I can tell you that Windows Azure is going to make the telematics systems in the next generation of Toyota cars smarter. And I also know that this unit of Microsoft has been in a state of management flux recently. Amitabh Srivastava, the Microsoft Distinguished Fellow, who in 2006 took over a project then known only as Red Dog that went on to become Azure, left the company in February.

It’s no secret that, like so many other companies, Microsoft has some big plans for cloud services. It recently disclosed that it plans to spend more than $8 billion in research and development funds on its cloud strategy.

On a recent visit to the Microsoft campus in Redmond, I got a chance to sit down with Doug Hauger, Microsoft’s general manager of Windows Azure. And my first question was really really basic.

NewEnterprise: Doug, there’s so much happening in the cloud computing space these days, and most of the time when people think of cloud services they think of Amazon Web Services. And if they mention Windows Azure, they think, well, that’s Microsoft’s answer to Amazon. But you describe Azure as more of a platform-as-a-service. Can you walk me through the differences?

Hauger: Windows Azure started about five years ago. At that point it started because the company, as with all service providers, was facing some challenges on providing large, scalable, manageable services, not just to consumers, but to businesses that could dynamically scale, and that we could innovate on quickly, and bring out new features. Originally it was meant to be a platform we would use internally for services that we would then deliver out to customers. We quickly realized that we should sell it to partners and customers, and allow them to build on it as a platform.

There are fundamental differences between infrastructure as a service and what we did as platform as a service. It’s different in key ways from, say, what Amazon does with EC2 and S3 or VMWare being implemented in a data center. Our starting point for the design was to see the data center as a unit. That means the networking structure, the load-balancers, the power management, and so on–rather than in infrastructure as a service, you start from an individual server and move up.

If you allocate a service into Windows Azure and say you want it available 100 percent of the time, we will allocate it across multiple upgrade domains and physical power domains in such a way so that if any individual rack goes down or if we’re upgrading the operating system, there’s no interruption in service. That’s just a fundamentally different starting point, with an individual server and moving up. And the way that we do that is we have built out an abstraction layer of APIs that let you write to a set of services, storage services, computer services, networking services, et cetera. As a developer you can write to the service, and give us your application, and it just gets provisioned through what we call a fabric controller, that controls the data center, and also across multiple data centers. That was a design point. That’s how we allow people to write services that can scale and won’t fail and will be available all the time.

The conversation about infrastructure as a service typically starts at cost savings. You go see a customer and they say they want to cut their IT budget and outsource their IT, and so they start there. Platform as a service you start at the cost savings, but very quickly you see 10, 20 or 30 percent cost savings. But the conversation quickly turns to the innovation life cycle that they can get out of the platform. It’s much faster than you can at infrastructure as a service.

The big point that everyone gets about the cloud is that they can use it to save money, but then they quickly start asking what more can they do with the cloud. Are you seeing the same thing?

Yes, exactly. In the enterprise, they’re starting to turn the crank on innovation. I talk to customers who are turning things around in six weeks or a month whereas before they would six months or a year. I actually just talked to a customer the other day, and they said their developers were spending 40 to 50 percent of their time managing services and they couldn’t use that time writing software which was their job. When they moved to a platform as a service, they didn’t have to worry about that anymore. We’re seeing this happening in the enterprise where people are doing this for internal development and on services they’re building for their customers.

One example, Daimler just did their new version of the smart car. They wanted a service so you can check the status of your car when its charging from your smart phone, locate it, et cetera. They turned it around in a couple of weeks on Azure and launched it at the same time as the car launched.

We’re also seeing small players compete at the enterprise level. There’s a small company called Margin Pro and they do mortgage analysis and risk assessment on mortgages. Basically it’s a couple of economists and developers. They wrote the software on Windows Azure, and now they have 70 banks around the world, tens of millions of dollars in revenue, and they are competing with some of the biggest financial services companies in the world because of this back-end infrastructure data center they can use to deliver their results to their customers.

But do you have customers who run standard apps on it too?

Many standard applications have some level of customization, and so we’re seeing a lot of hybrid applications, where customers are extending them into Azure. We have a case with Coca-Cola Enterprises which has a back-end order-processing app that they’ve extended into Azure. And what they wanted to do was get more reach and more agility for the front-end. So they built a secure connection between their data center and Windows Azure and then extended the application out to their partners and customers, essentially people like Domino’s Pizza who order Coca Cola products. We’re seeing a lot of these cases of existing applications being extended like that.

We’re also seeing companies using the high performance computing workload. One example is a company called Greenbutton, which has done a high performance scheduling and billing system on Azure. Another is Pixar, which has an application called RenderMan, which does rendering. Most large animation houses have their own clusters they do this rendering on. Pixar wanted to open up a market for smaller animation houses, little Pixars if you will. They’re working with Greenbutton to embed their technology into RenderMan. They can farm their rendering out to Azure and be billed on a usage basis. That’s a case where you have a large company and a smaller one working together and leveraging the power of the cloud to open up a whole new marketplace where they can be competitive. We call it the democratization of IT.

At what point is the customers’ thinking right now? Are they still at that point where they want to see how much money they can save by moving things that are on-premise to the cloud or are they past that by now?

I would say there’s three buckets of customers. I’ve been in this role for three years and the conversations have evolved in some interesting ways. Three years ago I was telling people they should be adopters and get on board with this platform early. They all said to come back and talk to them in five years. Then about two years ago, the majority of customers were in the first bucket, interested in wanting to save money but they weren’t interested in doing any new innovation. And then there were a few willing to innovate a bit by extending their applications into the cloud. Today I would say many, but not the majority yet, but a lot of them say they get the cloud, they get the cost savings, and now they want to drive the innovation life cycle faster. And there is a growing percentage who are willing to do something completely different and compete in a new way and build a brand new business. It’s been exciting to see that.

What’s been really exciting has been seeing mid-sized companies realizing they can use the cloud to give them an advantage to innovate faster and compete against really big companies. So that is sort of the landscape. Interestingly, I’ve been seeing a lot more adoption among the financial services companies than I had anticipated.

Aren’t they the ones who are supposed to be the most conservative when it comes to IT? I mean, they’re aggressive on performance, but obsessed with security and so skeptical of using the cloud because they don’t want to let their data leave their hands.

Exactly. But think about financial services. They’ve been in cloud computing forever, but it’s just been running on their own proprietary clouds. And so they are very good about understanding their application portfolio, and what can run in a public cloud, what has to stay in a private cloud, and how they can span those clouds. You can basically say you want to do risk assessment on portfolios, you anonymize the data, and you run it on the public cloud, you do all the analytics, you bring it back on-premise and then you deliver it to your customer. Having that kind of mentality in that industry allows them to move very quickly.

Also, manufacturing is moving and adopting the cloud faster than I would have guessed. And interestingly enough, government–not so much federal, because there’s so many certification requirements–but state and local governments are embracing the cloud because of the economic situation, and these are not just governments within the U.S. In Australia and Western Europe, we’re seeing governments adopting and building out applications so they can get services out to their citizens.

So what’s keeping you up at night? What makes you worry?

There’s a few things I think about. While we drive customers to a very fast innovation life cycle, we need to stay ahead of that innovation life cycle ourselves. We’ve done a pretty good job with that. One example, when we first released in beta a few years ago, we had .NET but we didn’t have PHP or Java. We got feedback immediately, almost on the first day, that customers wanted those and right away. And so we turned it around and added those within three months. Our ability to turn the crank pretty quickly is there. And that is something that in the software industry and specifically Microsoft, we have to make sure we make this turn toward service delivery, where we have to innovate quickly so you can deliver services. I think we’re doing a good job, but it’s something top of mind for me.

What are they asking for now? Is there something new the customers want that they don’t have?

They’re asking for continued investment in Java. We have it now, but making it a truly first class citizen, which is what we’re focused on delivering. We also need to keep our ear to the ground around things like application frameworks, extending the modeling capabilities in Visual Studio and things like that. It’s just a matter of thinking about the developer. We need to understand what they want, that’s what we’re here for.

Interesting, when you consider that prior to 2010, the Chinese smartphone market was ruled largely by Nokia’s Symbian OS and Windows Mobile.

How quickly things change. According to McCourt, Android now represents nearly 50 percent of smartphone volume in the country, up from zero last year. And Apple’s iOS, while a niche player with less than 500,000 iPhones sold last quarter, is ramping up quickly, thanks to the successful launch of the iPhone 4 in the country last month.

“Apple (must be) viewed as somewhat disappointing through Q3:10, but we suspect iPhone 4 and a WiFi-capable iPhone 3GS will substantially improve iPhone results in Q4:10 and beyond in China,” McCourt said in a note to clients. “The bigger picture is that the Chinese market for smartphones is exploding, but is at a much earlier stage of development than North America or Western Europe.”

Which means it’s a major geographic growth opportunity for the smartphone industry. Certainly, Apple views it that way. As COO Tim Cook said during an earnings call earlier this year, “If you look at greater China, which we define as mainland China, Hong Kong and Taiwan, the iPhone units were up year-over-year over nine times. We added another 800 points of distribution in China. The revenue, we have never released this number before but I will do this in this particular case, through the first half of the fiscal year that we just completed, for the six month period, our revenue from greater China was almost $1.3 billion and this is up over 200 percent year-over-year. So we are well pleased with how the company is positioned to take advantage of the growth in greater China.”

Aside from that, the only thing worthy of remark seems to be Apple’s plans for expansion in China. The company intends to open 25 stores in that country over the next two years. At the moment, Apple (AAPL) has a single store in Beijing and at least two others planned for Shanghai, including one at the Shanghai World Financial Center, so the company’s ambitions in the country are aggressive.

With good reason. Mac sales in China increased nearly 100 percent year over year in the first financial quarter of 2010. And while iPhone sales got off to a slow start, they’re ramping up. As of early January, China Unicom, Apple’s carrier partner in China, had activated some 200,000 iPhones.

Clearly, China is a country of enormous potential for Apple as COO Tim Cook noted during Apple’s January earnings call. “We have just really got going in China.” he said. “I really like what I see so far. Although the average income is not nearly as high as perhaps the United States and some other western European markets, there is a significant size middle class….”

The proof is in the numbers. “In fact,” as Cook noted, “if you look at greater China last quarter, which is China, Hong Kong and Taiwan, our revenues tripled year-over-year in that geography which is I think phenomenal by any measure. We have a tremendous focus on it.”

And now, with the official release of Windows Mobile 7 reportedly delayed until late 2010, you’ve got to wonder if the company hasn’t already blown its last chance at a comeback in the mobile space. As Strategic News Service analyst Mark Anderson recently told the New York Times, “It’s time to declare Microsoft a loser in phones. Just get out of Dodge.”

That’s a contentious argument and one to which Microsoft will likely pay little attention. Though perhaps it should, because according to the latest figures from IDC as reported by Needham analyst Charlie Wolf, the company’s mobile business is collapsing. Windows Mobile’s share of the smartphone market fell to 9.6 percent in September from 13.4 percent a year ago. That’s about a 25 percent year-over-year decline.

In the United States, marketshare for the OS has fallen from 32.1 percent in March 2007 to just 13.1 percent in September 2009. In Western Europe, it fell from 18.5 percent to 7.0 percent during the same period. Windows Mobile fared a bit better in Latin America and the Asia Pacific, but not enough to claim a commanding market share in either region.

A grim situation, and with Windows Mobile licensees fast losing interest in the OS, it’s hard to see it changing much anytime soon. Microsoft likes to claim that it has some 30 WinMo licensees. And it does, but of those 30, two–HTC and Samsung–built 65.4 percent of the Windows Mobile devices shipped in September.

This trend is only worsening as new platforms gain traction in the market. “Many of Microsoft’s major licensees are either partially or completely abandoning ship,” Wolf explains. “Among them are Palm, which is now focused exclusively on its WebOS platform, as well as HTC, Motorola and Samsung, which have shifted their development efforts to the Android platform.”

Obviously, this doesn’t bode well for Windows Mobile 6.5 or 7.0–whenever Microsoft gets around to shipping it. Maybe it really is time to get out of Dodge.

• Nokia (NOK) shipped 118 million handsets, up five percent. The company lost market share in all regions, with smartphones “a major weak spot.”
• Samsung shipped 52 million handsets, up 22 percent. Its market share reached an all-time high at 17 percent, up from three percent in 1998. The company was strong in North America and Western Europe, weaker in emerging markets.
• Sony Ericsson (SNE, ERIC) shipped 25.7 million handsets, down one percent. With a five percent sequential increase, the company passed LG and Motorola (MOT) to become the the third largest company in the industry by units.

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“When Dell announced Q2 financial results on Aug. 28, 2008, it reported continued conservatism in IT spending in the U.S., which had extended into Western Europe and several countries in Asia,” the company said in a statement. “The company is seeing further softening in global end-user demand in the current quarter.”

Translation: If you thought Q2 was lousy, wait until you see our Q3.

Coming as it does after a second quarter in which Dell (DELL) reported a 17 percent drop in earnings and announced plans to sell off its factories, the warning doesn’t bode at all well for the company’s next round of financials. Said Bill Kreher, a securities analyst with Edward Jones, “The company’s inconsistent performance and lack of confidence means there’s a lot of uncertainty in the turnaround.”