Microsoft will develop more self-branded hardware

Microsoft CEO Steve Ballmer said at a technology conference on Wednesday that the company will consider developing more of its own branded hardware products. The involvement in the hardware area will enable Microsoft to compete directly with its hardware partners, and Microsoft may push its own brand of mobile products.

Ballmer said, "In the next five years, our partners will have a large share of Windows hardware shipments, and I firmly believe this. Consolidating hardware and software can bring about innovation opportunities, which Microsoft can not ignore ."

Ballmer has been building Microsoft as a "device and service" company. Microsoft first introduced the Xbox game console and recently introduced the Surface tablet. The launch of more self-owned branded hardware is very meaningful to Microsoft.

Two weeks ago, media reports said that Microsoft has been testing a smartphone design, but this news has not been confirmed by Microsoft.

Given the success of the Apple iPad and iPhone, Microsoft believes that tightly controlling the design of hardware and software can bring out excellent consumer products.