Microsoft last week doused speculation that it would make Windows free across the board.

“We’ve not had any conversations [about] Windows 10 being a loss leader for us,” Kevin Turner, Microsoft’s chief operating officer, said at a technology conference sponsored by Credit Suisse on Thursday. “[But] we’ve got to monetize it differently. There are additional opportunities for us to bring additional services to the product and do it in a creative way.”

Turner was short on specifics, but spelled out in general terms those opportunities, saying that new business models will allow the company “to monetize the lifetime of that customer” by selling them services and what he called “add-ons.”

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