All Articles by Jason Ward

Microsoft must launch a Surface phone — and get it right the first time

Smartphones are the gateways to many tech companies' broader ecosystems. Sadly, history proves any attempt by Microsoft to fill that void in its ecosystem is a huge gamble.

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Even without consumer-focused HoloLens, Microsoft must market AR sooner than later

Even without a consumer-ready HoloLens, Microsoft has an "augmented reality" story to tell. But it must market that story, as well.

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Ambient computing: Will Microsoft's lack of consumer focus hurt its future?

Personal computing is consumer-driven, founded on a multi-devices experience and is approaching an ambiance. Without broad consumer presence Microsoft may miss the coming shift.

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Can Microsoft keep up with Apple in the race for AR/VR supremacy?

Microsoft is an industry leader in augmented reality and virtual reality thanks to HoloLens, Windows Mixed Reality and the company's partnerships for VR headsets. With a single update in iOS 11, however, Apple is poised to become a legit challenger.

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Effective marketing will be key to Microsoft’s Windows Mixed Reality success

Consumers know nothing about Microsoft's HoloLens, its Windows Mixed Reality vision or its strategy to turn consumers into creators of mixed reality content with Paint 3D. Marketing matters, and so far Microsoft has dropped the ball.

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If 3D is for everyone, why isn't Microsoft marketing Paint 3D to anyone?

Microsoft said its bringing 3D to everyone with Paint 3D. Sadly consumers don't know this because Microsoft hasn't told them.

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Microsoft must passionately market Surface Laptop to take on Apple's MacBook

Microsoft wants MacBook-loving college students to switch to its new Surface Laptop. But is the company's marketing team ready to take on Apple?

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Without 'cool factor' Microsoft may never see true consumer success

Microsoft is one of the world's most recognized brands. Sadly that recognition has not translated into widespread consumer success. That needs to change.

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Seeing Microsoft's mobile future requires big-picture perspective

Does Microsoft have a mobile strategy? Yes, but to see it you must look beyond the yearly cycle governing the smartphone industry.

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Is Microsoft following Google's lead on AI?

One year after Google shifted from a mobile-first vision to an AI-first one, Microsoft did the same. Is Microsoft following Google?

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Is Microsoft copying Google with its Fluent Design System?

Three years ago, Google introduced developers to its new design system, called Material Design. This year at Build, Microsoft announced its Fluent Design System, meant to address the same challenges Google faced. So is Microsoft following the leader?

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Microsoft WILL release a Surface 'phone' — but it could take a while

Microsoft's Surface 'phone' strategy is long-term and includes many parts, but the company will launch such a device once all the pieces are in place.

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Dystopian abuse of Microsoft's powerful AI camera tech is all but inevitable

Microsoft's AI-driven camera technology recognizes people, places and objects via millions of cameras already in use. Is a hyper-surveillance dystopia our future?

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Microsoft must manage consumer expectations of Windows 10 S to avoid PR nightmare

Microsoft said Windows 10 S is the Windows we all know. There's one major difference, however, that could be problematic for consumers and a real PR issue for Microsoft.

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Why Windows 10 S, Project Centennial are critical to Continuum's success

Microsoft bet big on Continuum's ability to give a phone a desktop experience. Modernized Win32 apps via Project Centennial and UWP are critical to that scenario, so getting developers on board with Windows S is a necessity.

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With Windows 10 S and Surface Laptop, Microsoft takes aim at Google and Apple

Microsoft lost ground to Google in schools in the U.S., and MacBooks appeal to many college students. With Windows 10 S and the Surface Book, Microsoft is striking back. Here's how.

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Microsoft WILL address mobile at Build — but not how you expect

Windows phone fans are hoping for at least a tidbit of information on Microsoft's mobile strategy from the upcoming Build developer conference. They'll get it ... but maybe not in the way they expect.

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Windows 10 S breathes new life into UWP — and paves the way for 'Surface phone'

Microsoft's introduction of Windows 10 S finally gives developers a compelling reason to invest in Project Centennial and the Universal Windows Platform (UWP).

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Why 'Xamarin' is the future of mobile for Microsoft

What if Microsoft could convince developers that there is a single "mobile" platform to develop for, rather than three distinct platforms, iOS, Android and the oft-neglected Windows? That should be exactly what the 'Xamarin' tools do.

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Should Microsoft ditch Windows Mobile and embrace Android?

After years of struggle, it seems like Microsoft's Windows Mobile vision is doomed to fail. Some, such as former CEO Steve Ballmer, argue that Microsoft should dump Windows Mobile for Android. But we're not so sure ...

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