Entelligence: Time for Microsoft to once again embrace and extend
By Michael Gartenberg 
posted July 11th 2010 9:00PM
posted July 11th 2010 9:00PM
Entelligence is a column by technology strategist and author Michael Gartenberg, a man whose desire for a delicious cup of coffee and a quality New York bagel is dwarfed only by his passion for tech. In these articles, he'll explore where our industry is and where it's going -- on both micro and macro levels -- with the unique wit and insight only he can provide.
A core part of Microsoft's strategy from days gone by was known as embrace and extend. With a reboot of their mobile platform due later this year, is it time for Microsoft to think about moving some of their services and applications to competitor's platforms? To some degree, it's already happening. Microsoft licenses the ActiveSync protocol which allows Android, iOS and other platforms to wirelessly sync with Exchange. It's developed Bing and Live Messenger apps for iOS and also done a deal to bring mobile Office apps to Nokia's platforms. One could argue that in some of these cases Microsoft has given competitors access to what could have been key differentiators for its own mobile efforts. I'm not sure I disagree with that analysis, but now that it's happening, I think Microsoft should think even more broadly about porting some applications and services. Here's what I'd like to see made available for other platforms.
Office Mobile: Sure, there are other solutions for viewing and editing Office documents on almost every platform, but none of them carry the Microsoft Office brand. A version of Office for mobile (including a touch-enabled version of OneNote) would be an instant best seller on every platform and a become the de facto standard for mobile office applications. A combination of free document viewers and a suite of applications at a reasonable cost would put Microsoft at the top of mobile productivity and at the same time help continue to drive Office sales for PCs and Macs.
Zune Pass: It's one of the best music subscription services around, but it only works on PCs and the few Zunes that have been sold in the market -- and yes, the even fewer Kins. A Zune client that supports streaming and offline downloads would be a great way for Windows users who for one reason or another haven't embraced Microsoft's mobile devices to use more of the company's services. Apple's great iPod success came with the addition of Windows support, and Microsoft can similarly position Zune as a choice for media consumption on non-Microsoft platforms -- mobile and desktop alike.
Xbox Live: It's another perfect app for mobile use and another reason for consumers to consider an Xbox purchase. While Microsoft likely prefers Xbox Live remain a premiere experience for Windows Phone 7 users, there's simply too many XBL members who don't use Windows or Windows Phone 7. It's silly to ignore them. Done properly, Xbox Live could become the standard for mobile gaming without Microsoft having to recreate the entire ecosystem, and provide a strong incentive for developers to create titles for the experience.
It's not likely that Microsoft (or any other vendor) will dominate the mobile platform space they way that Windows dominated the PC industry. While Windows Phone 7 may allow Microsoft to become a strong mobile platform provider, porting applications and services to other platforms can help Redmond become the key provider for core functionality across multiple platforms and devices. As non-PC devices become more important to consumers, this is a perfect opportunity for Microsoft to set the standard for core functionality on every platform and further drive the Microsoft brand into the consumer world. The alternative is to allow others to drive those standards -- and rather than embrace and extend, Microsoft's efforts could be engulfed and devoured.
Michael Gartenberg is a partner at Altimeter Group. His weblog can be found at gartenblog.net. Contact him at gartenberg AT gmail DOT com. Views expressed here are his own.
Office Mobile: Sure, there are other solutions for viewing and editing Office documents on almost every platform, but none of them carry the Microsoft Office brand. A version of Office for mobile (including a touch-enabled version of OneNote) would be an instant best seller on every platform and a become the de facto standard for mobile office applications. A combination of free document viewers and a suite of applications at a reasonable cost would put Microsoft at the top of mobile productivity and at the same time help continue to drive Office sales for PCs and Macs.
Zune Pass: It's one of the best music subscription services around, but it only works on PCs and the few Zunes that have been sold in the market -- and yes, the even fewer Kins. A Zune client that supports streaming and offline downloads would be a great way for Windows users who for one reason or another haven't embraced Microsoft's mobile devices to use more of the company's services. Apple's great iPod success came with the addition of Windows support, and Microsoft can similarly position Zune as a choice for media consumption on non-Microsoft platforms -- mobile and desktop alike.
Porting applications and services can help Microsoft become the key provider for core functionality on other platforms and devices. |
Xbox Live: It's another perfect app for mobile use and another reason for consumers to consider an Xbox purchase. While Microsoft likely prefers Xbox Live remain a premiere experience for Windows Phone 7 users, there's simply too many XBL members who don't use Windows or Windows Phone 7. It's silly to ignore them. Done properly, Xbox Live could become the standard for mobile gaming without Microsoft having to recreate the entire ecosystem, and provide a strong incentive for developers to create titles for the experience.
It's not likely that Microsoft (or any other vendor) will dominate the mobile platform space they way that Windows dominated the PC industry. While Windows Phone 7 may allow Microsoft to become a strong mobile platform provider, porting applications and services to other platforms can help Redmond become the key provider for core functionality across multiple platforms and devices. As non-PC devices become more important to consumers, this is a perfect opportunity for Microsoft to set the standard for core functionality on every platform and further drive the Microsoft brand into the consumer world. The alternative is to allow others to drive those standards -- and rather than embrace and extend, Microsoft's efforts could be engulfed and devoured.
Michael Gartenberg is a partner at Altimeter Group. His weblog can be found at gartenblog.net. Contact him at gartenberg AT gmail DOT com. Views expressed here are his own.
Come on microsoft... We want something good out of you yet :)
@hammydbest
Bing on the iPhone is pretty brilliant. I assume it is the same on other devices, their whole setup for mobile browsing through their engine. Especially their Bing images.
Give it a try people, it is noice.
@hammydbest
no damn u, you commented when i was logining in
@QwaF
idk why, but everything made by Google works like a dream on Android. ill stick with Google.com :P
@hammydbest
Unfortunately Microsoft kills of most of the good stuff they make. I'm still pissed about the Courier going the way of the Dodo.
It seems the only thing that MS can do these days is Entrench and Exploit. I suppose they had to go back to their roots.
@QwaF I tried it a month ago and wasn't impressed
@johnston9234 ... Seriously? Engadget, you need to start banning "first"ers, especially people who do it wrong.
@hammydbest I like the idea of office mobile for all other platforms. However there is no way they should give allow their competitors to get their hands on zune pass and xbox live.. Just imagine the iPad 2 with xbox live and office mobile. Game Over. Bad idea imo.
@hammydbest
Since Office Mobile, Zune Pass, and Xbox Live are all main attractions of Windows Phone 7, why would Microsoft port them to other platforms?
so basically what i got out of this article is you think there are lots of people with macs that want windows phone services (like you)
market research showed that Mac owners would tend to lean towards the iphone and not toward a windows phone, zune pass..
sorry. you should own a pc if you want to use windows phone.
@Steve Jobs Clone
because they do it better on windows phone. Why have a walled garden?
@hammydbest
Really? So Mac fanboys can have Xbox Live, Zune pass and Mobile Office on the iPhone!
The most stupid commend I've ever heard. Those are "the" features for Windows Phone 7. Why would Microsoft give competitor an edge?
@hammydbest
When I seen that pic, I immediately thought, "Man, that kind of look would really look amazing for an OS."
Anyone else agree?
@Steve Jobs Clone
because mac fans actually want that stuff because they know windows phone 7 is awesome by they already sold their life to itunes and steve jobs, so they have to beg for these features like idiots
@hammydbest
Hope Microsoft is listening
@datoneperson
And ignoring too!
Microsoft would rather have people playing Xbox Live games on Windows Phone 7 than people playing Xbox Live games on the iPhone.
This is like asking Apple to release Final Cut Pro for Windows. It's not going to happen which is a good thing.
@Edobe
I absoloutley disagree with this article, considering the recent changes Microsoft has made with there entire ecosystem from the zune to windows 7(minus the kin).
I believe that Microsoft is going to put a huge emphasis on it's zune, xbox, and office hubs when it comes to advertising windows phone 7. That functionality, along with the multiple carriers and handsets the operating system is going to be available on will be part of what Microsoft needs to make windows phone 7 series stand out from the crowd, and give it the potential to be an even bigger success.
Making those features available on other platforms would be a good business move for Microsoft if they didn't have there own mobile operating system, of which they've put out millions of dollars and time into creating.
@Steve Jobs Clone: They're not all "attractions" yet... Though Office Mobile apps for other platforms make sense (free viewing - paid editing) if well done would be a big hit, the biggest hindrance isn't cross platform but international access.
Many of the Zune services, including Zune Pass, are still largely US centric. I imagine that once WP7 launches, that will change, but the regoinality has to die before they consider other platforms.
Just a couple of salient points the article kind of misses. ; )
@Steve Jobs Clone
I agree that MS has absolutely no reason to port Zune Pass to Android/iPhone/Symbian etc, but that doesn't mean I don't want them to.
It is a brilliant service. I love it on my ZuneHD and if I wasn't so dedicated to Android at this point I would seriously consider WP7 just for the Zune integration
@hammydbest
Was going to get the droid x but the locked down bootloader is pushing me to wait for the wp7 launch. Go Microsoft.
@Steve Jobs Clone
You people speak as though Microsoft already have a position of strength in this market, and that WP7 is guarantee success. People are not going to switch to WP7 just to use Office, so it is in MS best interest to offer it to competitors to keep it relevant in the mobile market. They will just use something else (iWork, Google Doc).
@geniusdog254
Agree. I for one own a Zune HD with Zune Pass, Xbox with Xbox Live subscription, and Microsoft Office 2010. The reason I plan to buy Windows Phone 7 is to extend those services to my phone. If those services is available on other phones, what motivation do I have to buy Windows Phone 7?
@dave95
Really, who else have Xbox Live? Apple - No; Google - No
iWork have problems exporting to Office files; Google Doc - same thing
Zune subscription. Apple - No; Google - No
Many people would rather pay a subscription than pay for individual songs like they do now on iTunes.
@hammydbest The only things Microsoft has done well are xbox 360 and windows 7, everything else has basically failed except for things that aren't consumer products
@Steve Jobs Clone
Or more importantly, why would the competitors want to give microsoft a backdoor into THEIR platforms? The deal with nokia was obvious -- Nokia are seriously struggling in the smartphone biz, and they don't have the resources to product office applications. Do you think Apple would approve Zune Pass or a Microsoft made Office suite for iOS? I think not. They have competing services.
ActiveSync and Bing are different -- bing is just a search engine with other location services...Apple doesn't have anything like that, so there's no competition. Android OEMs have the freedom to use bing, because Google isn't that strict when it comes to cans and can'ts.
ActiveSync is the number one push email protocol, and it has been for quite some time, next to blackberry. I would say that Apple, Google, Nokia, etc were the initiators of the deal to provide sync functionality on their OS's...not MS saying "hey, wanna use our push system? we'll give you a really good price!"
I think microsoft needs to concentrate on their own platform first before considering other core applications (like office) to be ported to other OSs.
@DoctarPeppar
The same reason people want Microsoft Office for Mac. The first question people ask when when they buying a Mac computer: "Is there Office for Mac?"
@hammydbest
If you want Xbox Live on the iPhone, might as well ask for Final Cut Pro for Windows and see if that happen
@Steve Jobs Clone
Basically when Apple does it it is called a 'walled garden' and now you want MS to do the same? What am I missing here?
@Steve Jobs Clone
iWork for iOS is in v.1 so I am sure such issues will be worked out. But it's still good enough for many now and I just don't see 3+ million giving up their iPads just for Office on a competing device.
There are good alternative to Zune subscription for the iPhone in case you didn't know like Rhapsody, Spotify (coming soon to US).
XBox Live on WP7 is a proof of concept at this point. Apple will be pushing their own Game Center.
@geniusdog254,
What's so brilliant abbot Zune pass? When I want to listen music I either find a free mp3 (there is a lot of it on the net) or just go to Amazon and buy it there for 99 cents per song. Now this song stays in my library and is copied to my phone whenever I want to. No need in online services like Zune pass.
@wtgig
Yeah. You got to say that Microsoft seems to have alot of pull in this sector, if they do manage to get everything right. But still, the competition is very tough. If Nintendo drop a SIM into their 3DS, bam, game changed again.
@That guy 2,
To me, One Note is an example of disaster. It's so counter-intuitive, I never could find anything in it and tried to use it as little as possible. Evernote is ten times simpler to use. Office 2007 with its ribbon is another bad example. I suspect they use similar ribbon in Office 2010? It's so much more difficult to find necessary function on a ribbon then on a regular top menu!
@Steve Jobs Clone,
Obviously, Sun failed to deliver a message to mass-market that there is a free Open Office suite on which they can do everything they could in MS Office.
@QwaF
It is nice. I've deleted the google app ever since I downloaded it.
@n8equalsd
Hey Gartenberg!
Kin.
@Steve Jobs Clone Because Windows Phone 7 will split the Android market, best case scenario.
@Steve Jobs Clone I am with you. iphone fanboys please, you want to dig into the microsoft ecosystem, buy a freaking windows phone 7 then. You guys are lucky MS let you all use sync for exchange. That's right, before you talk trash about any freaking thing MS makes remember that the only reason your iphone or any phone, matter fact, syncs all of your email and calendar appt it's because MS made a syncing system that actually works, too bad that is all you are going to get. there is no way you all are getting zune pass, xbox live, and office. You all can keep thinking itunes its the best there is, not even a chance. MS is about bringing good technology to all but the software and apps we keep.
@vkelman
You can buy individual songs songs (DRM-free MP3s) from Zune too. Most of them are higher bitrates than AmazonMP3 as well. The Zune Pass is an added (optional) benefit. If you have it you get 10 free songs that you can keep forever even if you cancel your pass. Essentially you're pay less than $5 for access to most of the Zune Marketplaces music content which you can also stream via web browser on any computer that has an internet connection. As well as stream directly to the devices over Wifi and soon over 3G on Windows Phone 7 devices.
@MicrosoftOwns
We sold our souls to itunes? GTFOO!
Since there are more pcs sold(windows based) than Macs then I can safely say you pc fanboys have more souls sold than the Mac folk. Get your damn game right.
And itunes is nothing more than a way to get the same music from the same damn record labels.
What! Does Jay Z sound better if you get it from Amazon rather than itunes?
Please!
@VanNorden wow, how can u not be impressed, bing maps are better, you can see a view of the earth without downloading a file, the picture viewing tops any other by a million, and it doesnt look completely boring like google does
@hammydbest thank you for this article. i'm so sick of seeing apple news, apple iphone unlocks, jailbreaks, new apps, antenna problems and more Jobs related news. This fall, I want engadget and Gizmodo to put more windows phone 7 news more than any of at least the droid or iphone.
@hammydbest
No, we* just want something good and worth the $$$ spent. Period.
Who it comes from we just don't care. If Microsoft cares to stay "in the game that matters" they will have to produce something good for us*.
* - mobile users who will not move to WinPho7
@jalexoid Your logic does not make sense. You claim yourself as one of the 'mobile users who will not move to WinPho7' yet say you don't care from whom the product comes from.
How about we all see a device running a release version of WinPho7 before we prejudge and declare that we absolutely won't be getting it? There is huge potential for an interoperative home and phone with voice and facial/body recognition between MSs products. I don't have vast amounts of confidence that they'll tie them all up properly, but I also don't see counting them out yet. More people have PCs at home because they like good games as well as a variety of apps, and if their phones will sync, their profiles will go with them wherever they go and their home systems will recognise them personally - well, we'll be one step closer to taking away that ever-niggling irritation at trying to get our devices to all work together without Google being involved.
@vkelman
I think that I am the only person in the world that likes office 2007 more than previous versions.
I don't really like One note but the excel interface really works for me. Everybody else just points and laughs when I say that though.
havn't played with 2010 as yet.
@Steve Jobs Clone
Sure, but Apple doesn't make a competing office software for OS X do they? They do on iOS.
What most of you probably don't know is that Zune is pretty much only available in the US. I know for a fact that it's been out of canada's shelves for a year now and that the only viable option is the iPod. Having said that, there is a major factor that most you know seems to be missing... iPods are still THE media player for 85% of the people and I really don't see people buying a Zune instead of an iPod just to have access to Zune Pass, i'm sure we can all agree on that. Of course there are always exceptions but it really is not the majority!
If we take a look at Office for iPhone for a moment, does anybody think that one would buy a Windows Phone 7 for Office if what he really want is an iPhone (you could apply that to an Android phone also but i use an iPhone so...), I know I wouldn't. What anybody would do is buy DocumentsToGo for the iPhone and forget that Windows Phone 7 ever existed. On the other hand, I love Office and I would surely choose Mobile Office over DocumentsToGo or even iWork for that matter if it was available for the iPhone. Unfortunately it's not, do I plan on buying a Windows Phone 7, nope. You could argue that i'm an iPhone fanboy, and you might be right but any of you probably also have a preference regarding which phone you want to use and I pretty sure that an App wouldn't have someone change from an Android phone to the iPhone.
This also applies to the Mac and PC... I'm pretty sure Windows Phone 7 isn't a big enough incentive to have someone buy a PC to replace his Mac just because he wants to be able to sync his phone. That's probably one of the reason why Microsoft released Office for Mac.
Anyways, interesting article... Made sense for me!
@QwaF
The Bing search for images is pretty damn awesome and seems more relevant versus what I'm getting in Google. Definitely will try it out more.
@Steve Jobs Clone I'd rather not pay for my music at all, thank you very much.
@Edobe Not game over. By opening up the software and cloud services to other platforms, they decouple the software from the hardware experience. You could see it as risky for MS, but if everyone is using non-Apple software on Apple hardware, you've decoupled Apple's hardware and software businesses, and broken into their walled garden.
If I have Apple hardware because it's cool and I run only cross platform software on it, then you can get me to switch by giving me cooler hardware (It'll still have the software I want). MS has a number of hardware partners who would jump at this opportunity: HP or Sony, for instance.
@Steve Jobs Clone The idea that they would get more money selling copies of Office Mobile than selling copies of windows phone 7. Plus, it would help them out with keeping DOC as a de facto standard.