Microsoft’s Robbie Bach on Realtime and the Cloud
Earlier this summer I traveled to Redmond to talk realtime and the cloud with senior Microsoft executives. In this conversation with Robbie Bach, President of Microsoft's Entertainment & Devices Division, I tried to delve into what "we inelegantly call Three Screens and A Cloud" from Bach's vantage point atop Xbox, Zune, Windows Mobile, Media Server, and related hardware. The subtext: Microsoft's nextgen realtime strategy at the cusp of consumer and enterprise.
ROBBIE BACH: For us, the cloud does a number of things. First of all, it enables us to create community. Right? I mean, the biggest thing -- people ask why is Xbox Live successful. Why do we have 20 million members on Xbox Live? And a good percentage of those people who pay us real money for a subscription every year. And some of it is about multi-player gaming, I will grant you. But a significant portion of it is about those people saying, "Hey, this is where I meet my friends. This is where we do things together."
And if you don't have a cloud set of services behind that, that gets actually quite hard. How do we do the types of things we're doing now where you and your friends will be able to watch a movie together and not be in the same room? That requires a set of cloud-based services behind it to enable that to happen in a rich and effective way. And, oh, by the way, talk and see each other at the same time. That's a pretty interesting experience and a pretty interesting trick. And that all happens through the work that we're able to do on Xbox Live.
So to me, the biggest thing that the cloud does in the immediate term is it gives us a social environment. It gives us the ability for people to do things together.