Shades of “Embrace, Extend, Extinguish” from BITD? Let’s hope not!
Microsoft is striving to make its Azure cloud platform the world’s dominant computing platform, but in a multi-cloud world is Microsoft too Azure-centric?
Before iOS and Android usurped the PC by way of mobile, Microsoft’s Windows operating system ruled computing. As a once Windows-centric world has now embraced iOS, Android and Chrome, Microsoft has positioned Azure as a Super OS that embraces these other platforms.
Microsoft envisions Azure as a cloud platform that will run the world’s cross-platform apps, power tens of billions of Internet of Things (IoT) devices, stream content like media and games and power intelligent edge devices. As a cloud provider second only to Amazon (AWS), and a company achieving billions of dollars of growth in its cloud business every year, Microsoft seems well on its way to its goal.
Still, Microsoft is trying to seduce the world into its Windows-for-everyone-and-everything like Azure-for-everyone-and-everything strategy. Despite Microsoft’s leadership (second to Amazon) position in a multi-cloud world, AWS and Google Cloud Platform (GCP) are the preferred cloud services by many. Given this indisputable reality, perhaps Microsoft’s approach to the cloud should be as collaborative as its Windows and other cross-platform efforts have become.