Even though, Microsoft has been dominating the personal computer market with 90% market share, times have changed and users are preferring computing on tablets and smartphones. Microsoft understands that and today at the Worldwide Partner Conference (WPC) in Washington, D.C, Kevin Turner, Microsoft's chief operating officer admitted that its actual device share is only 14%.
“The reality is the world’s shifted, the world’s evolved,” said Turner. “We now measure ourselves by total device space. We have a much bigger opportunity than we’ve ever had in the past to grow our business, but we have to rethink how we look at our business.”
Turner emphasized that the company and its partners need to embrace a "challenger mindset." Things are much different now. "We can't stick with the status quo," Turner added. "We have to redefine how we think about the market." He also said that they have to think like a disrupter by differentiating Microsoft services and products from the competition. "We have to all have the ability to get there fast. And if we're going to fail, fail fast," Turner said.
Microsoft is aiming to take that share up a notch. Turner said, "We know we still have a lot of work to do, but we are making progress on this transformation. In fact, we're making really, really good progress. We want to go from 14% [device share] to 18%, from 18% to 25%, from 25% to 30%. That's the beauty of this model ... [the opportunity] is much bigger than anything we've had in the past."
The WPC is ongoing and you can watch the webcast here.