Microsoft’s New Embrace, Extend and Extinguish

The new embrace, extend and extinguish strategy of Microsoft is specifically designed for Web 2.0. It works like this:

  1. Clone: Do something somebody else did. This is the usual first step. Example: Microsoft’s Office Web.
  2. Provide cross platform friendliness: Initially, the web application works in any browser or any device. i.e. Firefox, Opera, Safari, iPhone, Blackberry etc.
  3. Deny cross platform functionality: Suddenly the web application is denied service on every non- MS browser and non- Windows based device. i.e. the web application Firefox, Opera, Safari, iPhone, Blackberry etc. Example: Hotmail stopped working on Firefox.

So after Step 3, users will be forced to move to a MS browser or Windows based device.

The pre-requisite for this srategy is a fast browser and Microsoft is working on that. The hotmail denial of service was a test to see if any alarms of the geek community’s alarms against unethical practices will be set of.

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