Microsoft: We have just 14% of the total worldwide device market

Times have changed in the technology industry, and Microsoft perhaps understands this better than any other organisation in the world. Once, Windows PCs were the de facto standard across both the consumer and business spaces, but the massive shift towards a more mobile future, and Microsoft's failure to react quickly enough to that change, has rocked the company in recent years. Massive declines in PC sales have forced Microsoft to fundamentally re-evaluate its perspective. 

At its Worldwide Partner Conference today, Microsoft chief operating officer Kevin Turner showed that the company appreciates exactly how great the challenges that it now faces really are, and nothing illustrates this more clearly than the slide below: 

While Microsoft still enjoys over 90% share of the PC market, its total share of all devices - including not just PCs, but also smartphones and tablets - is now just 14%. With over a billion Android devices now in the hands of users, this is not at all surprising. Microsoft's global share of the smartphone market alone is just 4%, while Google is intent on pushing Android beyond smartphones and tablets and on to more laptops, PCs, wearable devices, TVs, cars and any other devices that can possibly handle it. 

But Microsoft isn't giving up. "There is a new reality in this 'total' world of devices," Turner told the audience of Microsoft partners, "and this 14% presents a great opportunity for us to embrace that. And in this new world of 14% share, we have to have a new mindset. Because when you're in a 90+ percent share world, you have a 'protect and preserve' mindset. When you have a 14% share, you have to have a 'challenger' mindset." 

He added that this new challenger mindset will be driven by the need for market disruption, and that this needs to come not just from Microsoft but also from its partners. Differentiation is a further important factor, making sure that its products are unique and special enough to stand out from the crowd. 

Finally, he said, speed will be an essential part of growing beyond that 14%. "We have to get there fast," he added, "and if we fail, we have to fail fast and learn fast. But do it, try it, fix it." 

This is a very different Microsoft from the days of old - one not afraid to admit its weaknesses while still playing to its strengths. For now, the company is making all the right noises - but only time will tell if it can move fast enough to grow from "from 14 percent, to 16, 18, 20, 25", and beyond, as Turner hopes the company eventually will.

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But what is devices?

does it include printers router modems gsp devices etc? it think 14% of devices is not that bad so many connected devices today

I believe, generally, they are referring to those which have human interaction: PCs, smartphones, tablets, wearables and any other newer concepts coming down. The only reason they are as high as 14% is BECAUSE they are including PCs.

may be the case but printers, router, modems, gsp devices, servers etc all have this no?

however the pc will indeed be the biggest of them all but also for me the most important.

but they are not saying 14% is allot so good sign they know here they stand and how to improve.

They'll get there surely. There's a reason they are the fastest growing mobile OS and the others have slowed down. They'll never lose the PC marketshare, but for mobile devices there's TONS of potential. Especially now that the OS itself is pretty much on par with features with the competitors and the official apps are coming in by the loads every day (if you've been keeping up on WP sites like WPCentral). Good times for WP users. :D

Funny. Android sold 450 million to over 700 million units over the previous year. The increase is almost 300 million units. What's Windows Phone? A miniscule jump from 16 mil to 30 mil? Don't forget about Apple. At this rate it'll only be a pipe dream for Microsoft and its fanboys to have dominance of the mobile computing market. It will never catch up.

So why are they still faffing about with WP then? The Skype client is still crap (to name just one app), what do they expect when all their services are better (and constantly being made better) on competitors platforms? Gits.

efjay said,
So why are they still faffing about with WP then? The Skype client is still crap (to name just one app), what do they expect when all their services are better (and constantly being made better) on competitors platforms? Gits.

I agree 100%. The live tiles on Android are so much better, eh?

I would've much rather have seen on that last slide "Compatibility" or "Cross Platform".

I hate the idea of MS wasting time being a "me too" company and making a smart watch.

However, I LOVE the idea that the rumor says it will work with ANY base phone device. That is awesome.

would someone please define "devices" because my smart TV could be a "device", my smart refrigerator could be a "device" my car's computer could be a "device"

Big words but so far the strategies MSFT has deployed have not had a significant impact. IMO they would be wise to fight the fights they can win (EU/Far East) instead of pouring resources into a losing battle (US market).

paulheu said,
Big words but so far the strategies MSFT has deployed have not had a significant impact. IMO they would be wise to fight the fights they can win (EU/Far East) instead of pouring resources into a losing battle (US market).

Greetings from China. The BIG market. The USA isn't that important these days - small backwater market that's ten years behind us over here in Asia. So who cares?

*clap clap clap*

Finally, its good to hear MS acknowledge this. I feel the only way to move forward is to realize there is a problem in the first place and they have been so hard headed and just did not want to see the truth or at least admit to it publicly...I think that his i a big step now lets see what they can do.

The biggest barrier for gaining market share in the mobile space is that Microsoft is very poor with respect of search and related services internationally.
Bing sucks outside of the US!

When Apple used Bing as search engine for iphone this has been almost a reason to buy an Android phone because Bing only reveals crap (at least here in Germany) !

Klayer said,
When Apple used Bing as search engine for iphone this has been almost a reason to buy an Android phone because Bing only reveals crap (at least here in Germany) !

Maybe that's all there is in Germany?

And apparently all too many of you would like to see Microsoft's share decrease- if not disappear altogether - egardless of WHAT Microsoft brings to the table. Most of you either have a vested interest in, or an illogical desire to see, Microsoft remaining a PC-shackled company.

It goes to show that you can only screw people over so many times before they catch on, and become indifferent to whatever a company brings to the table. I for one wouldn't mind seeing this wretched company die off altogether.

Pluribus said,
It goes to show that you can only screw people over so many times before they catch on, and become indifferent to whatever a company brings to the table. I for one wouldn't mind seeing this wretched company die off altogether.

As a long-time and professional computer user/developer, it's been my experience that the company that has "screwed" their customers over and over and over the most is BY FAR Apple. Google isn't far behind them though, selling every miserable scrap of data about you to advertisers, governments and anyone else willing to write a cheque.

Major_Plonquer said,

As a long-time and professional computer user/developer, it's been my experience that the company that has "screwed" their customers over and over and over the most is BY FAR Apple. Google isn't far behind them though, selling every miserable scrap of data about you to advertisers, governments and anyone else willing to write a cheque.

Companies will only go as far as people let them. The same applies to government as well.

Major_Plonquer said,
They just legalised marijuana in Washington State. So "innovation" should be no problem then.

This made my day.

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