August 23, 2006, at the Renaissance Hotel Moscow held a meeting with the senior director of worldwide marketing MED Microsoft Tony Mestres. In a conversation with Mr. Mestres, we learned about Microsoft's plans for mobile devices, the company's vision near and distant future, as well as some other facts, which are offering you.
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HPC.ru: Do you have Microsoft specific plans to promote mobile technology in Russia? What? Mr. Mestres: Yes! We are very serious about what to bring our Windows Mobile solutions to the Russian market. To do this effectively, in any country will have to perform a number of requirements. I'll tell you about them. Necessary to ensure the availability of high-grade infrastructure partners, who will become the basis for the functioning of the whole system. Each of the partners at the same time will solve their problems, are links in the chain. First, here are the companies producing devices that will provide the market with the device. Secondly, this communication operators and software developers who can develop and offer new programs and services. Finally, a network of retail sales, designed to bring to end users for new devices and technologies. Of course, in the overall mechanism most directly involved, and Microsoft's own resources in the country. Their task - to spread information about Windows Mobile solutions on the market and provide full support to users and customers, both corporate and consumer sectors. Now we have the impression that all the elements of the partnership system, all necessary resources in the Russian market we already have. Currently, we do invest in development programs of sales and marketing, to information on proposed solutions to reach the market as efficiently as possible, thereby stimulating demand for these services. HPC.ru: Will MS to develop or organize the development of its own device or other mobile device, PDA-class? Can you comment on the rumors about Xbox Mobile (or Portable) and its own model of PDA? Mr. Mestres: In regard to business related to Windows Mobile, we are very strictly adhere to the orientation of an affiliate model work. Because we believe it is better to completely take over the job on a piece of software, offering a superb operating system that can operate effectively in the target environment. Task is to develop and bring to market hardware devices solve our partners with relevant expertise. Providing network services handled by other partners and so on. So we sozdadaem most effective in our view the environment from the standpoint of most wide innovation on the market. HPC.ru: What can we expect in the near future in the sector of Windows Mobile and Windows CE. NET? What are the longer term plans? Can we expect a fundamentally new operating system kernel Windows Mobile? Mr. Mestres: Not so long ago, we started to actively transfer commercialized OS Windows Mobile 5.0 technology with Direct Push. And just recently announced the Windows CE 6. Now we are fully focused on the development of both these platforms. In particular, in the case of Windows Mobile 5.0 operating system focuses on the development of communication services and opportunities for the exchange of messages. Here we focus on active users of mobile systems, such as IT-specialists. In the future we can expect further work on innovative solutions in a given area. We want to offer products that provide good job opportunities in the field of communication. Thereby creating more opportunities for use of mobile devices and technologies to improve productivity and organization of new application areas. HPC.ru: And what about more distant plans? Mr. Mestres: In the future we can expect an expansion of the target audience (users of mobile technology. - Ed.).We will focus also on other user groups, thus facilitating their transition to the so-called digital lifestyle. That is the current target group on which we focus - it is a highly skilled users, who are well versed in the art, and are ready to use it as a professional activity, and in everyday life. If we talk about the future, and not-so-distant, then as the technological and market developments, we see that solutions based on Windows Mobile for many people, become an example of transition of technology from high level to the discharge shirokoupotrebitelnyh that everyone will enjoy. Let's talk about the so-called "digital divide". Just a few years ago in many parts of the globe, including in Russia, this digital divide is manifested in the fact that there was a boundary between people who are used solely voice telephony, and another group of people who use a computer. And now we see a trend where, as technology, information of various kinds are increasingly part of its beginning to spread in digital formats. Blurs the line between the method of transmitting information used in professional activities, and ways to feed media and news channels, entertainment information. With the development of networks, hardware and software solutions, things start to merge into a single information environment. As a result, we obtain the result - powerful software running on the basis of small devices and using a wider data channels. HPC.ru: What is the importance for Microsoft Embedded Windows CE. NET? Is it possible to compare the perspectives of these systems and systems based on Windows Mobile? Mr. Mestres: For Microsoft Windows CE system is one of those products, which is characterized by the fastest business growth. We believe that the niche market for Windows CE and Windows Mobile at this point very clearly delineated and defined. Over time, we observe the emergence of a growing number of smart solutions based on embedded operating systems. Ranging from gas stations to home appliances such as refrigerators. All they would need a powerful operating system Windows CE. Recently we are working very hard in the first place, with appropriate software developers by providing special tools, which allow the implementation of some very interesting decisions on the basis of Windows CE for embedded systems. And, our feeling is that everything we do in this direction is quite different from our work on Windows Mobile. Because Windows Mobile, primarily focused on the world in which we use a handheld portable devices, each of which more and more like a PC. At the same time, I want to say that I am quite clear about the vision for the future of the world, when so many people, a variety of devices will interact with each other. I can cite an example, when you are using your device to Windows Mobile operating system scheduler zaneset in a campaign to shop, but your intelligent refrigerator immediately load a list of products that, in his opinion, it is necessary to replenish shelves. For example, you have finished the milk, and before sending the empty package in the trash, you inevitably carry him past the scanner, refrigerator, and refrigerator is aware that the milk in it anymore. Something like this might look like the scenario of interaction between devices operating on Windows CE and Windows Mobile. In the future, things may look that way. And now, even though these products are interrelated, but still quite clearly separated. HPC.ru: How, according to Microsoft, the launch platform has successfully passed the UMPC? How is the situation now? Mr. Mestres: Imagine the world of computer technology, and try to draw a diagram with axes X and Y. Smartphone Windows Mobile will be presented to him at the bottom, as the most compact. This will be one point of the axis. Above Windows Mobile Pocket PC, then UMPC, Tablet PC and then further laptops and desktops. Thus, we have a solid number of different devices, in which a consumer can find just exactly what he needs. Each of these platforms focus on certain categories of users.I think that the opportunity to provide various consumer groups full breadth of choice - the best option approach to the market. HPC.ru: What can you say about the price of UMPC? Do not you think that UMPC are too expensive for your niche? Mr. Mestres: The situation is similar for every niche of our imaginary graph. With the development of each version of the OS is becoming more innovative features and new consumer properties of increasingly low prices. With regard to computer technology, always acting the same rule: in order to create conditions to reduce the prices of such devices as smart phones, PDA or UMPC, is necessary to achieve a certain volume of their production and marketing. HPC.ru: Currently available only for development tools for WM5 (talking about C + +, not C #). Why is this so? After all the programs in the presence of free tools could be more. Do you expect to release of free development tools? Mr. Mestres: Here's the thing. Microsoft built its business based just on the developer community. I think that is the model on which we provide support and tools to developers, has already proved its effectiveness, and it is not expensive for developers. We feel that the development tools that we offer - the best on the market. At this point we have confirmation from users. Use values that get their hands on the developers is extremely high for them. HPC.ru: Thank you very much for your time and answering our questions. Good luck on the Russian market of mobile technology.