Microsoft CEO Satya Nadella admits his company missed the rise of mobile phones, but insists it wonât make the same mistake with augmented and virtual reality. Nadella said during the WSJD Live conference âOur goal now is to make sure we grow new categories,â Nadella added. The company's HoloLens augmented reality headset could be the beginning of the company's next "ultimate computer" push, according to Nadella.