Governments seem to like it a lot, probably because they see a lot of similarity in the OSS structure to their own, where progress is hardly a priority and often seems more like something to be avoided. The question of when the next major Linux release will occur is perennial. And in an environment where the next major license can’t even be decided on, the concept of a major OS release is virtually impossible to accomplish.
Linux is, in effect, cheap UNIX and much like the guy who has a cup out asking for donations lives on the generosity of others like HP and IBM. But Oracle recently demonstrated that this generosity may result in some unintended consequences if the “generous” company suddenly realizes they can take the corner and the cup any time they want.
There is no FUD in this. Linux isn’t changing much and there is no risk of Linux going away, so there is no Uncertainty. And nothing I’ve said should create Fear unless you’re trying to actually make money on Linux, and in that case I’m not telling you anything you don’t already know. And I haven’t introduced any Doubt – you either know this to be true or don’t get out much.
I only set this up to say that Microsoft clearly wanted to beat Linux and with vastly more resources and supposedly more experience pretty much got its butt kicked up and down the court. This is kind of like a top tennis player going against an eight-year-old and losing badly.
Related Articles |
Novell and Microsoft: The Vista Impact Linux Kernel Goes Virtual: A Challenge to Xen? |
So now let’s introduce some FUD and ask the question: What would happen if Microsoft got its act together and came up with an effective anti-Linux strategy instead of the pro-Linux strategy they now have?
What, you think Microsoft has always had an anti-Linux strategy? Look at the results: virtually every time Microsoft attacks Linux it ends up stronger and more entrenched than before Microsoft took action.
Microsoft’s Error
The mistake I constantly see Microsoft making with Linux is the same mistake I’ve seen Microsoft competitors make when competing with Microsoft: focusing on the competition and not the customer.
This mistake is even a bigger problem with Linux because it isn’t a product from a company; not really, it’s seen as a collaborative offering created by the customers themselves. When you attack it, as SCO found out painfully, you end up attacking the very people you may want to sign the check for the stuff you sell – and that isn’t particularly smart.
So, what does the customer currently using Linux want? They want a good value, they want control of their own shop, they want to trust what they get and who is providing it, and they want to participate in decisions that affect them. They currently see Microsoft as too expensive, forcing them to upgrade or pay for products they don’t yet feel they need. Partially as a result, they don’t trust the company, and they feel that Microsoft doesn’t listen to them when they complain.
For Microsoft to attack Linux doesn’t fix these kinds of impressions. Because the attack is focused on IT’s own fix, it is often seen as an attack on them. And the Linux community, made up to a large extent by IT types, moves to defend the platform.
Next Page: Imagining a Successful Microsoft Linux Strategy
Imagining a Successful Microsoft Linux Strategy
So a successful Microsoft strategy would start with Microsoft. In fact, it might reside entirely in Microsoft. But starting with the development of a collaborative offering that would better embrace the related needs of Linux users than Microsoft’s current offering would only work if the folks participating trusted Microsoft.
So the first, and arguably most painful, step for the company would be to restore trust. To do that would require a stronger and more visible customer advocacy than currently exists in the company. But, once built, this advocacy, if done successfully, could alone do wonders for future product acceptance and related product success. Also, inside the company there needs to be stronger independent intelligence, which would help prevent failed strategies like “Get the Facts,” which reduced trust while fueling Linux community focus and adoption.
Related Articles |
Novell and Microsoft: The Vista Impact Linux Kernel Goes Virtual: A Challenge to Xen? |
In short, a successful Linux strategy wouldn’t be one where Microsoft attacked Linux at all; in fact, they might often praise and emulate it, to create offerings and forums which allowed their customers to perceive Microsoft future offerings as superior. It could result in much more creative pricing and financial rewards for those firms who more aggressively contributed to making these future products better.
Strangely enough, if you ignore the unfortunate intellectual property statements coming out of the CEO’s office at Microsoft, the move to partner with Novell could be the first big step to solving the intelligence problem at Microsoft, which goes to the core of their past failed Linux strategies. If they listen to Novell and don’t accidentally torpedo them, the end result could be an “ah hah” experience that would result in the change that Microsoft needs to effectively move back into the center of software and move Linux back to the fringes.
But these kinds of changes are very difficult. Executives resist seeing change. Often the measurements needed to show how bad a problem is simply don’t exist because executives fear they will be used against them in reviews.
However, Microsoft has a number of wake-up calls coming at them this year. IBM is at the heart of most of them. First, by using favorable perceptions of the Linux Foundation to eliminate one of Microsoft’s core advantages as an entrenched vendor, and second, a credible attack on the desktop that is only hindered by IBM own market blinders (which is a whole different column). Finally, Microsoft continues to bleed core executives to Google. And the folks they are losing, unlike those that went to Netscape, are really top employees, and each departure reinforces the message that problems that need to be addressed at Microsoft are being ignored.
I see the indications of change in some of the recent involuntary staffing changes, I see them in the emergence of approved and unapproved employee blogs, and I see them in the recent Novell partnership.
What I don’t yet see is the realization that they are on the wrong path. That, I believe, is coming. Let’s see how long it takes.
Ethics and Artificial Intelligence: Driving Greater Equality
FEATURE | By James Maguire,
December 16, 2020
AI vs. Machine Learning vs. Deep Learning
FEATURE | By Cynthia Harvey,
December 11, 2020
Huawei’s AI Update: Things Are Moving Faster Than We Think
FEATURE | By Rob Enderle,
December 04, 2020
Keeping Machine Learning Algorithms Honest in the ‘Ethics-First’ Era
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 18, 2020
Key Trends in Chatbots and RPA
FEATURE | By Guest Author,
November 10, 2020
FEATURE | By Samuel Greengard,
November 05, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
November 02, 2020
How Intel’s Work With Autonomous Cars Could Redefine General Purpose AI
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 29, 2020
Dell Technologies World: Weaving Together Human And Machine Interaction For AI And Robotics
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
October 23, 2020
The Super Moderator, or How IBM Project Debater Could Save Social Media
FEATURE | By Rob Enderle,
October 16, 2020
FEATURE | By Cynthia Harvey,
October 07, 2020
ARTIFICIAL INTELLIGENCE | By Guest Author,
October 05, 2020
CIOs Discuss the Promise of AI and Data Science
FEATURE | By Guest Author,
September 25, 2020
Microsoft Is Building An AI Product That Could Predict The Future
FEATURE | By Rob Enderle,
September 25, 2020
Top 10 Machine Learning Companies 2021
FEATURE | By Cynthia Harvey,
September 22, 2020
NVIDIA and ARM: Massively Changing The AI Landscape
ARTIFICIAL INTELLIGENCE | By Rob Enderle,
September 18, 2020
Continuous Intelligence: Expert Discussion [Video and Podcast]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 14, 2020
Artificial Intelligence: Governance and Ethics [Video]
ARTIFICIAL INTELLIGENCE | By James Maguire,
September 13, 2020
IBM Watson At The US Open: Showcasing The Power Of A Mature Enterprise-Class AI
FEATURE | By Rob Enderle,
September 11, 2020
Artificial Intelligence: Perception vs. Reality
FEATURE | By James Maguire,
September 09, 2020
Datamation is the leading industry resource for B2B data professionals and technology buyers. Datamation's focus is on providing insight into the latest trends and innovation in AI, data security, big data, and more, along with in-depth product recommendations and comparisons. More than 1.7M users gain insight and guidance from Datamation every year.
Advertise with TechnologyAdvice on Datamation and our other data and technology-focused platforms.
Advertise with Us
Property of TechnologyAdvice.
© 2025 TechnologyAdvice. All Rights Reserved
Advertiser Disclosure: Some of the products that appear on this
site are from companies from which TechnologyAdvice receives
compensation. This compensation may impact how and where products
appear on this site including, for example, the order in which
they appear. TechnologyAdvice does not include all companies
or all types of products available in the marketplace.