This year Microsoft turned over a new leaf with new CEO Satya Nadella. This week, he began what appears to be a bold new chapter in the history of Microsoft with a manifesto of sorts, one that includes the line “tired traditions will be questioned.” He also goes on to note that “nothing is off the table in how we think about shifting our culture to deliver on this core strategy.”
In this long-form letter to users and employees alike, Nadella makes clear the expanding nature of the company. Several key lines describe how hardware will be handled.
• “We will relentlessly focus on and build great digital work and life experiences with specific focus on dual use. Our cloud OS infrastructure, device OS and first-party hardware will all build around this core focus and enable broad ecosystems.”
• “Microsoft will continue to vigorously innovate and delight gamers with Xbox.”
• “We will build first-party hardware to stimulate more demand for the entire Windows ecosystem. That means at times we’ll develop new categories like we did with Surface. It also means we will responsibly make the market for Windows Phone, which is our goal with the Nokia devices and services acquisition.”
New products running Windows and Windows Phone software will be made in the future. Microsoft is absolutely aimed at expanding, and under Satya Nadella – evolving into a company with “Windows device OS and first-party hardware” that will “set the bar for productivity experiences.”
Xbox is here to entertain, while other Microsoft-made hardware is here to fit the dual-use paradigm. Work when it’s time to work, entertain when it’s time to play.