Microsoft banks on productivity… maybe?: Tech Giant Switching Gears


The tech company most known for giving users tools now wants to shift gears toward helping them get things done. Ronn Torossian believes this new market position, delivered by Microsoft CEO Satya Nadella, sends a potentially positive message that Microsoft understands that the tech PR world has moved on. Mobility and user experience matter more than anything else.

According to his Mission Statement Memo, Nadella is planning to lead a shift at Microsoft from creative gadgets and interface tools to “reinvent(ing) productivity for people who are swimming in a growing sea of devices, apps, data, and social networks.”

Sounds like Nadella is positioning Microsoft to create the Swiss army knife of mobile tech. His address went on to say that, under his leadership, Microsoft would “build the solutions that address the productivity needs of groups and entire organizations, as well as individuals by putting them at the center of their computing experiences.”

That would be an interesting market wide shift. Take a look at the average user these days, and they feel less in control as they simply react to the technology available. If Microsoft wants to put users in the center, it will have to figure out a way to engage them in proactive interaction with their devices.

Nadella went on to say Microsoft would empower people with new insights, and build tools that are more predictive and helpful. So, maybe this is more of the status quo than we want to believe. Yet, in the very next line, Nadella offers some hope: “Every experience Microsoft builds will understand the rich context of the individual at work and in life to help them organize and accomplish things with ease.”

Those back-to-back statements beg the question: “Which is it? Are you creating an experience or facilitating one?”

This will be a key PR message Microsoft must articulate if it wants to stake its own claim to the ever-shifting mobile computing marketplace.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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