It's time to fall in love with Microsoft again.

Our generation of technology media, overall and Microsoft have a gap. After all, Microsoft's peak was long gone, and we've seen queues outside Apple's retail stores, but few people know how many queued up for the night when Windows 95 was released. Microsoft products, Windows operating systems and Office software are no longer as irreplaceable as they were ten years ago, and the quality and ease of search and mailbox services are not as competitive as those of Google. In my case: I don't use Outlook mail (formerly Live, also known as Hotmail), documents are all in impression notes, notes with Google Keep, files are in Dropbox and Google Drive, mobile phones with Android, Computer with Mac and Android ... In my life and work, Microsoft is thin. But even so, this year I began to like Microsoft a little bit, and this feeling of liking is slightly wonderful. Microsoft is getting a little bit back on its good image. The desktop version of Windows 10 is back to the desktop and Start menu; the launch site is filled with artificial intelligence, virtual/augmented reality black technology products; Microsoft is embracing a more diverse world, and the new CEO has launched its own "garage" for several mainstream mobile platforms since the helm. The project has developed a variety of Android apps ... At Microsoft's press conference last week, CEO Satia Nadra Satya Nadella said: "He wants people to" change from windows to Windows to love Windows. "It's not just windows, I find that the whole of Microsoft has become cute." The Microsoft, which has been so arrogant, closed, innovative, and sluggish in my past, is becoming newer, more cool and cooler. If you think about it, I used to have the same or similar feeling about Google and Apple. Such lovely changes, many people like me who have an opinion of Microsoft even some do not adapt. For this kind of not adapt, push friend @shota_nuke summed up very well: a more and more closed Google and an increasingly open Microsoft and an increasingly cold Apple, your heiwadai take the wrong. So, Microsoft's new Heiwadai, which is written on what the play? 1. Product and technology-oriented CEO a year ago, a tech-born product, Ballmer, Steve Ballmer, a professional manager who never was a professional executive, took over the position of CEO of Microsoft. At this point, Microsoft's new waterway as if the storm. At that time, Microsoft's overall performance can only be said to be passable, and Nadra hands of the cloud computing and corporate sector business is very good, is the entire Microsoft average level of the top. With its 22 Microsoft seniority, Barnard is a proven senior executive who has been a leader in several key Microsoft business divisions such as Bing search, cloud computing and the corporate sector, familiar with products and technologies, and the software kimonoThe forefront of development has insights into the value of software as a service (Software as a services, SaaS) and cloud computing for new Microsoft. Nadra has led Microsoft's transition from software companies to cloud computing service providers: He has contributed to the "cloud" of office, a new strategy for Microsoft's "move first, Cloud first" (Mobile, Cloud). If Microsoft had been a software company under Mr Ballmer in the past and was committed to the sales of software, Nadra would have made Microsoft more like an Internet technology company. Nadra replaced Ballmer, but in fact, he ended up with Microsoft founder Bill Gates's rule: Nadra to Mr Gates to resign as chief advisor to Microsoft, which the latter embraced. The result seems to be a win: Gates can devote more time and energy to the Bill and Melinda Foundation, which has made an important contribution to tackling poverty and hunger in the world over the past year, and he has the helm of a big ship and takes Microsoft to the new route. 2. Change of mindset: from selling software to selling services, Microsoft is going through a splitting process. Among them, a Microsoft directly to consumers, providing hardware products such as Lumia, surface and Xbox, as well as advertising-driven free services such as Bing Search, Microsoft Online, and another Microsoft for developers/corporate users, providing Office 365, live and other efficiency services, And the azure cloud that builds these services. Where did Microsoft go in the past? Windows 10 is free to upgrade to genuine Windows users, Office 365 is completely free on multiple mobile platforms, and a complete enterprise cloud service solution based on Azure ... Microsoft, which used to sell windows and office suites, is disappearing into its sights, replacing it with the new Microsoft, which sells services. Why does Microsoft want to do this? The answer to this question cannot be simpler: Microsoft, which sells software, is neither sexy nor able to embrace the future, as sexy as Google, which offers a variety of free services. And for Microsoft, the world is not the grace and elegance of the world, but a new, sexy world. The licensing and purchase fees for Windows and Office are the source of profit for Microsoft in the past, and now the source is drying up. In the mobile era, smartphones and tablets shipped far more than pc,windows installed in all electronic devices, including PCs and mobile devices, while Microsoft's industry-leading Windows Mobile did not dominate the mobile world (perhaps they had no intention of dominating the world). All this makes it cheaper and less likely to build on the benefits of software sales on top of Windows ecology over time. Even without Nadra "movingFirst, Cloud first ", Microsoft will one day sooner or later from selling software to sell the service channel up." 3. Start embracing a diverse world of Microsoft's unprecedented openness. Compared with Google, which requires Android handset makers to preinstall 20 of their own apps, it makes people think they've got the wrong heiwadai. Two months ago, Microsoft announced. NET open source, allowing Visual Studio to support the development of Android, iOS, and even Linux applications; When Microsoft launched the iOS version of the Office suite in the first half of last year, the silent Apple CEO Tim also publicly welcomed And Ned are intimately interacting on Twitter. If you think that Microsoft's opening is over, you're wrong: Microsoft has previously disclosed a "garage" (garage), an in-house project that has lasted for 5 years. Here, energetic employees can develop software for Android and even Android Wear in the garage ... Openness became Microsoft's cure for Windows dependence Windows's total profit ratio is getting lower and the core status is being weakened. Microsoft is starting to taste the benefits of openness, and you can see that Office iOS and Android versions are prettier than Windows Phone versions ... Microsoft has found that the vertical integration path is out of the way because users rely less and less on the past profit sources of office and Windows, and Microsoft can no longer reap profits through windows. As a result, it chose to expand horizontally, allowing office to support multi-platform, open azure to more developers (instead of yelling "developers" like Ballmer)! Developers！ Developers！ ”）。 Microsoft finds it more meaningful to build a platform in an open and pluralistic world than to build a castle. 4. Black technology products in the black technology products on the runway, Microsoft does not lose Google. Look at the event called "Windows 10:the Next Chapter", the most eye-catching is not Windows 10, but a few Microsoft's black technology. Holographic augmented reality technology holograms, so that almost all the participants in the media to Microsoft surprised by the human nature. Microsoft also provides holograms with an augmented reality glasses HoloLens, supposedly the most advanced holographic computer world-this time Microsoft has not forgotten the developers, matching Holostudio allows developers to participate in the holographic augmented reality of Microsoft's innovation. Microsoft's Black technology product is much faster than expected, and Microsoft has a strong research institute, but most of its products remain in academic papers. There is a funny story to testify: The media has been widely reported in the Google X laboratory products-blood glucose detection of smart glasses, is actually Microsoft's fallacy. Babak Parvis, the head of the project, also came from Microsoft. This projectMicrosoft is unknown, to Google by the media as the forefront of technology. Now Microsoft Research is becoming more and more like Google[x] labs, focusing more on turning cutting-edge technology into products. Its proud research progress in the direction of AI-speech recognition has been put into production as early as last year, driving the intelligent voice assistant Cortana (Chinese name: Natalie). She can handle more complex applications, understand more colloquial expressions, help users open apps, find a file, send and receive emails, display photos taken during a period of time saved on the machine-and Natalie will appear in desktop Windows 10, This allows Microsoft to get ahead of Apple and Google in its voice assistant's desktop side. Microsoft also intends to give the human emotion to Natalie, although we do not know when this thing will happen, and AI really go to the high intelligence of that step, what will affect human beings ... Cloud, Mobile, open, cool, Microsoft is making these new tags for itself. In the context of these key words, Microsoft hopes to be transformed from being needed and chosen to being loved by others. Will you fall in love with new Microsoft? Not。 But at least try to get to know it again.