Satya Nadella: Ne odustajemo od Windows Phone platforme i Lumia uređaja?!?

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Nakon jučerašnje  potvrđene obavijesti o otpuštanju oko 7800 djelatnika prvenstveno u mobilnom sektoru, krenule su priče o eventualnom odustajanju od Lumia uređaja o kojima se nagađa još od čuvenog e-maila o teškim odlukama koji je Satya Nadella uputio svojim zaposlenicima. Prvi koji je osjetio tešku odluku bio je jedan dio Bing Maps odjela koji je prodan Uberu. S obzirom na jučerašnju lavinu događaja  priča da Microsoft napušta proizvodnju mobilnih uređaja i Windows Phone platformu zbog vrlo lošeg stanja (platforma zastupljena trenutno oko 3,5 %) mogla bi biti prolazna. Međutim, Satya Nadella je dao izjavu kojoj je sve ove priče donekle utišao. Najavljeno je restrukturiranje politike izbacivanja mobilnih uređaja na samo 6 modela godišnje što uopće nije loša strategija. Doduše, Nokia i je slijedila tu strategiju ali se posljednjih godinu dana Microsoft Mobile okrenuo štancanju ogromnog broja modela i njegovih verzija kako bi pokrio što veći udio u nižem cjenovnom rangu.

Pusti modeli i LTE, neLTE verzije su zaista samo bile gubitak, a najbolje stanje dokazuje Lumia 535, prva s Microsoft logom koja je nekoliko mjeseci nakon zamijenjena s Lumijom 540. Sada će Microsoft proizvoditi tri vrste uređaja, jeftine za pokrivanje šireg tržišta, poslovne te top modele koji će biti ogledalo Windows mobilne platforme i hrana za fanove.

“In the near term, we will run a more effective phone portfolio, with better products and speed to market given the recently formed Windows and Devices Group. We plan to narrow our focus to three customer segments where we can make unique contributions and where we can differentiate through the combination of our hardware and software.

Those three areas on which Microsoft will now focus its range are:

  • Value phones
    “We’ll bring value phone buyers the communications services they want”
  • Business phones
    “We’ll bring business customers the best management, security and productivity experiences they need”
  • Flagships
    “We’ll bring Windows fans the flagship devices they’ll love”

 

Međutim, Microsoft je najavio kako će odustati od regija gdje Windows Phone nije uspio postići zapažen rezultat. Isto tako će odbaciti ekskluzivne ugovore s operaterima . ovo bi moglo vrlo lako značiti kraj podrške Lumijama u Hrvatskoj. Komentar ćemo zatražiti od službenog uvoznika Lumia uređaja, Mobisa.

Isto tako Microsoft namjerava ugasiti još nekoliko postrojenja za proizvodnju mobitela u gradovima Salo (Finska) i san Diego (USA) što je najavio Myerson u svojem memorandumu.

Dina Bass on Twitter

Also on facility closures, Microsoft will discontinue ops at Salo and close San Diego facility in the future, acc to memo from Myerson.

Ukupno gledajući, ovo je velika pljuska Windows Phone platformi ali i samom Microsoftu i ovakve odluke će sigurno obeshrabriti mnoge dioničare ali i korisnike jer podsjećaju na Elopov memorandum o gorećoj platformi kojim je Symbian poslan u povijest. Microsoft je čak proglalsio cijelu kupovinu Odjela za uređaje i usluge gubitkom što dodatno govori o njegovim stavovima ali i stavovima novog izvršnog direktora koji je za razliku od ballmera potpuni softveraš i oslanja se uglavnom na dobro plasiran Microsoftov softver, odnosno PC računala gdje američki softverski gigant i dalje uživa popularnost. klako će se sve skupa odraziti na Windows Phone ili Windows 10 Mobile platforme vidjet ćemo u nadolazećim godinama. Sve u svemu, Nokia se vraća dogodine pa će nam cijeli proces transformacije lakše pasti.

E-mail kojim se Nadella obratio zaposlenicima Microsofta može pročitati ispod.

Team,

Over the past few weeks, I’ve shared with you our mission, strategy, structure and culture. Today, I want to discuss our plans to focus our talent and investments in areas where we have differentiation and potential for growth, as well as how we’ll partner to drive better scale and results. In all we do, we will take a long-term view and build deep technical capability that allows us to innovate in the future.

With that context, I want to update you on decisions impacting our phone business and share more on last week’s mapping and display advertising announcements.

We anticipate that these changes, in addition to other headcount alignment changes, will result in the reduction of up to 7,800 positions globally, primarily in our phone business. We expect that the reductions will take place over the next several months.

I don’t take changes in plans like these lightly, given that they affect the lives of people who have made an impact at Microsoft. We are deeply committed to helping our team members through these transitions.

Phones. Today, we announced a fundamental restructuring of our phone business. As a result, the company will take an impairment charge of approximately $7.6 billion related to assets associated with the acquisition of the Nokia Devices and Services business in addition to a restructuring charge of approximately $750 million to $850 million.

I am committed to our first-party devices including phones. However, we need to focus our phone efforts in the near term while driving reinvention. We are moving from a strategy to grow a standalone phone business to a strategy to grow and create a vibrant Windows ecosystem that includes our first-party device family.

In the near term, we will run a more effective phone portfolio, with better products and speed to market given the recently formed Windows and Devices Group. We plan to narrow our focus to three customer segments where we can make unique contributions and where we can differentiate through the combination of our hardware and software. We’ll bring business customers the best management, security and productivity experiences they need; value phone buyers the communications services they want; and Windows fans the flagship devices they’ll love.

In the longer term, Microsoft devices will spark innovation, create new categories and generate opportunity for the Windows ecosystem more broadly. Our reinvention will be centered on creating mobility of experiences across the entire device family including phones.

Mapping. Last week, we announced changes to our mapping business and transferred some of our imagery acquisition operations to Uber. We will continue to source base mapping data and imagery from partners. This allows us to focus our efforts on delivering great map products such as Bing Maps, Maps app for Windows and our Bing Maps for Enterprise APIs.

Advertising. We also announced our decision to sharpen our focus in advertising platform technology and concentrate on search, while we partner with AOL and AppNexus for display. Bing will now power search and search advertising across the AOL portfolio of sites, in addition to the partnerships we already have with Yahoo!, Amazon and Apple. Concentrating on search will help us further accelerate the progress we’ve been making over the past six years. Last year Bing grew to 20 percent query share in the U.S. while growing our search advertising revenue 28 percent over the past 12 months. We view search technology as core to our efforts spanning Bing.com, Cortana, Office 365, Windows 10 and Azure services.

I deeply appreciate all of the ideas and hard work of everyone involved in these businesses, and I want to reiterate my commitment to helping each individual impacted.

I know many of you have questions about these changes. I will host an employee Q&A tomorrow to share more, and I hope you can join me.

Satya

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