The Limited Times

Now you can see non-English news...

Reboot of a giant: How Satya Nadella succeeded in rebooting Microsoft


Unlike tech giants like IBM or Oracle, the software giant has managed to reinvent itself. Since Nadella took office in 2014, Microsoft's stock market value has increased more than fivefold. But now it's getting serious - and the pressure to succeed is enormous.

Icon: enlarge

New shine

: Only Apple and Saudi Aramco are rated higher than

Satya Nadella's


on the stock exchange


Photo: Charles Platiau / Reuters

In cooperation with "The Economist".

After the reboot

How Satya Nadella turned Microsoft around

Now for the hard part

When Satya Nadella became the third boss of Microsoft in 2014 one photograph captured the moment.

It shows him flanked by Bill Gates, the co-founder and chairman, and Steve Ballmer, Mr Gates's successor as chief executive.

The two white tech tycoons strike a confident pose in casual dress.

Mr Nadella, an Indian-American, skulks in a suit, smiling awkwardly.

He had a reason for that awkward smile.

The company was in a ditch.

While it hunkered down at its headquarters in Redmond, Washington, Apple invented the iPhone, and Google and Facebook rose from Silicon Valley.

Its share price barely budged for years.

When he took over, says Mr Nadella, outsiders questioned if Microsoft will "make it to the other side".

Icon: enlarge

Transfer of power in 2014

: Satya Nadella is the third

Microsoft CEO

, next to him Bill Gates (left, number one) and Steve Ballmer (right, number two).

Photo: REUTERS / Microsoft

It did — with aplomb.

Mr Nadella dethroned the Windows operating system as its core product.

He brought Microsoft's software and services to other operating systems, including "open source" Linux, as well as Google's and Apple's. Most important, he put Microsoft's cloud-computing arm, Azure, launched in 2010, at the heart of the business. The result has been double-digit revenue growth and a market capitalization of $ 1.6trn. Only Apple and Saudi Aramco, an oil colossus, are more valuable.

Continue reading with

Understand economy.

Achieve more.

Exclusive insider stories, trends and backgrounds.

Your advantages with manager magazin +

  • Icon: Check

    All articles on

    Exclusive research by the editorial team and the best of "The Economist"

  • Icon: Check

    Read the manager magazine

    as an app and e-paper - on all your devices

  • Icon: Check

    Try one month for free

    Cancel anytime online

    All articles in the manager app

    for only € 24.99 per month

One month for € 0.00

Try now for 0.00 € Buy nowArrow to the right

Already have a digital subscription? Register here

Restore iTunes subscription

manager + is processed via your iTunes account and paid for with a purchase confirmation.

24 hours before it expires, the subscription is automatically renewed by one month at the current price of € 24.99.

You can cancel the subscription at any time in the settings of your iTunes account.

In order to use manager + outside of this app, you must link the subscription to a manager ID account immediately after purchase.

With the purchase you accept our general terms and conditions and privacy policy.

Source: spiegel

All news articles on 2020-10-26

You may like

Life/Entertain 2020-08-03T09:34:23.764Z
News/Politics 2020-08-03T17:58:29.824Z
Life/Entertain 2020-05-03T12:50:56.510Z
Life/Entertain 2020-08-04T10:58:47.507Z

Trends 24h

News/Politics 2020-11-30T09:29:11.010Z
News/Politics 2020-11-30T08:18:39.379Z


© Communities 2019 - Privacy