IDG Contributor Network: Trillion-dollar Azure Microsoft vs. Windows Microsoft: Finding the better path

[Disclosure: Microsoft is a client of the author.]

I recently took a call about how Microsoft is competing against Amazon AWS and one of the questions really got me thinking about how much the company has changed. I pointed out that the old Microsoft would have been far more aggressive. The weapon they developed in the early days was “Embrace, Extend, Extinguish.” It effectively took out both Lotus and IBM’s OS/2 efforts, and nearly took out Apple.

But it resulted in a company that cared more about competitors than customers, a firm that was exceedingly arrogant, and one that almost was regulated out of existence in the 1990s. Tactically, the strategy was brilliant. Strategically, not so much…because it nearly killed the firm.

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