Microsoft's next three-point strategy focuses on experiencing consumer experience

"The future strategy is, first, Microsoft will be unified interface; second, Microsoft will be bundled with chip manufacturers; third, we have the standard of hardware, such as how much the camera will take. We don't want consumers to experience different kinds of phones. ”

With the explosive growth of the global Intelligent Mobile Terminal market, the domestic related industries are realizing the leap-forward development with the growth of geometric level. Global smartphone shipments will grow to 982 million in 2015, according to U.S. International Data Corp. Such a big cake, attracted the various enterprises of the scramble to eat, Microsoft is no exception.

Last week, Microsoft released WindowsPhone7.5 in China. Microsoft's CEO, Leung, interviewed the daily economic news reporter, NBD, on Microsoft's overall strategy in the area of mobile Internet.

WP7.5 is not a transition product

NBD: The upcoming WINDOWS8 will support mobile devices, would this make the WindowsPhone7.5 system a transition product?

Leung: I don't know why you use the word "transition". Our core is cross-platform, so every operating system, including WindowsPhone7.5, is not a transition. It is important for us that the consumer experience is consistent and the developer is using the same development tool.

NBD: How does Microsoft attract developers who have profited from Apple's iOS platform?

Leung: On the one hand, we will adopt the system of flexible means to attract developers, on the other hand, Microsoft has more than 30 years of experience in development, to help developers quickly develop applications, faster return, which is Microsoft's strengths. At the same time, Microsoft has done a lot of work to move the existing popular applications faster to Microsoft's platform; Third, our operating system is cross-platform. One development, can be applied at different terminals, can reduce the cost; four, our system is somewhat different from the other two systems (iOS and Android). One is too closed and the other is too open, an application may need to be developed several times. The advantage of Microsoft is that it can be used in Nokia, Samsung, ZTE and HTC only once.

NBD: The apple system allows only one appstore,android to have many stores, Windows how many app stores are allowed to coexist at the same time?

Leung: One is Microsoft's Mall (marketplace), there is the mall inside can have OEM custom shops, such as Nokia, HTC, like "Shop in the store", but the main line or marketplace. Overall, our ecosystems are friendly to partners and developers.

NBD: How does Microsoft plan to develop China's tertiary market in the future? Can you disclose the next stage of cooperation with domestic mobile phone manufacturers plan?

Leung: Now that the two-tier cities have begun to develop, it is certain that the entire retail system will be built and may not only involve tertiary cities in the future. There is nothing to disclose about the cooperation of the manufacturers. Microsoft welcomes local vendors to collaborate.

Microsoft's goal is to be the first

NBD: How much do you think the Windows platform can account for in China's smartphone market? What is Microsoft's strategy in terms of software bundle hardware?

Leung: Microsoft's goal must be first. We have a huge ecosystem, working with many hardware vendors and working with many application developers. Some developers who used to do PC development, Microsoft can bring him to Windows, but also can bring Windows developers to the PC. Microsoft used to be too open, I gave you a platform, anything can be put in, resulting in inconsistent experience. The future strategy is, first, Microsoft will be unified interface; second, Microsoft will be bundled with chip manufacturers; third, we have the standard of hardware, such as how much the camera will take. We don't want consumers to experience different kinds of phones.

NBD: At present, the difference between Windows products is not very big. For many OEMs, they do Windows products with a difference of only two points, one is the appearance, one is the built-in services, such as Nokia maps. But by contrast, Android can make a variety of differences, and consumers can have a lot of choices. For Windows, will Microsoft loosen its grip on it, make it more diverse, and give consumers more choice? The second problem is that other home cloud services are closed, what is Microsoft's cloud service like?

Leung: The difference in application can also be done on the same platform. Manufacturers can do the application on our platform, do service, fully support our partners, their services and applications as soon as possible to provide consumers. For example, now you go to buy a TV, you do not care about what the TV operating system. If I as a user, I no matter which operating system, who experience the best, (at different terminals) experience the same, I choose Who. So for users, more should be valued what application, what service.

We have too much cloudy service, and Microsoft's cloud services are very open. Like Office360, consumers can use our office in the cloud, whether they use a tablet, a cell phone or a browser.

It's hard to filter all applications

NBD: There is a problem with the App Store: if there is a very good and very hot application, there will be a lot of shanzhai apps in the market right now. Does Microsoft have any mechanism to protect the interests of the creators?

Leung: Microsoft's Mall (marketplace) has some processes to verify the quality of the application, but sometimes it does require a developer's self-control. Because as a platform business, it is difficult for Microsoft to screen every application, do original and cottage comparison. Intellectual property protection is a very big challenge in China. In the face of piracy, counterfeiting and cottage, we should come together to do a good job of the whole environment. Or now there are Angry Birds, tomorrow to get an angry panda out what to do? Therefore, I hope that we can promote the protection of intellectual property rights together.

NBD: Now Intel's smartphone chip has been out, and the second quarter will have the relevant products out. Windows any earlier contacts? Wintel cooperation has 10 years of history, and then in the Windows platform will there be wintel cooperation?

Leung: We have been working with Intel for decades, but there is nothing to say about Windows's cooperation with Intel. Many people think that Wintel is a monopoly, but it is not true. Our collaboration with Intel has made a very complete and standard ecosystem. Some people want to do pc, use Wintel is simple also specification, but if use other, like Android, it is very troublesome.

NBD: Some time ago particularly popular with a word to prove WindowsPhone7.5, if let you use a word to recommend to the user, what is this sentence?

Leung: What we value most is the user experience. (Our software) in the cloud that is seamless connection, whether in mobile phones, tablets, or in notebooks, PCs, are the same feeling.