Most of our customers have more than one device with them like PC, Phone, Smartwatch and so on. Post covid, this number has gone up. As part of various customer researches, customers want their devices connected with each other so that they can boost up their productivity and usage. Customers also look at such cross-device connectivity (termed as device ecosystem) as fourth biggest purchase decision factor post speed, battery and reliability. 75% of consumers rate the presence of a device ecosystem as extremely important. Lack of ecosystem confidence leads to churn.

While the device ecosystem has a very high mind share for customers, they do not perceive Microsoft brand to be providing such cross-device experiences