At Microsoft's Build conference, held this week in Redmond, Wash., the software giant's main objective was to entice developers and programmers to go forth and create apps for the Windows 8 and Windows Phone 8 ecosystem.
The company has apparently succeeded in wooing at least the Microsoft faithful, although there are questions about how many existing and new customers will ultimately jump to the dramatic revision of the company's flagship operating system.
Microsoft CEO Steve Ballmer showed off a variety of devices running Windows 8, from a tiny 10-in. touchable tablet to a huge 82-in. Perceptive Pixel touch-enabled display. Along with those devices came the showcase of the Windows 8 software itself as Ballmer demonstrated how Microsoft's services make transporting settings, data and personalizations across a user's tablet, desktop PC and phone appear to be transparent.
Along with this transformation comes the necessity of encouraging and kindling an ecosystem of apps and value-added services from those outside of Microsoft. As the company wrote in its recent 10K filing with the Securities and Exchange Commission, "The strategic importance of a vibrant ecosystem increases as we launch the Windows 8 operating system, Surface devices, and associated cloud-based services."
Surface is Microsoft's new family of tablet computers.
Crystallizing the opportunity
During his keynote presentation on the first day of the conference, Ballmer outlined the number of potential users and devices that developers can target. According to Ballmer, there are 670 million Windows 7 users potentially upgrading to Windows 8, and 400 million new unique devices these customers have that can take advantage of at least some of the new features and the environment in Windows 8.
Ballmer also showcased the large marketing investment Microsoft is making to raise the awareness of Windows in the marketplace. "You won't be able to turn on a TV or open a magazine without seeing a Microsoft Windows ad," Ballmer said Tuesday.
Some developers see the release and general availability of Windows 8 as a catalyst for examining different tablet solutions. "We've now got to a point where businesses can start looking at the opportunities of Windows tablets properly," said Matt Baxter-Reynolds, an independent software development consultant and author of Programming Windows 8 Apps with C# (O'Reilly, 2012).
"Enterprises need to start evaluating Windows 8 in mobile scenarios today to understand what, if anything, they can take advantage of there. Enterprises are being pushed to deliver tablet solutions, and now there is an alternative to simply choosing the iPad," Baxter-Reynolds said.
Microsoft made its first tablet PC specification available in 2001 -- and this specification was adopted by other manufacturers beginning in 2002 -- it was always considered a standard PC, with no special interface or applications other than simple ink and electronic pen support. Windows 8 provides, for the first time in Microsoft's history, a specialized environment specifically meant for consumption on touch-sensitive tablet form factors.
Shane Milton, founder of the IndyALT.NET group in Indianapolis, Indiana, noted the new attention Microsoft is giving to these devices. "Microsoft seems like they really mean business backing this new hybrid tablet form factor, and they're really onto something," Milton said.
Other developers said they believe the new hardware devices entering the market will stoke demand on their own. "Sexy hardware choices, like the Surface, will lure consumers [to Windows 8]," said Samidip Basu, manager of Microsoft mobility solutions for Sogeti USA, in Columbus, Ohio. Besides devices, the new Microsoft interface that runs Windows 8 Store apps -- what the company previously termed Metro apps -- is seen by some developers as breakthrough.
"Edge to edge, every pixel of Windows 8 apps is for us to shine," Basu comments. "Many developers are digging the immersive user experience offered through content over chrome," referring to Windows 8's design predisposition to display app and user content rather than rely on menu bars, toolbars and other application interface-related elements.