are we being left out in the dust???? hrmmm....
     
  • The one good question that didn't get asked...Why isn't Pokemon Go on the Windows Phone platform?
  • Pokemon go would be so cool on the hololens, not to mention that they made hand held triggers right which means theres a way to eaily catch pokemon -using the trigger in a way as a hand- talk about awesome! The only thing im concerned about is the cost which is probably what everyone else if thinking about.... Other than that.....  IT WOULD BE SO COOL