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Guggs: Great time to be a hardware partner

There has never been a better time for hardware assemblers to exploit the convergence and diversity of personal devices in the market today.

Guggs: Great time to be a hardware partner
Guggenheimer: Differentiation is key.

There has never been a better time for hardware assemblers to exploit the convergence and diversity of personal devices in the market today. That’s the view of Steve ‘Guggs’ Guggenheimer, the man at the helm of Microsoft’s global OEM division.

Speaking to GITEX Times yesterday, Guggenheimer said Microsoft innovations for the phone, slate, netbook, laptop, PC, gaming, TV and server markets were evidence of the growing need to provide a seamless experience across devices.

“There has never been a better time for our hardware partners in this industry, not because the market has gotten easy or because it is simpler in any way, but because of the diversity of what’s going on and the opportunity for continued advancements in the solution set. It is pretty phenomenal and it is moving very quickly. It is hard work, but it is a lot of fun to participate in an industry that is moving this fast,” said Guggenheimer.

Microsoft says that software which once used to be limited to the desktop PC is now being extended to multiple device categories to provide what it terms an end-to-end ‘connected experience’ story.

However, Guggenheimer warns that hardware partners which want to take advantage of this diversity need to demonstrate why they stand out from their competitors in the market.

“It doesn’t matter whether it is a large partner or a small partner, you still have to have that differentiation. It doesn’t matter with it’s your brand, volume or unique solution, you have to have some point of sustainable differentiation,” he said.

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