In the past, Microsoft’s tendency to bundle its software products – such as browsers and media players – together in a way that was considered damaging to competition was slapped down by the EU with multimillionaire fines. But since 2014, under the stewardship of CEO Satya Nadella, Microsoft has managed to pull off two great pivots. First, it swore off a software licence model in favour of Office 365’s cloud-based subscription-based model. Then it restyled itself as a tranquil benevolent actor, a far cry from both the second-wave tech giants routinely on the front pages of newspapers for data gluttony and fake news, and Microsoft’s own cutthroat reputation of yore. But several companies, especially in the less headline-grabbing b2b sector where Microsoft is king, think that it has not really changed.
“In the business enterprise environment, Microsoft is still very strong, and particularly the Office suite is very strong,” says Maurits Dolmans, a partner at law firm Cleary Gottlieb Steen & Hamilton. “There are people in the market I’ve heard suggest that Microsoft is using that very strong position in the enterprise environment to convert people and drive them to the Microsoft Cloud.”
Source: Wired UK