Change management when management changes

Change management
This is the type of change we're talking about, right?
The tech world has witnessed a momentous appointment, which is set to change the way we think about the cloud and about mobile. Satya Nadella has recently been named Microsoft's third CEO, after Bill Gates and Steve Ballmer. So far, there have been many speculations about the strategic direction of the company under the new leader and also how the change will affect the 130,000 employees working under the Microsoft umbrella. 

By Oana Baetica

The new appointment,  as well as a recent partnership with Nokia, is expected to shake things up a bit. After having played catch up for the past decade, Microsoft is now shifting its focus towards mobile optimisation and cloud environments.

And so they should. With Apple's iCloud, Google's Chrome OS and Android established as market leaders, Microsoft needed a push in the right direction.

In addition, having a touch screen operating system will ensure that Microsoft can compete directly with the bigger players on the market. Windows 9 is expected to launch this summer and be mobile, smartphone and app friendly.

The acquisition of Nokia is the boost Microsoft needed but it will also come with a lot of internal changes. Managing change, especially under new management, is one of the biggest challenges a company can face.

However, if the change is led by a likeable and inspirational character, things may go a bit smoother. Although in his late forties, Nadella has a young, fresh image. That, and the support he has received from Bill Gates, testifies to the company's dedication to finding new ways of doing things and keeping on top of the strategic direction.

You may think that this management change at Microsoft mainly affects the company employees. But in truth, it will have repercussions on the way in which all businesses communicate and prepare for technological developments.

If you are planning the marketing campaign for a small or medium business then it's worth noting that all communications you send out electronically should observe the mobile trend.

For instance, if your newsletter needs to reach consumers in the developing economies then you need to optimise for the newest types of touch screen devices. Why? Because  developing countries have traditionally lacked expensive technology infrastructure. Campaigns such as the 'One Laptop per child' project are seeking to address this by increasing access to low cost mobile and tablet devices.

So what do our lovely blog readers think of the changes brought about by the new Microsoft CEO? And most importantly, what changes will you make to your marketing campaigns?

Image courtesy of Serge Bertasius Photography on


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