Microsoft Shen: Behind cloud computing is the brutal global industry shuffle

Dr. Shen, from Microsoft headquarters, with the mayor of Seattle to visit Chongqing and attend the Chongqing Yun Bo, Microsoft Headquarters Senior Engineer, Microsoft Global Chinese Association president, Microsoft Asia Human Resources Vice Chairman, Global Cloud computing experts.

During his visit to Chongqing, Dr. Shen agreed to interview the Chongqing Times on behalf of Microsoft headquarters. This is also the first time that Microsoft headquarters in Chongqing publicly talked about the company in the cloud era of the global layout and strategic positioning of China.

Global Cloud Era

"Background" social networks, smartphones, interactive televisions, and decision engines, every new technology means a huge business opportunity and a new group of emerging companies. Behind all these new things is a core technology, the most popular term in recent years-cloud computing. The so-called cloud computing, is through the network of information resources Unified management and scheduling, in the information center of the data storage and processing, information resources from the implementation on demand.

Chongqing times: "Cloud computing" the word is very hot in China recently, some people think that the word was too hype. You are a global cloud computing expert, what do you think cloud computing is?

Shen: I summed up the nature of cloud computing into four words: "Return to the central". Just as the invention and popularization of electricity, the beginning as a new thing, the value of electricity is not understood by the public, so the use of electricity in the history of a decentralized period, that is, the era of small generators.

When the industry, social individuals are inseparable from electricity, centralized power plants came into being.

The information industry as the basic industry is the same, personal computers, mobile phones, television and other information technology widely popular, Microsoft is at this stage to become it giants. Today's cloud computing is the process by which global information resources evolve from a terminal to a central supply.

Chongqing Times: What does such a cloud era mean for our future life?

Shen: Cloud computing brings about technological change, business change, or government change. The information resources are cheap, stable, secure on demand, large data mining and intelligent analysis, rely on the central personalized terminals, will deeply change the current business and lifestyle.

Cloud computing will also bring a new industry, all you want to be unexpected, the future can be achieved. For example, "The Matrix" depicted in your neck after inserting a needle, you can enter a fantasy world, was kicked really hurt, dieting will really hungry, this combination of the game will not only appear in the film.

IT industry

"Background" in February 2011, Microsoft announced that it would work with Nokia to address the challenges of the smartphone market. In May 2011, Microsoft announced an offer of 8.5 billion dollars to buy Skype, the voice-video communications company. In August 2011, Google bought Motorola for 12.5 billion dollars. It industry is constantly in the wind, Facebook turned out to let a number of High-tech companies began to think, how to keep the company to maintain the momentum of innovation forever? Who will lead the future in the field of science and technology?

Chongqing Times: What does it mean for the advent of such a cloud era?

Shen: Any change is both a challenge and an opportunity, and there is a redistribution of benefits behind it. The development of cloud computing, as a global it change, is bound to be accompanied by a brutal global shuffle. Used to make phone calls, do the computer, do the Internet, do TV, do satellite, do software, do hardware, different It field giants, in the cloud computing Big integration transformation, now from different angles into the same battlefield, facing a new round of the fittest.

Chongqing Times: When does such a big shuffle begin?

Shen: In fact such a big reshuffle has begun. Traditional computer and Internet companies have been fully transformed, as are Microsoft, Apple, Google, IBM, Amazon, Cisco, Oracle, and so on. Recent facts and market research show that the traditional mobile phone industry is already facing out. I think the traditional TV industry is about to face a major crisis. This is "The generator disappears, the power plant establishes" the time, the world trend, mighty, does not change will be washed off, this is very cruel.

Chongqing Times: So what about Microsoft? Are you starting to change? How are you going to transform?

Shen: We are not only a transformation, we are a major global transformation. We have traditionally been software companies, and a few years ago we mentioned "software Plus service" (Software + Services) and now we say "Device Gayun service" (Devices + Online services). Microsoft CEO Steve Ballmer has also publicly announced that Microsoft will be "in the Cloud" (all in Cloud), China's Microsoft President Leung, Zhang also repeatedly stressed that Microsoft's strategy is "cloud strategy." These are subversive corporate repositioning.

A cloud app accomplishes a Google, a cloud terminal that makes an apple

"Background" Two years ago, Microsoft is the world's top High-tech companies in the well-deserved king, but two years later today, Microsoft weakened, the King easy. Microsoft has been squeezed by Apple to the top of the world's most valuable technology company. Microsoft's market position has been constantly challenged since the launch of Apple's iphone and ipad tablet. "Wall Street has seen the end of an era, and the new era has begun: the world's highest technology products are no longer on your desk, but in your hands." "The New York Times said that Apple surpassed Microsoft.

Chongqing Times: Google is Microsoft's main comprehensive competitor. What do you think of the rise of Google?

Shen: Microsoft is in fact one of the first companies to do the search, but did not see the profit point, free click How to make money ah? Unexpectedly, Google turned out to have created a business model of advertising profits. This is indeed the opportunity Microsoft missed. It also shows that big technological innovation is necessarily complementary to business innovation.

Now is the cloud era, looking back, search engine is actually a cloud application: User input keywords, instructions to the cloud, 0 seconds after the search results came back. Just didn't mention the concept of "cloud" at that time. Now Microsoft and Google are global drivers of cloud computing, in the cloud Center, online services, mobile devices and other areas of all-round competition, the future competition must be more intense.

Chongqing times: Apple is Microsoft's old rivals, and may be a bigger competitor than Google, how do you see Apple and its achievements in the cloud?

Shen: Apple's culture is well worth studying. It can be said that it was Microsoft and Apple together to achieve the PC era, but from a commercial competitive point of view, Microsoft won the game, Apple nearly bankrupt. After the new century, Apple's comeback, from the ipod, to the iphone, to the ipad, Apple's market capitalisation is now more than Microsoft and Google combined.

From the perspective of the cloud era, the iphone is not a cloud terminal? This is not a traditional mobile phone, nor a traditional computer, Apple with its foresight, with its hardware, software, content and design of the "four-in-one" core advantages, from the cloud terminal, and again back to the center of the IT industry.

So you see, a cloud application achievement a Google, a cloud terminal achievement an apple, the cloud era's power can be seen. Now the cloud era is just beginning, the drama is still behind.

Microsoft bets "Cloud"

"Background" October 2010, Microsoft released the Smartphone operating system Windows Phone, February 2011, Microsoft said Windows 8 will be compatible with tablets, and will open Apple-like App Store, September 2011, Microsoft released the living room terminal Kinect. In the face of a new era, strong opponents, Microsoft can return to the peak?

Chongqing Times: Microsoft in recent years in the cloud field as well, Microsoft has any macro planning to lead the cloud era?

Shen: Because of the reasons I just said, Microsoft's global strategy is to be fully committed to cloud computing, the cloud strategy. This coincides with the theme of Chongqing Yun Bo. As I mentioned earlier, Microsoft CEO Steve Ballmer has publicly announced that Microsoft will be "in the Cloud" (all in Cloud), which can also be translated as "all bets on cloud computing".

Chongqing times: Specifically, what does this global strategy include?

Shen: Specifically, from the product aspect we will launch "one cloud three screens". "One cloud" refers to the central processing system of cloud computing, such as the Blue Sky Platform (Azure), "three screens" means the handheld terminal, namely Windows Phone and other smartphones; desktop terminals, we will launch this year's landmark Windows 8; and living room terminals, such as Xbox, In particular, the Kinect does not need any controllers to interact with users directly by inducing user body movements. In addition, we will be committed to the reform of the business model.

China's strategic position is important

"Background" whether from the personal consumption market share, or from the Cross-border trade relations, the developing countries represented by China with the rapid momentum to overtake the developed countries, and gradually become the leader of global economic growth. How does Microsoft's Headquarters view China's strategic position and what is the strategic plan for China?

Chongqing Times: From the perspective of multinational companies, how do you see China's opportunities?

Shen: The international financial crisis, the debt crisis intensified, cloud computing and mobile internet has set off a new round of IT industry changes, the impact will be radiation 9374.html "> The World economy overall." For multinationals, China has gradually shifted from a traditional manufacturing center to a "second home market". Facing the future, China will no longer be a cheap production base or a large market, but will become a all-round development platform to promote the innovation, aggregation function and management elements of the products and business models of multinational companies.

Chongqing Times: What is China's position in Microsoft's global layout for Microsoft headquarters?

Shen: When it comes to cloud transformation, including both technology and business models, China has a pivotal role to play. Because of China's talent advantage, in the past we have more emphasis on Chinese research and development. In fact, the change of business model is more likely to break through in China! Recently, Microsoft has appointed the Microsoft Asia-Pacific Research and Development Group chairman Dr. Zhang as China Cloud computing president. At the same time, the headquarters passed the "China bigger" plan, the planning of China's market manpower, capital and expected output in the next five years will be doubled, the focus is on cloud computing.

Chongqing Times: The choice of China as a key country to reform the business model, is based on what consideration?

Shen: This is a prudent plan. China has the biggest market resources and the infinite rich application scene, but China's culture and the market and Microsoft familiar European and American countries are very different, this is attempts the innovation the condition. On the other hand, the Chinese government and Chinese enterprises attach great importance to cloud computing, Beijing, Shanghai, Chongqing, many cities are in full swing cloud base and cloud applications, this cooperation opportunities.

Chongqing Times: In your opinion, from the perspective of cloud computing, Microsoft to enhance China's strategic position in the global face of the biggest bottlenecks?

Shen: Many of Microsoft's cloud products and cloud apps were not released in China, a major reason being the lack of data centers in China.

Chongqing times: In China will focus on the development of areas, coastal or inland?

Shen: We are currently investing more in the coast. But considering that the coast is more developed than the inland, the market saturation is also higher and the cost is higher, especially considering the opportunity of China's western development, we will focus on developing inland.

(Responsible editor: The good of the Legacy)