Microsoft's chief operating officer Kevin Turner has ushered in the era of "new Microsoft", urging partners to get on board with the company's new outlook.
In a rousing speech to partners which rounded off the vendor's Worldwide Partner Conference in Orlando, Turner said his company has turned a corner.
He said recent moves to work with companies which in the past would have been seen as arch rivals is an indication of the firm's new attitude – pointing to its recent tie-up to support Office on iOS and Android.
He said "co-opetition" is essential for the company's long-term future.
"In this new world and new Microsoft, we also have new partnerships," he said.
"This is great evidence of the new Microsoft. We have partnerships with companies we would have never partnered with in the past. Think about it. This funny term of co-opetition now exists.
"Now, I am not completely delusional. These people get up every single day and think about how to take our share of wallet and I get up every single day thinking how I can take their share of wallet. But the reality is we're a better company when we stand and reach across the aisle. That is a beautiful thing. It's absolutely critical and you will see us continue that."
Microsoft kicked off a new era at the start of last year when chief executive Satya Nadella took over the top job. Since then, some have said the company has turned into a so-called "new Microsoft", but the vendor itself has not acknowledged the term officially until now.
"You hear a lot about the new Microsoft – you hear it from our customers, you hear it from the press, you hear it from your colleagues," Turner said. "Hopefully you're hearing it from our employees. We're seeing it on our internal [staff] polls - 'gosh, don't things feel differently at Microsoft'. 'Wow, there is a lot of change going on there, it feels like a new Microsoft.' This term new Microsoft is being thrown around all over the place. It's great. I love it! Let's leverage it!
"But let's not get confused. What is the new Microsoft? Who is the new Microsoft? Ladies and gentlemen, the new Microsoft are the people in this room! Our partners, our employees – we are the new Microsoft. That's right – we are the new Microsoft. We [are] collectively.
"Find the joy in this moment. I want you to be in this moment. Not looking back, not looking too far ahead. This is a unique time to truly be at Microsoft and be a Microsoft partner. That is a beautiful thing. This is the moment, this is the time when we can pull together, work together and seize this opportunity. We have got to be in this moment and find the joy in the moment!"
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