Microsoft, the Redmond based tech giant, has always been more into software and has come into the hardware territory only when it is needed. For example, the company release the Xbox 360 gaming console only because he did not want to just design and develop the software which a gaming console could use, that would make no sense. So the company had to develop the whole product. But the same does not go with computers, laptops, smart phones, and tablets.
As we have seen this year, just a few months back, the company released its own range of Windows 8 tablets, called the Surface tablets. The Surface tablets are offered in two variants, one which runs the Windows RT operating system, the other runs the Windows 8 operating system. The company’s CEO, Steve Ballmer wants to make the company a “devices and services company”, not just a software development firm, and this is what he has written in a letter to all the shareholders of the company. The CEO describes a “fundamental shift” that could make the company bring out more own-branded products such as the Surface into the market.
Steve Ballmer writes:
“Last year in this letter I said that over time, the full value of our software will be seen and felt in how people use devices and services at work and in their personal lives. This is a significant shift, both in what we do and how we see ourselves — as a devices and services company. It impacts how we run the company, how we develop new experiences, and how we take products to market for both consumers and businesses. The work we have accomplished in the past year and the roadmap in front of us brings this to life.
There will be times when we build specific devices for specific purposes, as we have chosen to do with Xbox and the recently announced Microsoft Surface. In all our work with partners and on our own devices, we will focus relentlessly on delivering delightful, seamless experiences across hardware, software and services. This means as we, with our partners, develop new Windows devices we’ll build in services people want.”