The fall and rise of a giant

In todays technology landscape, there are a only a handful of big players today. I am talking about Google, Apple and Microsoft. All three seem to be on a different path, yet all are contenders in the great struggle to be the biggest in consumer IT and electronics. The history of Apple is no secret, partially thanks to the excellent biography of Apple's visionary founder, Steve Jobs. That having said, any good observer will notice quite a change of course in Apples path, going more and more in the direction of a fashion brand company, moving away from being a technical company, in a certain way.

Apple has followed a course where the devices you buy from the company function more or less like a "black box", meaning that you do not (have to) worry about how it functions, but enjoy the device doing exactly what it should, saving you valuable time do to your business. In order to do that, the company has developed a strong set of rules that cannot be changed, allowing the customer to be as free as possible, within the set rules. From a service perspective, it's the only way to get this done. In order to deliver the smoothest functionality to the largest denominator of consumers, you have to "wall the garden", or there will be too many people changing settings to their own liking, thus creating a very complicated landscape that will eventually impossible to manage or service. If you keep things relatively simple, it gets much easier to service everyone.

Now that this target has been mostly reached – it is an ongoing process, but the basis is in place – Apple is focussing on becoming a luxury brand. First steps include hiring a fashion CEO and creating a watch. It is all about the devices, and making these as personal as possible, giving the consumer the idea he or she is part of something, something you see around strong fashion brands.

Microsoft has chosen a different approach. Bear in mind that Microsoft is still associated with the rather loud Steve Ballmer, who took a lot of very conservative decisions. The company behind Windows. But today, Microsoft is so much more than it used to be, actually, it has been in the process of reinventing itself, and it looks very promising.

Microsoft's Nadella is a visionary, too. He understands the landscape and its players. He understands that the power lies in the consumer. Where it used to be Microsoft dictating what the consumer needs, Nadella understands that for Microsoft to succeed, the company has to offer everything and anything the consumer might want. And is has stepped up to do just that. Instead of telling the customer what to do, it is now changing the software landscape, making Windows (10) into a service, instead of an operating system. The device you like to use? Your choice. If it is a tablet or a laptop, or even a TV, Windows looks and reacts exactly the same. And if you run a windows phone, and hook that up to a bigger screen, the operating system and its apps become the richer, fuller featured version of the full laptop or desktop computer.

Latest in Nadellas developments is the offering of Windows 10 as a service, enabling the rich features of the operating system to the fullest extend on devices that would normally not be capable, due to hardware specifications. It is a turn around. In the past, MS would dictate you with each new release what hardware you would need now to keep running the new version, making the customer responsible for keeping up with the company's demands. The old Microsoft did not make any hardware, thereby not assuring you the software would run on the hardware you bought. The new Microsoft does make some hardware (tablets, phones) but assures you that its software will run on specified hardware from manufacturers. The game has changed in a lot of ways. It is a pleasure to see a company like Microsoft change so much, effectively rising like a sleeping giant.

A few interesting reads:

Windows 10 launches on July 29th, here's how to get in line

Here come the Windows 10 computers: PCs, convertible laptops and mini-desktops

*Disclaimer – I typed this on a Macbook Air, but I could have done just as good on a Surface tablet.