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    Microsoft’s Panos Panay explains how to balance the Surface and satisfy OEMs

    Microsoft Corp. Panos Panay, Chief Product Officer of Panos Panay, will be showcasing the new Surface Laptop 3 computer at the Microsoft Product Event in New York, USA on Wednesday, October 2, 2019. Google’s Android operating system is back in the market, which ended a few years ago.

    Mark Cowes Larich | Bloomberg | Getty Images

    Microsoft’s Chief Product Officer, Panospanay, plays two conflicting roles for the company.

    On the other hand, he has been hype Microsoft Surface PC since Microsoft announced the first tablet in 2012. Responsible person For the Windows user experience. This means you need to convince PC makers to ship and promote newer versions of Windows, even if Microsoft is in direct competition.

    As Microsoft begins offering upgrades, its dual role will be fully visible this week. Windows 11, The first new operating system since 2015, At the same time its launch latest Surface computer..

    “I’m currently spending as much time with OEMs as Surface,” Panay told CNBC.

    He didn’t say whether Surface or Windows was more important than the others, but Windows licenses bring significantly more revenue to Microsoft than Surface computers. Morgan Stanley estimates that Microsoft will generate $ 13.3 billion in Windows OEM revenue and $ 6.5 billion in Surface revenue in fiscal year 2021.

    However, Windows licensed partners do not always support Microsoft’s move to step on their territory with their own tablets and laptops.Acer’s CEO Financial Times When Microsoft first introduced the Surface tablet in 2012, it had to “think twice.”and Asus reportedly felt blind When Panay unveiled the Surface Book (similar to a traditional laptop computer) in 2015.

    When Panay speaks at a Microsoft event Latest Surface computer, He is almost unnaturally enthusiastic and strangely concrete about hardware components. Now he said he’s excited about the variety of consumer and organizational options, regardless of who builds the hardware. He likes to use the word “pump”.

    “OEMs offer customers choice,” Panos said of Microsoft’s partners. “It’s not just about making choices. What do you want to achieve? You can choose the device that suits you.”

    “A place of equal competition”

    2016, Microsoft announces partnership We worked with Lenovo, the world’s largest seller of PCs, to prevent potential conflicts between the Surface business and Windows.

    “We have reached a very simple approach … we call it a place of equal competition,” said Lenovo’s global strategic alliance, which has known Panay for 15 years. The leader, Christian Eigen, said. “This means that Microsoft does not offer features exclusively to the Surface from an operating system perspective.”

    Microsoft and Lenovo CEOs communicate four to six times a year, and lower teams in the organization speak 12 to 24 times a year, Eigen explained.

    Microsoft has also improved communication with partners around Windows 11.

    “It was definitely a much more transparent, open and kind of collaborative development,” said Eigen. He joined Lenovo, the world’s top PC maker by shipment in 2011, and participated in the release of Windows 8 in 2012 and Windows 10 in 2015.

    Steven Sinofsky, who oversaw the release of Windows 7 and Windows 8, sought a different approach to communicating with partners in 2018. He said in a blog post When the direction changes, the company looks bad and can cause problems for partners and customers.

    Microsoft Corp at that time. Steven Sinofsky, President of Windows Group, will speak at an event held in New York, USA on Thursday, October 25, 2012.

    Scott Ales | Bloomberg | Getty Images

    Panay has emphasized communication, including communication with outsiders. As soon as he took on the role of Windows last year, he started meetings with employees of chip makers such as: AMD When Intel, As Lenovo, Samsung and other PC makers.

    “My overall goal is,’Hey, what do your customers need?’” This is from an OEM brand perspective, “says Panay. “Same as Surface.” What do Surface customers need? “Ultimately, they are all Windows customers. He said there was input on all Surface models, including: Surface Laptop Studio PC released this week.

    Since Microsoft released the details of Windows 11 in June, people have been discussing the company’s claimed minimum hardware requirements. Security chip..

    Eigen said the upgrade hurdles aren’t that big.

    “I think Microsoft has made the right decision to say,’At some point, we need to improve our operating system,’” Eigen said. People buy new smartphones every other year, but he said he’s used to buying new PCs every six to seven years. The industry needs to do better to motivate people to buy new devices, he said.

    Big release when there is a global chip shortage

    Lenovo Chairman and CEO Yang Yuanqing (center) at Microsoft CEO Satya Nadella (left) and Intel CEO at the Lenovo Tech World event at the China National Convention Center in Beijing on May 28, 2015. Take a picture with a Brian Krzanich. Lenovo launched a series of new products during the day’s event.

    Visual China Group | Getty Images

    Will Windows 11 drive an upgrade?

    The big problem is that the PC update cycle is mostly affected by a wider range of economic and social factors, regardless of what Windows 11 does to sell the PC or what Microsoft does with the operating system. Is that?

    Windows 11 includes a redesigned Start menu, better trackpad and touchscreen controls, buttons for placing multiple programs on the screen, and access to Android apps. That alone may not be enough to get people to throw away their Windows 10 computers.

    “I don’t think they will sell well outside the gate,” he said. Michael Cherry, Senior Analyst at Directions on Microsoft, talks about the new Windows 11 PC. Early adopters may buy them at first, but due to lack of chips, people won’t suddenly get a new computer running Windows 10, according to Cherry.

    In the PC market, shipments increased 13% year-on-year in 2020. Fastest growth in 10 yearsAccording to a quote from market research firm IDC. And many of the computers I bought last year can be upgraded to Windows 11 for free. Even if many people continue to work remotely, the buying frenzy may not last that long. IDC forecasts 14% growth in 2021, but shipment growth in 2022 is less than 2%.

    However, Panos argued that some features of the Surface are now more appealing to customers.

    “Why do you put your camera and microphone on your Surface?” You’ll be asked that question, “he said. “Can you imagine trying to ask that question today?” Cameras and microphones now allow people to virtually meet colleagues, classmates, and family members via a computer.

    The new look of Windows also means something. The new version of Windows makes a difference in people’s willingness to spend money, Bird said.

    Lenovo’s Eigen said he hopes Windows 11 will accelerate the cycle of people replacing PCs. Young people may want to graduate just by owning a smartphone, but older people may want to upgrade because the PC is easy to use with Windows 11.

    Panay’s optimism. He said Windows 11 will eventually become more popular than Windows 10 with more than 1.3 billion monthly active devices. He didn’t say when that would happen. Support for Windows 10 will end in October 2025.

    “We have to see what our customers think,” Panay said. “We are very inspired to listen.”

    look: How Microsoft Creates a New “Cloud PC Category” in Windows 365

    Microsoft’s Panos Panay explains how to balance the Surface and satisfy OEMs

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