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Perfect (Windows) 10 Part II: Microsoft's mastermind CEO Satya Nadella & value phones

From claims of its imminent demise to reports of a new lease on life by way of what's reported as a new slimmed and trimmed mobile approach. Yeah, it's been a rocky ride. Well, unless you refused to believe the hype that is.

For those of you who did believe the hype and think that Microsoft's CEO Satya Nadella actually changed Microsoft's mobile strategy when he wrote down the Nokia purchase, brought an end to the low-end deluge and recently "announced" a focused portfolio of first-party value, business, and flagship phones – please think again.

Everything he announced this year as an operational change (to calm analysts, journalists, investors, enthusiasts and the like) he actually told us about in his 7/10/2014 "Bold Ambition and Core" vision-setting memo. We began this analysis in "Perfect 10 Part I: The Nokia write-down was on the wall". We will continue with an analysis of the low-end strategy and the value phone segment of the "new" streamlined phone portfolio.

Before we dive in let's revisit the type of leader we believe Satya Nadella to be.

Satya Nadella

Satya Nadella (Image credit: Windows Central)

Mastermind

In Part I, I surmised that Nadella is a 'mastermind'. Not the sadistic strategist that orchestrates tragedy in search of purpose.

No, I'm thinking of one of the 16 Meyers-Briggs personality types. Of those 16 types, Nadella seems to possess the qualities of the INTJ (Mastermind). He is a decisive visionary who perceives the big picture and the myriad components that comprise it. He is the chess player that sees the entire board and plans several moves ahead leaving others distracted by the most recent and most imminent of moves. As in part one, here's an excerpt describing the mastermind personality type (INTJ-Introvert, Intuitive, Thinking, Judging):

"INTJs (Masterminds) are defined by their tendency to move through life as though it were a giant chess board, pieces constantly shifting with consideration and intelligence, always assessing new tactics, strategies and contingency plans, constantly outmaneuvering their peers in order to maintain control of a situation while maximizing their freedom to move about."

Yeah, as before, that sounds like Nadella to me.

Puppeteer

June 30, 2015, marked the end of Microsoft's FY15. As noted in Part I, Nadella foreshadowed drastic changes with a "nothing is off the table" statement in his 7/10/14 "Bold Ambitions and Our Core" memo. Combined with other statements, we saw that Nadella's long term vision called for major shifts timed for the beginning of FY16 (July 2015), in the short term. So how would he facilitate his vision when the time came to execute? Well…

Several weeks ago, the internet exploded with posts about the death of Windows Phone after Nadella purposefully hinted at "tough choices" in a well-timed June 25th, 2015, FY15 ending memo. In an apparent clarifying response to the chaos his words induced, 13 days later, Nadella released yet another memo into the apocalyptic maelstrom that had previously been the blogosphere. Now at the beginning of Microsoft's FY16, the companies CEO had the industries full attention.

In this July 8th, 2015 memo Nadella spoke candidly of the Nokia write-down layoffs, a cessation of the low-end blitz and focus on value, business, and flagship first-party phones. The Internet breathed a sigh of relief. Writers who had cried aloud and spared little days earlier as they scrambled to be first to proclaim Windows Phones death now sought to be first to speak life into the platform.

Had the world remembered Nadella's July 10, 2014 "Bold Ambition and Our Core" memo, readers could have been spared that disorienting see-saw of reporting and analysis. Why? Well, because as I shared earlier, Nadella in his June 25th, 2015 and July 8th, 2015 memos hasn't told us anything different than what he shared on 7/10/2014.

Nadella simply used the platforms of

  • well-timed memos (end of FY15), 6/25/15 and 7/8/15,
  • an exclusive interview with a highly respected Microsoft watcher–7/14/15,
  • and a 7/22/15 earnings call

To repeat and subtly reintroduce predetermined short-term objectives of his larger goal. For those who had forgotten what Nadella shared on 7/10/14, the timing of these repeated statements sounded like news and a reassuring shift in strategy.

I believe they were, however, Nadella's way to execute on short-term objectives timed for the end of FY15 (6/30/15). His well-orchestrated communications were his way to mitigate the fallout. Mastermind.

"…maintain control of a situation while maximizing their freedom to move about."

Here, let me show you what I mean.

Low-end blitz; it's about Windows 10

Nadella's low-end strategy is no secret to any industry watcher. The mere thought of a Windows Phone conjures images of 5xx, 6xx and 7xx series Lumias. Low-end Windows Phones are so prolific that I posed a question, "Are Low-End Windows Phones hurting Microsoft's Smartphone brand?" Many of you answered with a resounding, "Yes!"

We then revisited Microsoft's low-end strategy in "Seeds of Success" to take a deeper look at what their actual goals might be with the low-end approach.

Here's what Nadella said in his 7/10/14 "Bold Ambition and Our Core" memo regarding the low-end strategy. Careful parsing of the words clearly reveal that it was always a short term strategy with a definitive end.

"We will be particularly focused on making the market for Windows Phone. In the near term, we plan to drive Windows Phone volume by targeting the more affordable smartphone segments, which are the fastest growing segments of the market, with Lumia."

Note two important points from this statement:

  • "In the near term"
  • "Drive… volume… affordable segments"

Nadella's long-term goal was to have as many Windows 10 compatible devices in the hands of as many users as possible in time for the launch of the new mobile platform in the second quarter of FY16 (Oct –Dec). The launch of the platform was about 15 months away at the time of his statement. So in order to create that broad base of users, "in the near term"(FY15), Nadella focused Microsoft's efforts on "driving Windows Phones volume" with devices that would be upgradable to the new OS.

The low-end strategy was very much about Windows 10. Windows 10 Mobile was just a few months away at the time of Nadella's recent pronouncement that the low-end push would be coming to an end. As a result, we can clearly see how the strategy fit within Nadella's "near term" goals.

Blitzing the market with low-end devices was a short-term investment to get Microsoft's new unified OS and ecosystem across as wide a breadth as possible. Planting a wide array of Windows 10 compatible smartphones provides a market footprint from which to demonstrate to users and OEMs the value of the Windows 10 Mobile platform.

Imagine how few Windows 10 phones would be in use after Window 10 Mobile launches if Nadella had not driven Windows Phone volume in the near term.

Invested

During a 7/22/15 earning's call marking the beginning of FY16, Keith Weiss of Morgan Stanley asked Nadella the following regarding Microsoft's phone strategy.

"… I wanted to drill into sort of the new strategy around the phone business a little bit… Can you give us a sense of how you see that business trending over a longer period of time because there is a significant restructuring going on?"

I've bulleted Nadella's response concerning the value smartphone segment for easy dissection:

"And in the value of smartphone, that's the place I want us to be

  • much more efficient.
  • We clearly have some value to add there because of the uniqueness of Office and Skype and our services
  • we want to be smart about how many of these phones do we want to generate?
  • How many -- which price points we want to participate?
  • That's where you will see the most significant operational changes from how we operated last year to the coming year."

Note Nadella's ability to control the situation. Clearly, investors are concerned about Microsoft's mobile phone direction. As mentioned above, Nadella fully intended to flood the market with low-end devices for a definitive length of time – FY15 ('near term"). And for a definite purpose.

His "restructuring" to "be more efficient" through ending the low-end deluge – was always part of his vision timed for the beginning of FY16. But for those who forgot that in 2014 he said he would do this, it would appear to be a satisfying course correction rather than a continuance of an established vision. Mastermind

Value proposition

Of the platforms (memo's/earning's call) Nadella used to help re-communicate his vision and manage reactions to the execution of short-term objectives, the exclusive interview with respected industry watcher Mary Jo Foley was likely the most impactful for enthusiasts.

During that 7/14/15 interview, he stated the following when Mary Jo asked him about smartphones:

For the value smartphone segment, I want to focus on where we can put Office and our communications and Skype, so it's more like a Skype and Office phone for the first time smartphone buyer.

Follow me now. That statement was made within the context that one, the end of the low-end blitz was a new and unforeseen shift which subsequently led to a more focused strategy. Which we have established was not the case. The bigger point is this. Though not explicitly stated, it seems that Nadella wants the interviewer and thousands of readers to expect that there will be a new strategy to focus Office, communications and Skype on value smartphones.

Uh, wait a minute.

On 7/10/14 Nadella said this:

Microsoft will push into all corners of the globe to empower every individual as a dual user. We will think of every user as a potential "dual user" — people who will use technology for their work or school and also deeply use it in their personal digital life. They strive to get stuff done with technology, demanding new cloud-powered applications, extensively using time and calendar management, advanced expression, collaboration, meeting, search and research services, all with better security and privacy control.

Comparing Nadella's 7/10/14 and 7/14/15 statements, one can easily see the parallels. There is not a shift in strategy, objective nor focus. The value segment which was used to "push into all corners of the globe" has always had a Skype (collaboration and meeting) and Office (cloud-powered applications) focus. Always.

Big Picture

Finally, let's remain focused on the big picture lest we get distracted by the most recent and most imminent of moves. It would be easy to be snared by the flare of reactive posts and forget that Nadella gave an overview of his vision on 7/10/14. The Nokia write-down, the short-term nature of the low-end blitz strategy and the goals of the value, business and flagship smartphones are all there.

As the Nokia write-down was decided on and foreshadowed in his 7/10/14 memo, and was not a decision reached only after the events of FY15's second half as recent SEC filings claim(as shared in Part I), the "new" strategies for Microsoft's mobile phone portfolio are not new at all.

As with the Nokia write-down, Nadella has used recent communications to say the same things he said a year ago.

But when re-stated within certain contexts and to those who may have forgotten, they seem to be beneficial and reactive course corrections. Corrections that investors and analysts like to hear rather than the execution of the short-term objectives of an unchanged long-term vision they actually are. I think Nadella counted on that. He's a mastermind.

"constantly outmaneuvering their peers in order to maintain control of a situation"

Part I: The Nokia write-down was on the wall

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!

117 Comments
  • Actually what phone is this guy using as a daily drive
  • Nokia 1100.
  • I think he revealed it in an interview on The Verge to be a Lumia 830. At least that's the one he was using at that moment.
  • It's a Lumia 830...told Mary J during the interview...heard it on windows weekly...
  • Nope..He has a walkie talkie..
  • 3315 is the best
  • Sources indicate that he uses an iPhone 6 as his daily driver but keeps a ICON with him for show.
  • Nadella has a Lumia 830. Go check interview MJF.
  • Nadella has a Lumia 830. 
  • 2nd comment!
  • I mean it's weird to see people still indulge in this game of 1st and 2nd comment after so long on window central..you are a rare breed my friend :D
  • Big Deal!!
  • Congrats..
  • The kind of features that Lumia 535 and 540 offers for such a low price, I wonder if Microsoft is doing CHARITY!
  • Well they are largely replacing series 30 in most markets & good luck getting wm10 with these low spec devices
  • He is probably using an iphone
  • No, both the writer and Nadella use a windows phone.
  • What's this, Nadella's promotion? Praising like he is the smartest one on planet? Don't want to be rude, but do you guys masterbate on this? Man, praising one CEO like he is God... This is ridiculous.
  • Well he did do the decision making. And yes cause of him Microsoft is functioning.
  • Wasn't MS making record profits even during the end of Balmer's era (even with W8 & WP & Surface -fiascos)?
  • I don't want to be rude, but do you have green skin and live under a bridge?
  • No, my skin is purple.
  • Hey...did you see that movie...mmm...what was its name...mmm.....JOBS?
  • Bravo, well played my friend, well played.
  • Nope.
  • @Dusan Thanks for your joining the discussion. I'd like to share that no this is not a Nadella promotion. Actually if you are able to go back and read the content carefully you will see that it is more an indictment of how the entire industry - writers, journalists, investors and enthusiasts responded to Nadella's most recent memos and communications on 6/25/15, 7/8/15, 7/14/15 and 7/22/15 regarding Microsoft's mobile strategy as if everything he stated in those contexts was NEW information communicating hope for the platform.
    If you look at the comparisons I laid out in the text of what he said in these recent communications and compare it to what he said over a year ago in his 7/10/14 Bold Ambition and Our Core memo you will see that Nadella is actually repeating himself. In some cases almost verbatim.
    No Dusan it is not a promotion of Nadella, actually it is analysis of how an industry so easily forgot or just missed what was said a year ago, to the point that he can actually say the same things he said before, now, and the industry receives it as a message of hope and redirection rather than the incremental steps of a vision communicated in 2014.
  • Agreed.
  • I understand that, and I don't downgrade the value of your writting as analisis, but calling him the mastermind is simply funny in my eyes. He is just a men doing his job. Things he said are most probably written by a team of people and not his.
  • @Dusan - He didn't call him a mastermind. He simply referred to what the Briggs Meyers test labels that particular personality profile.
  • He didnt come up with it... its a personality profile. https://en.wikipedia.org/wiki/Mastermind_(role_variant)
  • I'll wager you've not posted similar on all the pubescent spaffing that occurs on each and every uninspiring announcement from Tim Cook that receives oft-unfounded critical acclaim?
  • Wait..... you want him to look at and actually focus on APPLE's CEO... on a website named WINDOWS CENTRAL.... ??? I'm not saying Jason does not agree with you and I'm sure the same type of stupidity is focused on Apple as well.  But... this... site... is... a... windows-centric... site. Think about it man....
  • With a name like Rand(j) you should be the one talking about chocking the chicken
  • Yes,   very 'appleish',  if you get my drift.   Jobs was stroked so much he thought he WAS GOD!
  • Go baldy
  • No no you have to say... Go Takla
  • Ha ha
  • So what about users ? The people who are buying phone now, are just starters for window 10 mobile. While "real" phones are yet to come, even in mid range
  • Those who buy now are also getting 10. Atleast you'll get an update and not be abandoned like droid users.
    Technology changes fast. In 2017 you'll be saying that "real" devices are yet to come.
  • Droid is a brand, Android is an OS.
  • Your article is about as confusing as Nadella. Sorry.
  • Read carefully.
  • It is a hard thing to understand for most people as it requires looking at a big long term picture, not the short term. Read it again while thinking he is talking about how they will grow and succeed in 2016-2017 and beyond. If they flood the cheap market then they have a large number of users to get windows 10 mobile in the coming months, who will then like it and want a newer windows phone which at that point will be a mid to high range phone, yet they will be willing to get it because of their great experience on their low end windows 10 mobile device. They also have more people who will spread how good windows 10 mobile is, and if someone hears about it but doesn't want to commit to a mid to high end phone then they can buy a low end that is right for them because of the large variety of low end Lumias ms made. I know this might be more confusing but thought it might help.
  • Seriously, communicating with clarity is not in either person's wheelhouse.  This series is a muddled mess. 
  • The low-ends were planned for 10's mass reach..? Hard to digest initially. That guy is a mastermind.
    And kudos Jason for going back in the past and connecting the dots well. We can say you're showing us the near future.
  • Not really if you think about the things cut from low spec. Now who knows if service providers will push the update to every phone they sold
  • Microsoft said earlier that the updates won't be carrier dependent. Get your facts right.
  • The updates won't be carrier dependent AFTER they have 10 on them. Until they get upgraded to 10, they are still under carrier control unless you go Insider.
  • That would apply 1 year ago, but in 2015 Gartner just announced that China's and emerging market smartphone shipments are slowing down, which means that market is saturated and the only way to win for Microsoft is to look out for profits on flagship devices. At end of 2016, maybe only 5 companies will be making money from phones (Apple, Samsung, Xiaomi, Huawei and Lenovo). Can Microsoft be on that list? Lets hope so, LG, Sony, HTC, etc. are not making any money from smartphones.
  • He stated in an interview with Mary Jo Foley last month that he does use a Windows Phone.  He currently had the 830, but I'm sure he has access to the Cityman, Talkman, and the rumored Intel-based Surface phone too.  He has to understand the users of Microsoft software so I'm betting he uses Android phones and the iPhone so he can evaluate how well the Microsoft apps integrate into the other operating systems.  In public though I would expect him to use some type of currently available Windows phone.
  • Sadly what you said, everyone doesn't acknowledges that.
  • I agree.... But i don't see any betrayal aman... "keep your friends close, and your enemies closer"... After all, it's an INTJ we are discussing about :D
  • Betrayal..? When did I mention anything close to that..?
  • I'm really excited about that Surface Phone, hopefully it comes with Cherry Trail CPU, has 4GB of RAM, 128GB of Storage and comes with Windows Hello biometric authentication with Intel's Real Sense camera.
  • Buy a laptop LOL
  • 41 MP rear and 8 MP front.
  • I'm an INFJ so I can kinda relate. Cool
  • It was intj.... Or are you actually an infj?
  • I just skimmed thru the article and it makes me wonder if all journalists are suck-ups. Title might as well be "Plz mr nadella hire me, plz"..., jesus
  • Well you would have to skim anyway, seeing your English, you would have to.
    "plz"
    "thru"
  • Actually "thru" is not wrong. http://grammarist.com/spelling/through-thru/
  • @vdamir Thank you for at least skimming. :-) But if you take the time to read the content we can actually have a relevant discussion as to the merits of the analysis. Also you will also see that the term 'Mastermind' is in reference to a particular personality type as classified based on the Meyers-Briggs personality test and not the entirely on the what may have come to mind as you read the title and skimmed the content.
    Actually I doubt Nadella would want to hire me if he read this seeing that it brings to light that he is simply repeating much of what he said last year in his Vision Statement and in my opinion allowed it to be inferred that he is presenting a new approach rather than what we have seen of late are simply incremental objectives of his larger vision. Thanks for the input. :-)
  • I read it more thoroughly. But still I do not see the point of making this guy look like more than he is; just someone who had to run this company. A company that owns windows, that has gone the continuum way into the future (which btw is what anyone who knows a first thing about computers would do) doesn't really need extraordinary leadership. Bill Gates made it so strong that it practically runs itself. Simple as that.
  • @vdamir78 Thanks for going back. I appreciate that. Your opinion is respected. I will just add that there actually is no point being made in this piece to try to make Nadella seem like more than he is. The crux of the piece rests on how this CEO, (for good or bad) made very clear his vision over a year ago. Naturally all leaders as I opened in part one must have a long term vision. As I stated in part one the vision for a CEO actually spans up to 20 years. This vision must have incremental objectives.
    My point is that how at the time of execution of incremental objectives foreshadowed in his 7/10/14 vision-setting memo at the end of FY15, the blogosphere exploded with "Windows Phone is Dead", then after the 7/8/15 Writers scrambled "Oh nevermind Windows Phone is Alive with a nee strategy", "Their just going to follow the Surface model..." All of this was outlined in the 7/10/14 memo. But the industry who is looking at communications in isolation see only the execution of short-term objectives and think-New strategy.
    Its the same vision its always been. Nothings changed. Part of my argument is also that Nadella is content to allow the inference that a new strategy is in place in some contexts if that works to the positive perception of Microsofts mobile endeavors. While he continues executing his long term vision.
  • "I just skimmed thru..." And that's the main problem with the commenters on this website. They don't read properly (or none at all) and come to the wrong conclusion, like you did, or ask questions about information that's already in the article.
  • I had heard Nadella was going to start using a Talkman.
  • Guy, check this out, Surface Phone next year ?
    http://www.businessinsider.com.au/microsoft-surface-phone-rumour-roundup...
  • Well, I still think there isn't enough data to support Jason's assessments regarding Nadella's performance. The jury is still out on this one and I think a year or two will be needed to make such assertions.
  • @hi long syntax. Thanks for the input. But its actually not an assessment of his performance. I've actually not weighed in on that in either piece of this series thus far. I haven't given an opinion as to whether he is doing a good or bad job. What I have done is been critical about the reaction of some in the industry who have taken his recent communications via his 6/25/15, 7/8/15 memos, July interview with Mary Jo Foley and his comments on the 7/22/15 earnings call in isolation. Without comparing those communications to his broad vision statement from 7/10/14 writers, analysts enthusiasts, investors etc have viewed interpreted there being a shift in strategy as i have pointed out. But I you look at what he said in 2014 and compare it to what he said in 2015 you can clearly see that je isn't saying anything new. The deluge of articles that peppered the internet after 7/8/14 proclaiming a new strategy missed the mark. It also seems that Nadella is content to infer that there is a shift if you look at how he responded to certain questions, particularly on the earnings call, where he actually repeated what he said last year, but the context made it sound like a satisfying course correction.
    In reality, what we're seeing now are the short term objectives of the long term goal. Those only looking at the most recent events see a dynamic shift. Those looking at the long view see consistency. Of course we hope that it will play out to the good of the platform.
  • What I find the most interesting about the comments to Jason's article is that the main point he is making (industry doesn't read and remember) is demonstrated in these comments.  Do I agree with everything Jason has said? No.  But the main point that the industry refuses to use the context of what is happening as part of their reporting is demonstrated in both part 1 and 2.  It is not an assessment of Nadella.  IF anything it is an assessment of the "pundits and Technology reporters" that are currently involved in the process.  
  • I'm curious. How tight do you have to get your tin foil hat to decode the hidden messages in his memos and interviews?
  • Very.
  • Microsoft clearly doesnt need a hardware presence in mobile, their software is well entrenched on android and ios which is where any investor concern should be directed, and with the success they have had its hard to see why such concerns would exist when the steps to distance themselves from phone hardware have clearly been made, and Microsoft can now exit with minimal loss.   With the miminal amount of profit made on WP hardware its hard to see why they persist when they have made more gains in mobile on competitors platforms than their own. This article seems to be just here for the faithful WP users, the world at large doesnt even acknowledge Microsoft in the mobile space and much as people try and make them seem relevant, they are not.
  • Jason, I love reading your articles. You provide the kind of in-depth analysis that is sadly lacking in the reactionary fare we see so much in tech journalism. This is something to chew on.
  • @Zikdaman I really appreciate that feedback. Thank you:-)
  • Please release stable version of Astoria & w10 mob..
  • Aurr kuch....?
  • Imagine this..wears a tight tin foil hat with W10 logos, while drinking Microsoft cool aid, mas**rbating on the picture of Nadella (the close up one) while whispering "hire me..,hire me".
  • An image that'll take days to get out of my head.
  • Good article. I would like to bitch that your website performs very poorly on my 625 though. Crashes etc. I'm on the app now. It's a good app but I don't want to use it.
  • What if Microsoft splits their flagship phone division to use both Qualcomm and Samsung's chips on their Cityman and Talkman phones. It is known that Qualcomm is having difficult times, since Samsung which was their largest client is not using their chips anymore, the same could be said for Huawei and Apple. Also Mediatek is gaining strength on middle range devices which cost much less. Microsoft should give premium options of Cityman and Talkman with Samsung's Exynos chips, Samsung would be so happy that they could even launch a Windows Phone device in 2016 as a grattitude, and that would be a candidate for my next phone. Not saying Microsoft phones are not as good as Samsung, but man, those Samsung Edge designs are really nice.
  • The current Exynos only real benefit over the Snapdragon is a smaller proccess... Otherwise I wouldn't be surprised to see it run just as warm.  Reason Qualcomm has managed to make it to the top isn't so much their chip designs as their excellent radio integration on the SoC level if I remember correctly.  Personally I don't think any of the first gen 64-bit ARM chips warrant any fascination or raving.  Gonna wait on the next gen which on all fronts should be a ground up architecture from everyone.  Kirin for Mediatek, Kyros for Qualcomm, and a homegrown design from Samsung.  The true engineering chops should be seen then.   tl;dr: I think switching over to Exynos is a bit shortsighted.  If qualcomm fails again with the 820, then we can return to this comment. 
  • I just found out today that the Galaxy S7 is going to use Snapdragon 820, so you're probably right,its time to see if Qualcomms fixes their 810 overheat disaster in 2016 with 820. Its time to give Qualcomm a second chance, after all this is the first year they really messed up with their high end CPU's.
  • All I can see is someone killing all the excitements for WP ( 8.1/W10M)
  • Jason Ward, please read up on other CEOs and how they deal with failing parts of businesses. There is no masterful plan/puppeteer at work here. ALL CEOs forewarn investors when they expect a massive loss to appear on the books (to prevent shareholder "we were blindsided" lawsuits). Both pieces in this series are simply fanciful. CEOs don't work that way. They may give broad strokes on strategic initiatives but definitely aren't "puppeteers" of the market -- they're reactive to what "sticks" and what they hear from their big customers.
  • @Mike Gibson thanks for your input. All CEOs plan thier vision out(or should) 5,10,15,20 years. Along that path CEOs have short term objectives that are executed maybe at yearly interviews such as the end beginning of fiscal years as we saw at the end of FY15 as MS wrote down the Nokia purchase and we saw other "shifts". From the perspective of the casual watcher, enthusiasts and MANY writers based on articles with titles like "MS Has a new Strategy" or "NOW MS is Doing with Phones as they did with Surface"that saturated the space after 7/8/15 many people don't see the overall vision. They only see what's most current-the short term objectives. And without the context of the vision, the objective appeared to many as a new strategy.
    Take for instance Nadellas response to the representative from Morgan Stanley on the earning call. This gentleman really wanted to know from Mr Nadella what the direction MSs mobile strategy was going. Know what Nadella did? He repeated what he said over a year 7/10/14. The gentleman not looking at the full picture didn't seem to grasp that Nadella did not offer any new information but simply repeated his old vision.
    I believe that we're there is a lack of knowledge or recollection of what he stated a year ago Nadella is content to allow people to assume there is a new strategy if that perception work to MSs good.
    Also I do believe that CEOs are selective about their communications in attempts to place their company in the best light, particularly by those who can influence mass opinion. Take for instance Apples deliberate preclusion of adoption rates of a recent version of an OS from a pubic presentation. Leeds than stellar info would not promote the company's image optimally. So they brushed over that. CEOs will do that kind of thing. Again, where there is a lack of knowledge of his I that Nadella is fully content to let people believe there is a new strategy, though what we see are short term objectives, since a "change" in strategy is seen as beneficial by many. Again I do think CEOs work like that, even if the morality of such a move may be questionable.
  • Actually, you need to read Bill Gates book on the subject.  He blatently stated he controlled the market.  And are you a CEO? How do you know that ALL CEOs don't work that way.  Do you really believe that a person can become a CEO without having some sort of vision on how to run the company?  IF they don't need a vision, what do they need?
  • Wow. This article borders on the absurd. I'm almost speechless. So I'll stfu now.
  • As always, a great article.  Well done, sir.
  • @jvanlew thank you for your support. Much appreciated!
  • As allways, don't Like this CEO...
    I hope he should care more to fix 730 and 1520 random reboots than wasting money porting apps to other platforms and removing them (Like msn food & drink) later due to low usate... What i believe about Satya? He's an incompetent manager put there by some political or Financial power to destroy ms Sorry this is my opinion
    I don't trust this man
  • You realize that he was working inside Microsoft many years before becoming a CEO. He ran Azure, which is one of their fastest growing divisions right now. It was an internal promotion. He wasn't placed there by some "financial power", whatever that means. By the why, the board of directors hires the CEO. There isn't some mysterious external, political organization making the decisions.
  • Jason, that article is a great piece of work. Kudos to you.
       
  • @fred thanks. I appreciate that very much!:-)
  • The story seems to be out with the old, in with the new, turn over a new leaf, stick to the plan. "We want the user to go from using windows to loving windows". Sounds like a longterm relationship.
  • Valued phones which never will watch newer upgrades, is funny the dichotomy of the Indian should do future proof phones and so ads in countries, how they want that Windows phone gets popular if in countries like Chile never done ads for show up what they offers, in such way I think that Microsoft mobile will die soon by lack of interest by their part in fact I feel like abandoned by Microsoft, I know that nobody in America care a damn by those countries but looks like Microsoft have abandoned to those countries and only get focus in,India, China and Brazil
  • Microsoft should stop making sub $200 Lumia phones and leave the space empty for other OEMs and also share the current Lumia exclusive apps with other Windows OEMs.
  • Quote: "The value segment which was used to "push into all corners of the globe" has always had a Skype (collaboration and meeting) and Office (cloud-powered applications) focus. Always." So this is why Skype was better on other platforms. Because it was under focus. Ok, got it.
  • I would be careful when invoking the MBTI in this context. Some might take your statements as INTJ personality types make the best CEOs. For that matter, I'd say it's just a bad idea.
  • 81st Comment !
  • It's been a while since I read posts like this here in WC. Great article.
  • @Nycky Thanks! I appreciate the support.
  • Nice read. I understand it all much more now. You connected the dots well for me Jason.
  • @EricVM I'm glad it was so helpful! Thank you!
  • Jason, as with Part I, I'm filled with a ridiculous optimism and hope after reading this piece. Thank you.
  • @Vijay_Anand thank you very much. I appreciate your support. I'm glad you found the piece so inspiring!
  • I want to see the new flagship. It may determine if I'll finally leave wp after 5 years of loyalty.
  • Another great article!
    Top man.
  • Thanks @ia_win. I appreciate that!
  • Mastermind with 2.5 market share in mobile? Lets look back a bit. When WP7 was in development many people were excited about it. Live tiles it had attention. We also had a number of devices which at that time was high end. When launch time came people looked and asked what is this every darn phone on the market had C&P but this brand new OS didn't have it. It took Microsoft 4months to get it out after launching WP7 from that point on WP was looked apone as a half baked product... Now almost 5years later when you see a WP it's almost certainly a Low end kids toy. Again something most people do not take seriously.
  • Why would he flood the world with cheap devices to pave the way for Windows 10 if these devices didn't run Windows 10 at the time of release and never will?
  • @steiffenleopard Actually many of the the low end devices will be upgradable to Window 10. Inexpensive devices appealed to a large audience. Thus how do you sell WP to the masses, since Windows Phone was not popular in the market. Sell what the market WILL buy "cheap phones",,that happen to be Windies Phones, that will be upgradable to Windows 10. Check out the article Daniel posted today to see some of the devices that will be upgradble. http://www.windowscentral.com/why-you-should-not-worry-windows-10-upgrade
  • Updates aren't carrier dependend across the globe
  • That thing made with sway! Was the one! I wanted to convey to MS from years! Posted while running with the ninja cat
  • I'm really enjoying and am impressed but these articles; they're well researched, well thought out, and well presented so thank you and well done to Jason for putting them together for us. It's fascinating to see how everything's playing out more-or-less as Satya put forward in his initial emails, and makes so much sense. It's a lot easier to see 20/20 when you've got more of the information in front of you, and there's so much more still to come which is both frustrating and thrilling, lol! Looking forward to seeing where the next article takes us... ^_^ As an aside re: articles. It would be great to see more like these on the site, there's probably some fascinating stuff that can be dug up about developments both current and past with Windows. I'd love to know more about universal apps: Why do some apps get updated seperately with different version numbers on the phone and desktop version? Why does the phone have wonderfully slick OneDrive and File Explorer apps and yet the desktop/tablet version doesn't? Just how universal is a universal app, anyway? It would be great to see the secret history of Xbox Music. What went into the transition from Zune? Why was the original service built by a bunch of interns at a French accelerator? What brought it back in-house for Windows 8.1? Who works on it now? Just what the heck went wrong with the WP8.1 client and what went into the Groove rebrand? With the Widnows 10 UI/UX being such a huge issue throughtout development, it could be interesting to hear from people who worked on it and see unusued and unseen concepts and more ideas that just didn't work for whatever reason.
  • I like the fact that every writer at windowscentral is now deleting my comments from all posts. This shows the respect and power of truth. Truth wins.,..,.
  • Or what you wrote shouldn't see the light of day.  Just because you can say what you want.... doesn't mean you should open your mouth....