Interview with Knut Aasrud, GM Communications Sector EMEA at Microsoft
Q: Tell us a little about yourself.
I started my role as General Manager for Microsoft's Communications Sector EMEA in July 2009. It's our role to lead Microsoft's charge across the telecoms and media and entertainment markets. That is my priority and since July. I've been working to get a closer understanding of those markets and the opportunity for our customers, and where Microsoft can be a catalyst for their success. I love the richness of our business in the Communications Sector and of the EMEA region. It's a vibrant sector, touching consumers and businesses of all sizes. It's equally a vibrant region, of a multitude of markets with different dynamics and structures.
Before my current role, I was the GM of Microsoft Norway and was leading a great team that contributed to strengthen Microsoft position in that market in a big way.
Q: What attracted you in taking the position within Communications Sector?
I have a real enthusiasm for how the combination of Microsoft and telecoms operators has the potential to reach more people on the planet than any other organization working alone or even together.
There is a sheer scale of opportunity that is fascinating and represents a significant potential for telcos and Microsoft - we can work together to get the best from each other's strengths and technical capabilities. Together we can combine both massive connectivity and a massive subscriber base with the largest user base of information technology in the world. Combining these forces has the potential to be game changing and I like to be part of that.
We are also responsible for the hosting business within Microsoft. Hosting represents a great alternative in between the classic on premise and the emerging global services. As the world look towards the promise of global services and platforms, at the same time, businesses see a need for hybrid models that provide the traditional benefits of integration and customization. In our Software plus Services world this opportunity can only expand and provide the power of choice to our customers.
Everything that Communications Sector does revolves around partners. They are the lifeblood of Microsoft and there's a lot of opportunity from the changes that the industries of telecoms, media and entertainment and service providers are going through. Communications Sector is at the centre of all this and that's a truly exciting place to be.
Q: From your time in the group so far, what do you see as the most exciting developments in the industry?
To pick up from the previous question, Communications Sector also sees how the combined force of Microsoft and industry partners can go even broader: we work with Media and Entertainment companies and see media content and entertainment going digital, so having the joint capabilities of Microsoft, telecoms companies and media companies is super exciting. There's an unparalleled opportunity to work with these concepts, new user experiences and new ways of consuming content, and by doing so there is room for good business opportunities for us and our partners.
Q: What would you like to achieve within Comm Sector?
From before my time with Communications Sector, the group has pushed the ‘many screens' message and the importance of being able to consume any type of content, anywhere you might be at any time you choose and across whatever medium is convenient to you. Microsoft is putting its full weight behind that doctrine. I'd like to see Communications Sector lead that charge within Microsoft and I'd like to see those ideals take a step closer to reality by enabling our partners to benefit from our technologies, their subscriber bases and their access to the most exciting content.
Q: Do you have to travel with work much, and if so where are your favorite places to go to?
I travel more than 50 percent of my time. I enjoy being on the road, meeting with Customers and Partners and meeting with our great teams in the subsidiaries. As I said before, I enjoy EMEA's essential diversity; I don't have a preference for a particular place. Every place a visit I learn something new about innovative ways to make our business grow and please customers and partners. That's very rewarding. Of course, for my holidays, I do prefer to go to places where I can enjoy nature: sea or mountains, and preferably with lots of sun!
Q: Outside of work, what are we most likely to find you doing?
As I said, I like nature and outdoor sports. You will most likely find me mountain biking, skiing or sailing somewhere in Norway.
Interview conducted by Heidi Zande, EMEA Martketing Manager