Microsoft has kicked off its worldwide partner conference (WPC) event in Washington DC talking up the importance of making a move towards the cloud and embracing the opportunities created by greater mobility.
The vendor has recently positioned itself as a productivity specialist with a more open mind about the devices it supports and that theme was very much the order of the day in the keynote from the vendor's channel chief.
Phil Sorgen, corporate vice president worldwide partner group at Microsoft, said that the vendor's brand was well trusted and it had already gained traction in the market with its Azure cloud platform and its Office 365 hosted application suite.
He reeled off some numbers that indicated the number of large enterprises using Azure as well as the volume of interest from users in Office 365. The firm has also seen five million downloads in the couple of months since it made the technology compatible with Android and iOS devices.
"Microsoft views itself as a challenger in this industry," he said and added that it was only by working with partners that it could give the competition, both traditional and emerging, a run for their money.
He added that it would support users that were using rival vendor's devices and would do its best to provide customers with access to its cloud platform from every possible able so it could, "create the best cloud experience on every connected device".
Sorgen was followed by Azure, mobility and Office executives that all encouraged partners to take advantage of the latest investments and talked up the possibilities that the internet of things could mean for resellers.
"The power we hold in our hands enables us to compete in this new world and it enables us to innovate and give better customer service. Together we have the opportunity to go and help organisations around the world. Embrace these trends around mobility, truly making our users productive across all their devices. It is one of the greatest opportunities that exists in the industry today," said Brad Anderson, corporate vice president for enterprise client and mobility at Microsoft.