14 DAY TRIAL // Satya Nadella, Microsoft’s new CEO that took over from Steve Ballmer earlier this month, said with several occasions that Redmond wants to become a leader in the innovation world, as it wants to help customers get things done faster and easier.
Frank Shaw, Microsoft’s head of communications, is saying basically the same thing in a letter published on Business Insider which he used to comment to a recent article published in the New York Times.
Technology columnist Farhad Manjoo wrote in his article that users should choose Apple devices, Google services, Amazon media and store files on Dropbox, pretty much because they are providing the best products in their respective markets right now.
With Microsoft clearly missing from the list, Frank Shaw wrote in the letter that all these companies could become irrelevant in the coming years, while the Redmond-based giant keeps putting the focus on innovation.
Of course, he uses the occasion to praise Microsoft’s “cross-platform connected ecosystem” and explained that Google and Apple were “monetizing the products they invented 5 or 10 years ago.”
Here’s Shaw’s letter in full, as published by Business Insider:
Dear Farhad,
When you wrote for Slate, you often championed new emerging technologies that offered the tantalizing prospect of disrupting static markets by putting more power and choices into the hands of the people who use them. So naturally, I was a little confused when I opened the paper of record this morning to find that along with switching your employee badge, you seem to have switched sides, and are now a firm supporter of the status quo.
I’m referring, of course, to your advice column for consumers wishing to avoid “tech extinction” by betting on the wrong horse. Surprisingly though, your predictions seem like you are using a rear-view mirror, not a windshield, to look at the road ahead. You recommend sticking with today’s biggest players in the mobile phone, web services and content marketplaces, diversifying purchases between Apple, Google and Amazon accordingly. The core argument for doing this seems to be that none of these companies are likely to go away, and that spreading your bets reduces the risk of “lock in.”
Ironically, these recommendations do lock you in. To expensive hardware with fewer choices and to aggressive content screening and intrusive advertising.
More importantly though you are discounting the possibility that the best antidote to extinction is actually betting on players who are innovating today, not simply monetizing the products they invented 5 or 10 years ago. Your own advice would have had a 2007 smartphone buyer picking a BlackBerry over an iPhone, a 2001 gamer buying a Dreamcast instead of an Xbox, and a 2008 social media user putting all their contacts into MySpace, not Facebook. This would have look like sound advice at those moments in time, but of course it wasn’t. Not because those products were bad, but because they had already peaked, and were no longer focused on solving customer problems in fresh new ways. The best way to avoid extinction is betting on a commitment to evolution through innovation.
So while your readers could take your advice and blend in with the current crowd, we’d encourage you (and them) to take a look at some alternatives that offer even better ways to get things done. And with a cross-platform connected ecosystem that spans the workplace to the living room featuring best in class products like Office, Skype and Xbox, we’re a pretty safe bet too.
fxs