“We have bigger hopes, higher aspirations for Windows,” Microsoft CEO Satya Nadella said on Wednesday, standing on a stage above a secret room filled with crazy holographic technology. “We want to move from people needing Windows to choosing Windows, to loving Windows. That is our bold goal.” He’s right: love is a problem that Microsoft needs to solve.
I use Windows because out of the options, it’s the one that bugs me the least. Now, I have a tendency to dislike all software – it’s crazy how many faults and problems we accept in software – so it’s unlikely they’ll ever get me to ‘love’ anything, but I still get the general idea: without dominance, mobile users need to choose Windows willingly. This is new ground for Microsoft.