t’s no secret that the de facto dominance of the traditional PC — and by extension, that of the Microsoft Windows operating system — has been declining in recent years. Microsoft and its partners got caught sleeping as new tech trends chipped away at their relevance and market share. However, Microsoft COO Kevin Turner revealed at the 2014 Microsoft Worldwide Partner Conference that Microsoft is prepared to face that challenge head on.
There have been two existential threats to the traditional Microsoft Windows PC ecosystem. The first was the rise of mobile devices and cloud services. The convenience of ubiquitous access to information and services from smartphones and tablets has relegated the traditional PC to the status of a second-class citizen for many users. The mobile device is the primary computing device, and the PC is there as a secondary device for more mundane productivity tasks that don’t translate easily to a mobile platform.
The second threat was the introduction of the Chrome OS by Google and the advent of Chromebooks. The cheap pricing of many Chromebooks is enough to overcome the Google-centric, cloud-dependent nature of the devices — leading many would-be PC users to choose price over function.
Kevin Turner let it be known that Microsoft isn’t sitting idly on the sidelines. According to The Verge, Turner stated, “We are going to participate at the low-end. We’ve got a great value proposition against Chromebooks, we are not ceding the market to anyone.”