After all kinds of rumors, Microsoft announced on the evening of February 3 EST that NADELLA was appointed the third CEO in Microsoft history. NADELLA used to be executive vice president of Microsoft, in charge of cloud computing and enterprise business. He has worked at Microsoft for more than 20 years. He was a vice president in charge of Microsoft’s business and online services department.
Ballmer may be the most unpopular CEO in Microsoft’s history. As early as 2011, the media had been discussing and listing a long list of candidates to replace him, even the nameless Facebook founder Zuckerberg. Since the current CEO of Microsoft Ballmer announced that he would retire within one year in August 2013, the media began to analyze openly and boldly, and there are endless rumors about the selection of the new leader of the IT giant. There is an incomplete scandal list, including Alan Mulally, CEO of Microsoft Ford, Stephen elop, former CEO of Nokia, Tony Bates, head of business development and Skype, Satya Nadra, head of cloud and enterprise of Microsoft NADELLA) and Mike Lawrie, chief executive of CSC. People commented on NADELLA that his department represents Microsoft’s future. We don’t know whether NADELLA can manage a huge software giant. He will bring a new perspective to Microsoft, maybe not stick to the device strategy. Because NADELLA belongs to the enterprise department, he will know how to make it a cash cow of Microsoft.
As a traditional IT giant, Microsoft’s choice of NADELLA is a safe decision. Of course, it will disappoint those who want outsiders to take over Microsoft to drive major and bold changes. From NADELLA’s past history at Microsoft, he should not break with the company’s tradition of being a fast follower rather than a trend leader. People who know NADELLA or have worked with him say that, generally speaking, NADELLA still follows Microsoft’s conservative catch-up routine, rather than being innovative and bold to bet on new technologies. Microsoft needs a steady transformation. NADELLA’s old-fashioned attitude is an important reason for being selected to be a commander.
NADELLA, 46, an Indian immigrant, grew up to be an important figure in Microsoft through his own efforts. And under NADELLA’s leadership, how about Microsoft’s future? Does he have a score in mind?
NADELLA had an interview with foreign media in October 2013, mainly talking about cloud computing, market competition and Microsoft’s future development. When talking about cloud computing, he only talked about Google, Amazon, apple and Dropbox, which are cool enterprises, but he didn’t mention them. In terms of cloud computing, Microsoft is the first, Amazon is the second, and Google is the third. When it comes to talent strategy, he thinks that even new Internet companies like Facebook and twitter are less attractive to college students and job seekers than Microsoft.
What are his future challenges?
1. Talent and enterprise integration. Although Microsoft has ruled out landing executives from outside to take over the huge company, Microsoft acquired Nokia’s mobile phone manufacturing division in September 2013 under Mr. Ballmer, among which 32000 employees need to be resettled and integrated. This is one of the most pressing tests for the new Nadra.
2. In the era of mobile Internet.we should speed up the trot. Microsoft is far behind by apple and Google in the era of mobile Internet. From Windows CE to Windows Phone 7 to Windows Phone 8, every upgrade of Microsoft’s mobile operating system is angry because it can’t make the old users’ upgrade disappointing, which leads to the slow growth of its mobile users and the greater the distance between Microsoft and its rivals. Microsoft also launched its own hardware product surface series of cross-border tablets, which proved to be another series of poor evaluation experiments. The rapid development of mobile Internet makes Microsoft at a loss, so that every product release appears impatient and blind. This is NADELLA’s second problem.
3. The decline in PC sales detracted from the performance of desktop operating systems. The rapid popularization of smart phones, tablets and other mobile devices has led to the weak sales of traditional PCs, indirectly dragging down the sales of Microsoft desktop operating system. In order to adapt to the touch-screen operation characteristics of mobile Internet, Microsoft launched a new version of operating system Windows 8 under the guidance of former senior executive hinovsky. However, this system is also widely unacceptable to old users due to too large UI changes, and the upgrade intention is not strong, which leads to its penetration rate has been lower than that of Windows 7. Although Microsoft released the upgraded version of windows 8.1 free of charge for users, there was still no interest. At the same time, Google’s Chrome OS also has a rising trend. Although Chrome OS and OS X system will not replace Microsoft in the short term, people’s confidence in Microsoft’s operating system cannot be shaken at present, so how to maintain the attractiveness of desktop operating system will be the third problem NADELLA will face.
4. Cloud services. Cloud services are more for enterprise level departments, which is NADELLA’s favorite. Of course, it should be pointed out that compared with Google and Amazon, Microsoft cloud has landed earlier in China, which benefits from its better PR tradition for the Chinese government. But it’s not easy to stand out in emerging markets like China against local competitors like Google, Amazon, IBM, and even Lenovo Huawei Ali.
5. Hardware and search. In addition to the failed attempts to surface tablet, the game console industry represented by XBOX