Microsoft: The very antithesis of strategy

Posted on by Mike Evans

Every week, it seems, we hear more evidence that Microsoft's strategy in the last decade or so has not worked. Windows is now occupying the low ground as more any more consumers of choice defect to Apple and to non-Microsoft smart devices. Even the corporate world is now taking Apple seriously as more and more companies give their employees a choice under schemes such as BYOD, Bring Your Own Device. Most are bringing Macs and iPads, I hear.

John Kirk, writing in Techpinions, compares this strategy unfavourably with that advocated by Sun Tzu, famous for his seminal tract, The Art of War, written over 2,500 years ago: 

Microsoft could learn much from Sun Tzu. Over the past fifteen to twenty years, Microsoft has engaged in the very worst kind of generalship. Microsoft has allowed their competitors to join forces and successfully scheme against them. Microsoft has responded to the successes of their competitors by forswearing their strongest weapons, abandoning their strongest defensive positions and rushing to attack their competitors wherever they may be, even if those battlefields were located where Microsoft was at its weakest and their competitors were are at their strongest. When these attacks inevitably failed, Microsoft resorted to wars of attrition. Yet in these wars of attrition, it was Microsoft, not their opponents, who suffered most, taking disproportionally greater losses than they inflicted.

Microsoft over the past twenty years has been striving to snatch defeat from the jaws of victory.

Windows' reign is coming to an end 

Apple is becoming an increasingly major player in enterprise

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