Microsoft Technology Strategy

Week 7 Course Project

Microsoft Corporation: A Technological Strategy

Jeffrey Robinson

DeVry University

Professor Harrison Burris

August 24, 2013

Table of Contents

INTRODUCTION 3

PART I: STRATEGY 4

PART II: CORE COMPETENCIES 5

PART III: INDUSTRY DYNAMICS 6

PART IV: TECHNOLOGY SOURCING AND INTERNAL INNOVATION 7

PART V: PRODUCT DEVELOPMENT STRATEGY 8

PART VI: STRATEGY TO PROTECT INNOVATIONS 9

REFERENCES 10

Introduction

The Microsoft Corporation is a multinational software corporation whose headquarters is in Redmond, Washington. Microsoft develops, manufactures, license and supports a wide range of products and services that are related to personal computing. Microsoft is most notably known for its Windows Operating System(OS), Microsoft Office and Mobile products like Windows Phone and now tablets.

Over the past 5 years or so, Microsoft has fallen behind with is world-wide dominance.

For example, although Windows OS is still the #1 operating system, it no longer leads by the margin it once had. This is due to the increased popularity of Apple iOS, Linux and Google Android and Chrome OS. Less than 10 years ago, Windows Phone was #1 with over 40% of the market share, now that market share has dropped to less than 5%. My strategic plan is to help Microsoft increase its market share and gain a competitive edge. It will be important to change the existing technology strategy to something more collaborative and expandable.

Microsoft has made billions of dollars making great products at a great price, but the complacency of the past 5 years or threatens to undermine the company’s relevance in the future of computing. Although Microsoft is still big and competes vigorously, Microsoft has not seen much product growth outside of products like SharePoint and recently Windows Phone. If Microsoft doesn’t upgrade its technology strategy soon, Microsoft will soon become a “…footnote