The "Windows AD" Microsoft in the recovery?

"We are in an era Windows" this little phrase from Steve Ballmer is the perfect summary of his strategy. By refusing once again to use the term "post-PC" Microsoft CEO goes to imply that Windows 8 could be the common denominator of the tablet, computer, television and ... the same smartphone.

The "Windows era": a post-PC as another

Is Microsoft entered the post-PC, like the rest of the world is supposed to be on one level, if one believes Apple? To this question, Steve Ballmer has a ready answer: "We are in an era Windows. We were there, we're at it, and we will be. It still get what we paid. "To be justified, the CEO of Microsoft lists the work to boost Windows ... to perform a pirouette opens a whole field of possibilities:

”We have big plans for Windows ... Bringing Windows to the phone ... With Windows 8 ... You will see incredible new formats using Windows: shelves, large and small, with pens, monitors, large and small, to the size of a room. We are in an era where the range of intelligent products is only growing. It's a fantastic thing for Microsoft. This is a golden opportunity.”


Windows 8 ... On the phone, or new formats? Hard to say at the last Nokia World, Joe Belfiore, Microsoft's vice president in charge of Windows Phone 7, drew a clear distinction between the Windows desktop OS desktop and Windows Mobile Phone OS "if c ' is more than 7 "and it does not phone calls, it's Windows, if less than 7" and it phone is Windows Phone. "One thing is certain, however: Microsoft will continue to bring all of its systems, to form a single continuum, a Windows ecosystem from smallest to largest screens.

It could be argued that this strategy is in all respects similar to Apple's iPod touch, iPhone, iPad, Mac and Apple TV all use the same foundation, Core OS, and offer the same development environment, Objective-around C. But beyond this basic system of fairly low level, the differences between the Apple TV Software, iOS and OS X are major for the user three different interfaces and communication possibilities partly failed (icloud n ' not offer the same feature set on the three systems).

Instead, starting next year, Microsoft will offer a fully integrated experience, the small screen to the big screen smartphone on the TV with his Xbox, via the intermediate sizes of the tablet and the computer. In this case, the foundations are different depending on the product: the Xbox and Windows are 8 systems Windows NT, as Windows Phone 7.5 is a hybrid of Windows Embedded Compact 7 and Windows Embedded CE 6.

But no matter: the developer uses the same tools (HTML5/JS, Silverlight, XNA, C / C + + / C # XAML as backdrop, according to public needs), and the user sees the same thing, the interface Metro. Courier was all very well be a particularly attractive shelf project, it was abruptly canceled by Bill Gates in person, for one simple reason: While he was using Windows, but an interface that was unlike any other Microsoft product (read: The reaction Allergic Bill Gates Project Courier).

Of course, Windows 8, the good old fashion window remains behind Metro. Of course, Apple has introduced several concepts iOS interface in OS X. Certainly, in the end, both companies have policies almost entirely aligned and will engage in a new war front exciting for fans. But in the short term, Microsoft is going faster and further, by announcing already strong interactions between the various devices thanks to the combination of software and services (Windows Live): one can thus control the Xbox with its Windows Phone, or start a game on his phone and finish it on his PC.

Nokia, the arm of Microsoft

Once will not hurt, Microsoft is therefore proposed force against Apple. But the success of this strategy depends entirely on Microsoft's ability to effectively achieve its vision by an integrated hardware ecosystem. It is here that Nokia, a true arm of Microsoft, comes into play.

The Finnish firm, which some consider to have been annexed since the announcement of a strategic partnership with Microsoft, presented a range of smartphones on Windows Phone 7.5 which had no trouble convincing the critics. The Nokia 800 Lumia, in particular, attracted the observers, despite some minor flaws. With this initial observation, Paul Ansellem, recently appointed director of Nokia France, hopes to return to 22% market share with Windows Phone (against 16% in France now). To attract the general public, it relies on a wide range, investing two segments in which the Microsoft mobile OS is absent, the high-end and entry-level "[the Lumia 800] is somewhat the equivalent of the BMW 5 Series. We will soon have a full range with a Series 7 and Series 3. "

With its knowledge of markets, its image still quite tarnished, and its relationship with operators, Nokia Windows Phone 7 can help to take off, and thus close the loop of the Windows ecosystem. The firm Espoo might even go further: "In June 2012 we will have a tablet running Windows 8" slip Ansellem. Nokia had already tried another type of mobile products with the 3G Booklet, back when netbooks were popular. But here, it may have a role to play: it can take advantage of the synergy Windows Phone 7 / 8 to sell a Windows ecosystem and help to strengthen this ecosystem by selling embedded devices.

Microsoft Logistics, Nokia in the field: the virtuous circle will not be easy to achieve, but this is so all reconquest. Except that it is probably here a double or quits.