Microsoft by, William Knowles, Indra Senihardja, Andrew Suen, Luke Aiston Here ill put the diagrams from the presentation (as instructed) once it is completed -Tripp Microsoft Corporation has been a powerhouse in the technology industry since it’s founding in the spring of 1975. At the dawn of a new technological age, Microsoft arose as one of the first and most dominant champions, and as such, was the first corporation to bring the power of computing into the common household. There was once a time where the word “computer” was accompanied solely by the word “Microsoft.” That time seems like a distant memory now. Today, computing has evolved from what it once was in 1975, when it was merely a home computer with many limitations. In order for Microsoft to make its way to dominance again, they must be able to understand how both Microsoft and computing have evolved over time, and where they will be going. They must focus on that which made them who they are today, software, and once again become proactive rather than reactive within their market. Comment by William Knowles: Intro In order for a corporation to be successful, it must have its own identity. Without an understanding of who you once were and who you currently are, you will never be able to end up where you want to be. Since its founding in 1975 up until the year 2000, Microsoft was the sole major player in computer software and computer operating systems. It was the face of technology, leading society into a new age of computers and technology that had never been seen before. It was the pioneer and face of the computing world. But what exactly is meant by the term “computing”? During the aforementioned time period, “computing” was strictly limited to computers, at a very basic level. Whether for work or personal use, computers were growing more and more popular, but strictly within the desktop domain. Throughout the 2000’s and into modern day, the domain of computing has expanded dramatically. With the addition of laptops, mobile devices, cloud computing, and other computer services, computing has become much more than it was back in 1975. It is a much broader term than it once was. During a time of rapid growth in computing, Microsoft should have been leading the charge of innovation within computer software, but they did just the opposite of that. Microsoft wanted to remain the face of computing, and thus it stayed involved with everything. It began creating hardware and accompanying software that included tablets, mobile phones, and video game consoles. Microsoft wanted to continue to dominate the entire computing world, and that just is not possible. Computing has grown enormously to the point where one specific company cannot dominate and innovate in everything. A firm that specializes within a specific area of computing will have the best chance at innovating and competing in a specific area. Microsoft was first and foremo ...

1. Microsoft
by, William Knowles, Indra Senihardja, Andrew Suen, Luke
Aiston
Here ill put the diagrams from the presentation (as instructed)
once it is completed -Tripp

2. Microsoft Corporation has been a powerhouse in the technology
industry since it’s founding in the spring of 1975. At the dawn
of a new technological age, Microsoft arose as one of the first
and most dominant champions, and as such, was the first
corporation to bring the power of computing into the common
household. There was once a time where the word “computer”
was accompanied solely by the word “Microsoft.” That time
seems like a distant memory now. Today, computing has
evolved from what it once was in 1975, when it was merely a
home computer with many limitations. In order for Microsoft to
make its way to dominance again, they must be able to
understand how both Microsoft and computing have evolved
over time, and where they will be going. They must focus on
that which made them who they are today, software, and once
again become proactive rather than reactive within their market.
Comment by William Knowles: Intro
In order for a corporation to be successful, it must have its
own identity. Without an understanding of who you once were
and who you currently are, you will never be able to end up
where you want to be. Since its founding in 1975 up until the
year 2000, Microsoft was the sole major player in computer
software and computer operating systems. It was the face of
technology, leading society into a new age of computers and
technology that had never been seen before. It was the pioneer
and face of the computing world. But what exactly is meant by
the term “computing”? During the aforementioned time period,
“computing” was strictly limited to computers, at a very basic
level. Whether for work or personal use, computers were
growing more and more popular, but strictly within the desktop
domain. Throughout the 2000’s and into modern day, the
domain of computing has expanded dramatically. With the
addition of laptops, mobile devices, cloud computing, and other

3. computer services, computing has become much more than it
was back in 1975. It is a much broader term than it once was.
During a time of rapid growth in computing, Microsoft should
have been leading the charge of innovation within computer
software, but they did just the opposite of that. Microsoft
wanted to remain the face of computing, and thus it stayed
involved with everything. It began creating hardware and
accompanying software that included tablets, mobile phones,
and video game consoles. Microsoft wanted to continue to
dominate the entire computing world, and that just is not
possible. Computing has grown enormously to the point where
one specific company cannot dominate and innovate in
everything. A firm that specializes within a specific area of
computing will have the best chance at innovating and
competing in a specific area. Microsoft was first and foremost
a company that created operating systems and software, and that
is where they need to focus and innovate in. Comment by
William Knowles: here i discussed the identity of Microsoft.
Who they were, are, and want to be
Current CEO of Microsoft, Satya Nadella, has made his focus
very clear, which is domination in market share. In 2000,
Microsoft’s market share was at 97%. Today it is at 20%
(http://www.forbes.com/sites/timworstall/2012/12/13/microsofts
-market-share-drops-from-97-to-20-in-just-over-a-decade/).
This dramatic drop is market share over the last fourteen years
is not nearly as bad it seems. Back in 2000, mobile phones
were not included in this metric. Mobile phones have become a
huge part of technology, adding an entirely new dimension to
computing. Since the contents that make up Microsoft's market
share have changed, it is an inaccurate way of analyzing the
company’s status. A better way would be to look to examine
each individual component of computing that Microsoft
competes in. Looking at a market share metric that only
includes desktop operating systems, Microsoft dominates that
market share at 92%. If you were to include mobile phones into
that metric, that number drops to 38%

4. (http://www.businessinsider.com/chart-of-the-day-the-
competition-for-windows-10-2014-10). This specific example
shows that Microsoft is still extremely successful in desktop
operating systems, but not so much in mobile phones. A look at
Mircrosoft’s most recent revenue report will illustrate that 70%
of the firms profits come from operating systems, software, and
software services (http://www.zdnet.com/apple-google-
microsoft-where-does-the-money-come-from-7000026043/).
Satya Nadella was partially correct when he stated that market
share was the focus of Microsoft. He just needs to be more
specific, and focus in on a specific niche within computing. By
focusing on market share as a whole, Nadella has stretched the
company’s resources too thinly, making both innovation and
market share success within Microsoft scarce. If the focus were
shifted in on operating systems and software, Microsoft will
have the resources and opportunity to innovate again. This will
allow them to be proactive and not reactive, and allow them to
dominate in specific areas of the computing market share.
Comment by William Knowles: Here I discussed the
Dilemma Microsoft faces, which is Market Share vs innovation
(Triangular thinking and organizational pattern)
Microsoft Organization Strategy
In the past, Microsoft corporation was the pioneer when
computer was introduced to the market, they were dominated
the operating system market for over decade ago. Microsoft
organization strategy was more on control rather than autonomy
or cooperation. Microsoft was fairly consistent in developing
their products for over a decade ago.
Today, Microsoft’s strategy is focused on productivity and
our desire to help people “do more.” As the Microsoft Devices
Group, our role is to light up this strategy for people. We are
the team creating the hardware that showcases the finest of
Microsoft’s digital work and digital life experiences, and we
will be the confluence of the best of Microsoft’s applications,
operating systems and cloud services.
In future, we believe that Microsoft organization strategic

5. should be in the level between control and cooperation.
Microsoft Organizational Pattern
How we should compete: Economy and Interaction
How we should grow: Making
How we should we organize: Centralization
some sources
1) http://www.businessinsider.com/chart-of-the-day-the-
competition-for-windows-10-2014-10 Today, Mircrosoft
dominated desktop operating systems with 92% of market. If
you include mobile devices as well, that number drops to 38%.
This means that microsoft soft is getting killed in the mobile
phone market, something they only recently added.
2)
http://www.forbes.com/sites/timworstall/2012/12/13/microsofts-
market-share-drops-from-97-to-20-in-just-over-a-decade/
Market share drop from 97% in 2000 to 20% today. The
problem with using market share on track microsoft's success is
that it is the the contents of what make up the term have
changed. Back in 2000, mobile devices were not included in this
metric. The addition of them did not do any favors to Microsoft
Microsoft
Group 7 - Final Presentation
PERSONA
PAST

6. Slogan: Where do you
want to go today?
Likeness: IBM
Counterpoint:
XXXXXXXXXGoogle
PRESENT
Slogan: Be everything
Likeness: XXXXXX
google
Counterpoint: Apple
Future Persona
Slogan: Be What’s Next
Likeness: Apple
Counterpoint: Blackberry
Performance
PAST
1) OS Focus
2) few competitors
3) Measured based
solely on software
PRESENT
1) OS split focus
2) Many competitors
3) Measured by a

7. combination of
hardware and
software
Future Performance
1) Higher OS Market Share
2) Focus on niche (while there are) less
competitors
3) Acquisitions
The Dilemma
PAST PRESENT
M
ar
ke
t S
ha
re
M
ar
ke
t S
ha

8. re
Innovation Innovation
The Future Dilemma
Innovation
M
ar
ke
t S
ha
re
Our Organization
PAST PRESENT
AutonomyAutonomyControl Control
Cooperation Cooperation
The Future of Our Organization
Cooperation
Control Autonomy

9. Our Strategy
PAST PRESENT
Interaction
Economy
Interaction
Economy Differentiation Differentiation
The Future of Business Strategy
Interaction
Economy Differentiation
Proposal
-Innovate within cash cows (OS and software
such as office).
-Market share will eventually follow.
-stop trying to dominate the entire tech sector