Beyond Microsoft: Chapter 2

Chapter 2: Revenue to the Wind… Web Services and .NET “If you let yourself get too comfortable, you start converting creative energy into defensive energy, and you spend all your time just protecting what you’ve got.” – New Yorker Editor William Shawn Winning with Web Services The new world of Web services was potentially worth a lot more to Microsoft than boxed software sales. According to his biographer, CEO Steve Ballmer had realized as early as 1998 that “it was the Internet, not the desktop, that would rule the future.” In order to win in the new world of Web services, the company tried to create another positive feedback loop. Microsoft plays to win, and only another whirlwind-like cycle of Windows proportions would allow Microsoft to dominate once...

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Beyond Microsoft: Prologue

Prologue — Victory to Defeat: 1994-2004 Ten Years in the Trenches Microsoft’s obituary was first written in 1994. Companies like Netscape, Sun and Oracle were rising threats on the Internet. Yet Bill Gates rallied the troops and together our team faced down the “Internet tidal wave” that threatened to swamp our company. By 1997, I was part of the horde of ex-Internet developers and business leaders who left Microsoft and worked as a consultant in the burgeoning Website development industry. Eventually I was asked to join Adobe Systems – creators of PhotoShop and Acrobat – to work on a new Internet Products Group, shipping development suites that would compete with creative tools like Microsoft FrontPage and Macromedia DreamWeaver. Adobe’s team were excited...

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Beyond Microsoft: Index

Read the prologue and three complete chapters for free online…. and buy the ebook on Amazon. PART I: Beating Microsoft 1994 – 2004 Prologue: Victory to Defeat: 1994-2004 CHAPTER 1: Winning the Browser, Losing the War… The Internet Rises Again CHAPTER 2: Revenue to the Wind… Web Services and .NET Chapter 3: A Bridge to Nowhere…. Windows Vista Without End Chapter 4: Overfed Cash Cows… Irrelevance of Microsoft’s Office Model PART II: Burying Microsoft 2004 – 2014 Chapter 5: The Invisible Interface… No-See-Um Solutions Chapter 6: Software as Utility… How to Add Value in a Commodity World Chapter 7: Beyond Branding… Marketing as Function, not Form Chapter 8: Embrace and Extend… Using Microsoft Against Itself PART III: Beyond...

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