Embrace and extend, post-90s version
"Microsoft is continuing to try to make its own mobile phone system, Windows Phone, a success. But at the same time Microsoft is pushing its software like Office, Skype and Web-search service Bing into as many venues as possible — even on non-Windows computing devices.Microsoft Apps to be Pre-Installed on Some Android Devices - Digits - WSJ
The company’s Android-handset deals offer a window on Microsoft CEO Satya Nadella’s focus on building the user base of the company’s products, not just profits. As a result, Nadella has overseen the transformation of cash-cow products like Microsoft Office into apps for the iPad and free apps for Android and iPhone smartphones."