Back in 2015, I pointed out that Microsoft made only 10% of its revenue from Windows sales. Instead, it wants you to rent a service from it forever and a day. Microsoft doesn’t want to sell you bits on a floppy, CD, DVD or download anymore. What does Microsoft’s marketing push against itself mean? It means that it is moving from being a product company to being a service company.
In the software industry, a 16-year drought for killer apps was once inconceivable. What exactly can you add to an office suite these days, anyway? As far as I’m concerned, the last worthwhile “new capabilities” came with Office 2003. I’m sure the line of users wanting to sign up for those “new capabilities” is already forming.
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