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Microsoft: New Beginnings

by Kerry Dawson


I just read this article by Shel Israel called “How Context Could Put Microsoft Back in the Game” which postulates that Microsoft is perspecting its true position today. It is a company that has a large user base with tons of cash but they have fallen behind the times and are not considered the cool company they used to be. Shel Israel just wrote a book called “Age of Context” in which he postulates Microsoft has a chance to re-enter the ranks of coolness (my take) by attuning themselves to our very context driven society.

He is saying changes in the Microsoft culture are taking place that would allow this to happen. Changes of the nature in which they realize they have fallen behind in the technological game. That’s a huge first step. I can confirm I have seen these changes myself and as a result Microsoft seems a bit chaotic to deal with these days as they try to re-envision themselves and re-engineer themselves. It’s actually wonderful to see as Microsoft can bring a lot to the table even for us Mac folk (yes, I said it).

What I see as more than valuable in Microsoft’s shift is not so much their willingness to recognize they’ve fallen behind and need to do something dramatic with their technologies and thus embrace “The Age of Context” but rather their willingess to admit they’ve fallen behind. As such, there is now a refocusing on technology and therefore product that is more current. There is also a willingness to listen to the customer thus engendeering a newfound loyalty one that has been lost.

In my planned articles on using an Apple computer to run Microsoft services such an approach benefits both companies. Microsoft is no longer likely or as likely to bristle when they hear the word Mac. All I’ve said to them is a Windows 8 license is a Windows 8 license regardless of where the user wants to run it. For the guy stuck in a company that runs on Microsoft Exchange servers, no longer is he shackled to a PC. He can still run all things Windows on a Mac but now has the liberty to take advantage of really the most advanced software offerings of the Mac. That the two OS’s applications are running side by side is almost transparent. It does not affect machine performance and the only thing that you might want to do with a Mac in this scenario is have more memory (I like 16 gigs but 8 is fine and 4 is doable).

Read Shel Israel called “How Context Could Put Microsoft Back in the Game” as I think you might enjoy it. It’s very well written and gets at one of the key concepts as we transition into the next ten year phase and that’s computing by context.

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