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This exceptional account by WSJ's Shira Ovide on Microsoft Windows 10 looks at ways CEO Satya Nadella is changing Microsoft's culture and old way of doing business. Microsoft is changing its culture and strategy of charging for all its products. It will let businesses and individual buyers upgrade for free to the new Windows 10 product. This means $500 million less in sales revenues in 2015, but opens up new oppoortunities in sale of add-on apps and services on more devices, such as health sensors and smartphones. The failure to penetrate the smartphone business- with a meager 3% penetration for Windows in smartphones - is a problem facing Microsoft as it competes with Apple, Google and other companies. Terry Myerson describing the thinking behind this change at Microsoft puts it in a cultural perspective, saying that it should result in a more engaged user base. There is a sense that the space Microsoft is in stretches way beyond PC's to all the new computing devices now in place, including smartphones and other devices, with Windows taking up only 15% of these devices. Founder Bill Gates calls this "exciting" and is excited to see the reaction in the market....

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Taiwanese engineer, William Wang, who earlier ran a failed computer monitor company Princeton Graphics, started Vizio in 2003 in Irvine, California. He started Vizio as a low priced brand with a focus on high tech HD sets and a supply chain in Taiwan to make HD sets at lower prices. He negotiated agreements with Foxconn and AmTran Technology giving them equity stakes in Vizio. Costco provided shelf space for the early HD sets. Vizio still manages to make 4% in operating margins on $2 billon in revenue with an efficient supply chain. Wang's insight was that televisions would go the way of PC's where lower prices were the norm. Sony Electronics U.S. Division chief, Stan Glasgow, says it is harder to charge premium prices as technology and improving quality rapidly converge in the television industry, similiar to what is happening in PC's. The story of Vizio at the low end, and S. Korean manufacturer Samsung at the high end, is also the story of the decline of Japanese companies in the television business. In 2010 after seven years Vizio passed Sony to become the second largest television brand in the U.S., with sales of 6 million LCD TV's. This is up from 3.6 million in 2008, according to research firm iSuppli....

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Microsoft generates most of its profits from its Windows software and the Office Suite on the 315 million PC's sold annually. The Bing search engine and the XBox videogame have been marginally profitable or sustained losses. Ballmer's focus was on protecting the Windows franchise from new technologies and products. In the process Microsoft was not able to capitalize on new opportunities as technology shifted including cloud computing, smartphones and tablets. A new CEO after Ballmer is expected to come up with a new strategy.

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The expansion plans of VW will add more competition into the US market which is declining. Martin Winterkorn ran VW's Audi business. He became VW's new CEO this year and brings a new leadership perspective to his job. He has several new strategies. In the area of pricing he wants to reduce unneeded features such as external mirrors that fold inward for narrow European streets, and bring down the price of VW Jetta and Passat models to be competitive with Toyota's Corolla and Camry models. Currently a Jetta is $17,000, a Corolla is $ 15,200 and a Passat is $23900 compared to a Camry at $20,000. VW's plans are to set a sales target of 1 million cars by 2018, tripling sales in ten years from the current 330,000 vehicles. In the next 3 years to 2010 sales world wide are expected to increase by 12 to 15%, VW wants to capture a bigger share by seeing its sales increase by 30% from the six million units today to 8 million units by 2010. Winterkorn sees this as possible given that VW has a more centralized management structure now which makes for quicker decisions. VW is also working on a new family of small fuel efficient cars on a common platform to be sold in China, India and other markets where a small car will be popular. Winterkorn referred to its new concept car as an example of the direction this would take. As importing cars from Europe is becoming costlier with the strong euro and the Japanese in contrast have the advantage of a weaker yen, the expansion plans will require lower pricing. VW looks to build a plant in the USA. Another strategy is to add 12 new models to its global product line and to launch more new vehicles in new product segments. This is what Winterkorn thinks has given Toyota its increased sales. A new compact SUV caled the Tiguan will be introduced. What all this means is that VW is seeking to move buyers of Japanese and American cars to try German cars, make German cars cost less and make a strong showing in the American and global markets. ...

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HP CEO in aplanned reorganization will merge the printer business with the PC business. It is ameasure of how far the PC business has come since Mr Hurd was made CEO 4 years ago, and after he hired Mr Bradley a former Palm CEO to shake up the PC business. Mr. Bradley has made the PC division supply chain more efficinet especially in the fast growing consumer netbook PC business, and has cut costs. Meantime the printer business under Joshi has stagnated. The PC business was merged into printer business by Fiorina in the hope that Joshi could make a difference. Hurd separated the two and put Bradley at the PC division.Now its the PC business that is taking off and its head who will try to improve the printer business. Bradley has run alean business and improved PC margins even as prices of PC's have tumbled. HP also passed Dell in PC's sold. In the quarter ending July 31,2009 HP PC sales were$8.43 billion and $386 million in earnings, accounting for 12% of profits, printer and ink were $5.66 billion and $960 million in earnings for 30% of overall profit. Hurd told analysts in aconference call that he was disappointed in how the printer unit inventory was managed, and that HP had to get some internal stuff right. The ...

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Car size shrinks as the Focus, Spark, Aveo, Cruze small cars attract attention at the 2010 International Auto Show in Detroit. The big change is that these small cars are following the European small car in being refined and sophisticated, with a lot of features. This isn't the Chevette that Americans knew in the sixties and seventies, and the perception of what is the right size and comfort is changing completely as a new generation of buyers brought up in a world of pc's, i-phones, and globalized cultures is in the driver seat.

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Dell bought Perot Systems, HP bought EDS and now Xerox buys Affiliated Computer Services. From customers comes the need expressed that these technology companies should provide an integrated product of hardware, software and the people based knowledge component of how to address tasks that range from procurement, customer tracking, record handling and product design, as well as tasks of using the knowledge embedded in the records and information to make bettter decisions. The advances of web based services delivered directly to PC's at companies from remote data centers in a clud computing model adds to the opportunities available for delivery of these services.

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The Chinese government allows PC makers in China to postpone installation of Green Dam filtering software on new computers. This was in response to the growing criticism of this requirement for pre-installation of filtering software on all new PC's sold in China. See the accompanying graph that shows the growth of internet users in China from data of the China Internet Network Information Center. It shows internaet users going from about 25 million users in 2000 to 300 million in 2008, showing how quickly internet technologies are penetrating and changing lives in rapidly changing developing countries like China.

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Dell is mired in two touch manufacturing for PC's which is costly especially for the more labor intensive manufacture of notebook computers. It is now planning the sale of all production asssembly factories to contract manufacturers. For Dell a contract manufacturer in Asia puts together the parts for a PC and the its assembled at a Dell plant hence the term two-touch. HP has more than half of its manufacturing done by contract manufacturers and its more cost effective so Dell is caught in a more costly production process which it could do with deskops for bsiness but not viable for notebooks.

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Bartiromo talks to Mark Hurd of HP. He sees the services part of the business and the integration of EDS, as part of astep by step buildup of first infrastucture in hardware, PC's, servers, storage, networking, then software on top of that and services on top of the software. The idea is align all these capabilities and work them together. This way he thinks HP is well positioned to provide customer with infrastructure from the cloud, from a data center and let the customer choose. He sees HP in as strong a position in r&d now as before the global crisis, so that it can drive innovation to automate processes.

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Ways in which PC's are sold in China and India. Close touch and eye to eye retailing across as many cities as possible through a large as possible retailing network is the way the Chinese and Indian market is described. But HP which lags Lenovo in China is the leading computer seller in India so there may be other things and factors at work. Still the markets in poor developing countries are going to be quite different in cultural and regional makeup and their needs may be quite different in what is most important to customers and what companies must do to respond to these needs to get established.

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As part of the effort to become more competitive with Asian automakers, VW is using new strategies with labor to reduce costs. VW made a one-off payment of about 6,300 to each of 80,000 employees at its western German manufacturing plants. In return VW secured union agreement to change work schedules at the plants to 33 hours a week from 28.8 hours, without having to make a pay increase. This is part of concessions being made by labor as Germany tries to improve its competitiveness. VW's second largest shareholder is the German state of Lower Saxony, and VW makes many automobile parts in its German plants in addition to automobile assembly, making employment a major issue for industry, labor and government.

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H-P takes a huge $8.8 billion charge over the Autonomy Inc. acquisition in Nov. 2012. H-P's CEO Whitman says Autonomy Inc. had misrepresented the revenue before its acquisition by H-P under CEO Apotheker for $11.1 billon in Oct. 2011. Apotheker was fired by the H-P Board following the acquisition, after his strategy to shift H-P's focus from PC's to software came under criticism from investors and the tech community. H-P alleges accounting irregularities, with $5 billion of the $8.8 billion charge announced by Whitman coming from accounting errors. H-P has asked the UK's Serious Fraud Office to investigate. The SEC was alerted and it is starting its investigation into the allegations of "serious accounting improprieties" and "outright misrepresentations."

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The Chinese government requires all PC makers who sell PC's in China to ship PC's with software that acts as a web filter to remove access to "harmful sites." The target is pornography, but will also remove access to censored content.

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VW bonds take a big hit following the emissions scandal. The annual cost of insuring 10 million euros of VW debt against default for five years is 214,000 euros. VW's cash flow after dividends is estimated at 5 billion euros by Fitch in 2016-2017. What is happening to VW goes beyond the emissions scandal. The overly easy environment for corporate borrowing with the loose monetary policy in Europe and the U.S. has made it easy for corporate borrowers to raise money at really low rates. This environment is about to change with VW being the beginning of a shift. In January 2015 VW raised 1 billion euros, with a 15 year bond and interest rate of 1.625%. This bond has dropped in price to 85.6% of face value.

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Sony''s effort to buyout Ericsson's 50% stake in Sony Ericsson comes at the right time says Simms. There is potential to integrate all of Sony's products in music, movie and games to its tablet PC's and smartphones. And the joint venture with Ericsson is now outdated, only serving to slow down decisions. The problems Sony will have to overcome to do this is larger investments in new smartphones and a new strategy. Sony Ericsson racked up losses till 2010 when a shift to smartphones helped to make it profitable. Strategy Analytics estimates Sony Ericsson's share of the global smartphone increased to 4.1% in the 2nd quarter 2011 from 0.6% in 2008. Sony needs to increase its share of global smartphones to improve margins. Sanford Bernstein estimates Sony Ericsson's operating margin in 2011 will be 0.3%, compared to HTC's 15% and Apple's 40%.

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Apple has 15.8% of the home computer market by revenue. Apple has two thirds of its PC's as portable or laptops while the Intel/Microsoft PC's are only 50% portables. Apples sales are growing at 35% a year whereas Intel/microsoft Pc's are growing at 5% a year. Apple is really poised to grow. It plans to introduce new versions of it Leopard Operating System frequently for the next 10years, whereas Microsoft is slow to introduce new versions and Aple's Ultimate Leopard Operating System sells for $129 Microsoft Vista Ultimate version sells for $250. Apple PC's sell for higher prices so Apple revenues from its market share are much higher. Apple is poised to grow especially with the younger ipod and i phone users of the next generation. Innovation continues to drive Apple's progress . Jobs talks about the new class of interface Apple created with multitouch interface on the iPhone version of the OS X, which Jobs says simplifies the task of controlling or directing a computer.

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VW's ambitious targets in a declining market.

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Medical experts say the pressure on the neck doubles for every inch that a person bends over to look at a smartphone, PC or tablet screen from a vertical posture. This reaches 60 pounds of presssure on the neck at a 60% degree angle. This is one of the serious hazards to health of the neck and spine by the commonly used postures of young people and adults for smartphones, tablets and laptops.

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CEO Shigetaka Komori of Fujifilm Holdings Corp. describes how Fuji responded to the technological changes that made photographic film obsolete. Kodak recently filed for bankruptcy protection. Fuji made the transition to other products to cope with the change. Komori became president in 2000. He says one of the responses was to reduce costs. In 2005 and 2006 Fujifilm reduced costs by $2.5 billion mostly in photographic film. Fuji's management asked the question what technologies the company possessed and how they could be applied in new business areas. This led to new businesses in making the films used for making LCD panels used on PC's, televisions and other devices. These materials generate 10% of sales. The other areas are in medical equipment, drugs and cosmetics. Fujifilm acquired health care companies Toyama Chemical for $1.4 billion in 2008 and agreed to buy SonoSite for $995 in Jan. 2012. Health care now makes up 12% of sales.

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U.S. auto sales increased by 7.5% in October 2011. Chrysler sales were up 27% in October. Its Jeep vehicles had the best sales performance in 5 years. Jeep sales were up 25% and Ram pickup sales were up 21%. Ford Motor Company sales were up 6.2%, and GM sales were up 1.7%. Sales of Ford's F- series pickup trucks were up 7% and sales of Escape sport utility vehicles were up 30%. Lincoln sales declined 11%. For GM the Cruze small car and the Equinox crossover sales were up, while Buick sales were down 7% and Cadillac 12%. Because of limited vehicle supplies Honda and Toyota showed decline in sales by 1% and 7.9% respectively. The annualized seasonally adjusted selling rate in October was 13.26 million vehicles. Reasons given for the pickup in auto sales by analysts are that buyers had held off buying in 2009 and 2010 and are now back in the market as their vehicles show signs of aging. Hyundai sales were up 23%, VW's up 39.6% and Mercedes-Benz's sales up 28%.

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How the engineered takeover of VW by Wolfgang Porsche and Wiedeking of Porsche failed. The economic crisis made credit tight and Porsche failed to get the support of its banks to get the money to finance the takeover. By December 2009 Porsche had already taken over more than 50% of VW shares, and after the German government amended alaw that prevented any outside holder of shares to control more than 20% of voting rights no matter how many shares they owned, Porsche appeared to be in aposition to control VW and have access to the 10 billion euros in cash reserves of VW. But the law that gave the state of Lower Saxony veto over decisions at VW, and the banks turning down Porsche for loans to finance the takeover led to the unraveling of this scheme. VW chairman Piech won the support of the premier of Lower Saxony, and the works council of VW, as this blantant attampt to control VW's cash reserve was seen as the work of a plunderer.