A new Microsoft television ad, airing for the first time tonight, aims to introduce the public to the company’s new “devices and services” strategy — and implicitly helps to explain why Microsoft is prepping for a massive internal reorganization.

windowseverywhereThe ad, called Windows Everywhere, features products including Windows 8, Windows Phone 8, Skype, Office 365, Surface, Bing, Internet Explorer and Xbox Music & Video in quick succession. The tagline: “That’s the new Windows. One experience, on every device, for everything in your life.”

A Microsoft spokesperson says in an email, “The ad reflects the devices and services era that Microsoft is entering into and will be the first time people will see Windows 8, Windows Phone 8 and Surface in one ad. With this spot, the company is moving away from how it traditionally talks about individual products to showcase how its services light up across the multiple devices that people use.”

Microsoft’s impending reorg is designed, ostensibly, to reorient the company around this new strategy and make it easier to coordinate activities across the company’s product groups.

Mary Jo Foley, also noting the ad, reports on ZDNet, “I’ve heard that Microsoft could possibly appoint two leaders for each of its new business segments, so that “services” would have a head focused more on business needs and another focused more on consumer needs. If that happens, there’d be a new kind of “matrix” organization in place, with devices, services (and possibly software) being headed by multiple leaders.”

Funny story that I was told once by a Microsoft veteran: When the company launched its “Live Anywhere” vision for video games across PC and Xbox 360, the company had considered the name “Live Everywhere” but nixed it because it seemed too overbearing. (“Hey, it could be anywhere!” vs. “Yes, this will be everywhere.”) Back then, emerging from its antitrust era, the company was still sensitive to coming off as too dominant.

That doesn’t seem to be a concern anymore.

PreviouslyMicrosoft’s big reorg: What to watch, and what it means

Like what you're reading? Subscribe to GeekWire's free newsletters to catch every headline


  • guest

    Only MS could have yet another reorg purportedly aimed at improving efficiency that results in each business unit getting a duplicate “leader”.
    Fire Steve. Fire the Board. Heck, fire Mattrick after that E3 fiasco. Start over.

    • Agosto Nuñez

      Steve Ballmer is a great man with a great vision.

      • guest

        Who over the past thirteen years has systematically destroyed the dominant industry position he inherited, lost MS’s revenue, profit, and market cap leads, cut the share price in half, lost decade head starts in smartphones and tablets, and hasn’t been able to beat Apple or Google on a single new thing where they compete head to head. Now he’s even losing ground to them on MS’s legacy businesses. Great vision, assuming he even as it, is of little value without execution and results to match. And the latter, as demonstrated above, are objectively terrible.

  • Guest

    Buggy Whips Everywhere!

    • guest

      Faster horses!

    • Funny

      Get a life.

  • guest

    How long has this reorg been “looming” now? SMH…

  • Agosto Nuñez

    Beautiful campaign, reminds me of the Italian ”a new ecosystem” campaign for Windows 8 & Windows Phone 8.

  • Scarlett_Ang

    So, the new ad is telling me something I already do. (I own a Surface, Win Phone and PC with Win8). I can control my Xbox with my phone, integrate data through my SkyDrive. If I want something, I have it no matter where I’m locate. I really love it.

    • http://www.facebook.com/jasondouglasfarris Jason Farris

      Me too!

      • http://www.formativeinnovations.com/ Andrew (Toronto)

        Me three! I switched from my third iPhone to a Windows Phone 8 device and couldn’t be happier. The user experience on an iPhone cannot compare to the experience on a Windows Phone. Too bad more people aren’t open to change.

        • Jason Farris

          My experience is once I show someone how it works, they rush out and switch. It’s confounding that MS has waited this long to explain the true benefits, even in a brief ad.

Job Listings on GeekWork