Microsoft is back: thinking different and being different
In operating as one entity, rather than competing with itself, Microsoft’s created a bold, smart foundation for future tech success, argues Craig Grannell
Microsoft. Depending on your age and experiences in the world of technology, that single word can conjure up all kinds of imagery in your head — and not all of it good.
For some, it will be pleading in vain with Office to "Please. Just. Work." For a younger generation of gamers, Microsoft is perhaps more entertainment company than oppressive PC overlord. For many, though, Microsoft is a company to scoff about whenever it announces anything at all.
Painting a target on its own back
It’s easy to see why the second Microsoft says anything these days, certain people are instantly ready to crow about the company and its plans. This is, after all, an industry giant that didn’t so much fumble the ball when it came to mobile as set fire to it and then reach for a flamethrower rather than a fire extinguisher. It also plodded along, dinosaur-style, while smaller, sleeker rivals blazed past elsewhere. Google grabbed the web. Apple stole the profitable end of the PC industry and, for good measure, made its OS free.
Craig Grannell
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