Microsoft Is Now In A Challenger Mindset, Admits That It Just Has 14% Share Of Total Devices

Windows Challenger 1

At Worldwide Partner Conference held today, Microsoft COO Kevin Turner made some bold statements regarding Microsoft. First of all, he said that Microsoft is aware of the fact that they own only 14% of the total devices shipped. But, it also represents a big opportunity for Microsoft. To grab that opportunity, a new mindset is required and he revealed that Microsoft has the Challenger mind set now.

“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.”

Windows Challenger 2Kevin also said that Microsoft will be a great challenger driven by disruption, differentiation and speed. Even if Microsoft fails, he said Microsoft need to fail fast, learn and fix the issues and keep moving.

Looks like Microsoft is well aware of the market disruption and making all the plans to make a come back in the industry.


  • Robert Sims

    Sounds good to me!

    • Tips_y

      Me too!

  • grs_dev

    Talk about creating a sense of urgency

  • LexicoRed

    This new world view based on reality is so much healthier for MS’s future then the Ballmer BS bubble he tried to keep the company in that setit back for so meny years.

    • Rikkirik

      Do not go bashing Ballmer, since Ballmer was the guy who made Microsoft ten times more profitable and set the stage to being a devices and services company. This was the basis for Microsoft to translate Ballmers vision to a productivity company. This translation was natural since it already began under Ballmer, since a lot of Microsoft services led to cost savings and productivity enhancements.

      • Emacho

        Ballmer didn’t set the stage. Nadella is dealing with the situation he was left and that is the direct result of Ballmer leadership.
        This isn’t a case where looking at the bottom line is all that counts. Compare the position Microsoft was in before and after Ballmer took over and it is pretty clear he made some massive mistakes and change of leadership was desperately needed..

  • Jim Cherry

    Microsoft has misstated the numbers here to give them an under dog feel. If they are at 1.3bill potential devices there is no way they are only 14 percent of total computing devices unless you count virtual devices. I think when they say they are at 14 percent they are looking at yearly usage numbers as in 300mill potential devices in comparison to the 2billion+ total devices sold.

    edit: change that ms states devices sold but a lot of people aren’t including that in the titles of there articles.

    • Tips_y

      The article reports that Microsoft said “only 14% of the total devices shipped”. Unless the rules of grammar have changed since I last looked, the word “shipped” is past tense and does not refer to the future. Also, the word “shipped” does not normally imply that all the units were bought, although it could include that meaning. And nowhere in the article does it say that Microsoft is claiming that they were all bought.

      • Jim Cherry

        Good point here’s hoping MS will adjust there mindset and maybe refer to devices sold in the future. Cause devices don’t really matter unless someone buys then uses them.