NET: Interpretation of the new strategy of Microsoft Internet (on) (龙 阁 collection, strong recommendation!)
http://www.chinaby.com/column/column_page.shtm?column_type=comp_search&coluid=2215
[Author] Maoji Hui Chen Zhihong
Article outline:
First, strategic metastasis
1, what is .NET?
2, .NET is the transformation of computing mode
3, .NET to the transformation of software business model
4, Microsoft's ultimate goal
5, .NET impact on network business
Second, the close cooperation of the overall strategy and product goals
1, extension of the PC era
2, facing new equipment
3, MSN network service
4, enterprise application server products
5, other products
6, the product is about to eliminate
Third, management elite
Fourth, the competition for the new game rules
Preparation
Five, the story has just begun
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In the last 25 years of the 20th century, an influence profound company has emerged. It not only creates a "soft product", which greatly changed people's work, life and entertainment, but also a new business miracle that is very rich in individuals and companies. This is the famous Microsoft, a software empire that makes countless competitors. However, with the emergence and commercialization of another new thing, Microsoft suddenly does no longer occupy the dazzling position in the media, add Microsoft's slow response to network strategies, making people suspect whether Microsoft can be able to be in the network. The times continued to occupy the leadership. However, people often only see Microsoft's appearance, or only in accordance with the evil "hope" Microsoft's faucet is replaced.
We have thought that the well-known Microsoft has undergone major changes in recent years. Its core is constantly learning new ideas and business models from the outside world in the network, with its strong economic strength and research and development capabilities, putting a "software" The empire "re-created became a" digital service empire ". Microsoft is using the advantages of its software market, and it is advancing into every corner of the global economy. Microsoft tried to occupy the upstream position of a new round of competition. If the future digital economy has some lifewind, Microsoft's new strategy will control these lifelines. This article will try to analyze Microsoft today and future attachment strategies from an objective perspective, and provide reference and reference through practical practitioners throughout the industry. The author hopes to use the information and analysis of this article to truly help people working in the network, software and information business in front of the "terrible" Microsoft, can find their most appropriate positioning and countermeasures.
Strategic big transfer
"Microsoft .NET will initiate computing and people's exchange of revolution in the first decade of the 21st century. The complete maturity of people in Microsoft .NET takes a few years of hard work, but we are very excited, look forward to the arrival of this day."
- Microsoft Board Chairman and Chief Software Designer Bill Gates
Familiar with Microsoft must have "Information at Your Fingertips", "in each desktop, each family has a personal computer" (a Computer on Every Desk and in Every Home.) Is not strange . These two sentences are Microsoft's market slogans adopted in the past few times and the narrative for the company's vision, they always run through the company's products and market strategies. After entering the Internet age, Microsoft is not willing to beat behind, launched a new propaganda slogan, "Where are you do you want to go for ours?). In the Internet business enthusiasm, Microsoft consolidates your position on the one hand, and on the other hand, I will study and study the characteristics, calculation patterns and business models of future networks. Microsoft redefined the company's vision in 1999, "Advanced software allows people to obtain powerful energy through any equipment anytime," (Empower People, Any Place and ON ANY Device). This new expression not only redesigned a vision of more than ten years and even decades, but also clear that Microsoft will begin a new stage of development. Directional to Microsoft has always hosted, carefully deployed R & D power and management team, preparing to conduct a comprehensive transition in the new century. Sure enough, June 22, 2000, Microsoft officially announced its .NET (sound DOT NET) strategy, and determined that the new strategy directly invested 4 billion US dollars. .NET This has become a focus of the industry's eye-catching huge system. People cannot ignore this software empire in the new era. In fact, this announcement is called the second important turning in Microsoft, which is a large transformation of the upper and lower strategy from the MS-DOS to the window. Microsoft's high-level officials are almost moving. In short a few hundred different occasions, it repeatedly interprets and sells .NET's business model, technical implications, so that people see Microsoft's non-rush to launch a market concept, but Reforming a new giant in all directions. Many people don't want to see Microsoft's light, but in fact, I ignore Microsoft in huge innovation power. Microsoft is using a new strategy to extend the tentacles to people in the digital age, study and life.
What is .NET?
The IT industry commented that .NET could not be accurately grasped. Some columnists were unwilling to express their opinions to avoid losing. In fact, it is really difficult to use the accurate definition of .NET, we must use considerable paradils to make a specific analysis.
.NET once again called "Next Generation Window Services" (NGWS) in Microsoft, and finally determined that .NET name is not only Microsoft usual marketization means for Langliang's top and easy to identify, but also put this innovation Sex concept transition becomes a unified framework that integrates a new business model, a new technology model. The core concept of .NET is to "use the software as a service", which is to combine software application products and business, content, and information services to make it possible to subscribe to the network on the network. The way people are designed, constructed, implemented, operated, integrated, and software will be done through the network, so it is necessary to pay according to different ways to use these services.
.NET is the transformation of computing mode
.NET thoroughly turns the calculation mode from a single machine, client / server, and web site. Distributed computing. We know that CORBA and COM are comparable to the rounded part object computing model today. However, they all have the limitations of "local calculation". That is, these models are only local computing or this network computing mode, and the entire Internet is not used as a computational resource system. The .NET passes the various resources distributed on the Internet to a specific application interface by a technique called "Web Service, this is the core concept of .NET). The Web Service is equivalent to the API function that is often called in the past, and the part interface commonly used in object-oriented programming, only API typically exists in different modules of a single program, the part interface exists in different parts of the same machine, and Web Service will be distributed on the network. Web service supported by .NET will adopt a technique called XML as a core. XML is also known as a World language (Lingua Franca) that is called network computing, is an extensible markup language that replaces HTML. XML defines a variety of switchable data structures in the form of text tags, and can be transmitted using standard network protocols. Because of these features, XML actually represents the trend of platform neutrality and network calculations. With XML as a core technology, services provided by various websites are no longer limited to some flower green pages, but can be programmed to call the web service. With an example, the two business company managers can only look at the items displayed by the other website today, each transaction must also be carried out by email or written order. If both websites can upgrade to XML-based Web Service, then one company's site procurement service can call the other party's supply service and automatically complete the transaction. The manager of the two companies is to set some rules for the supply and demand relationship between the two companies. This is also the possible changes that XML calculations may bring.
XML is a language representation that is not related to the display, so XML also supports automatic conversion of various devices and display environments, and developers do not have to prepare different content and data for different sizes. Therefore, XML is in just Microsoft .NET must be able to become the core technology of .NET through various equipment access services.
Microsoft is defining a series of standards around Web Service, including SOAP, WSDL, WSML, etc., including multiple companies including IBM. These standards ensure future software developers to develop various service interfaces from the world in the same way, whether it is a huge computer provided by large computing services, or a stock exchange provided by market information. Microsoft also claims that Web Service will support multiple platforms, such as UNIX.
In addition to the emergence of this new type of computing mode of Web Service, Microsoft has added its existing research results in .NET, including: treatment and identification of natural languages. These technologies allow users to more flexibly manipulate various computing devices without having to rely on traditional mice, keyboards. The process of natural language is also able to improve the smart performance of the computer to automatically handle various XML information.
In summary, .net contains a new generation of computing models, which spans distributed computing around the world. The settlers of this rule will be able to gain a lot from the commercial model with it.
.NET transformation to software business model
.NET also brought a new business model for Microsoft. Microsoft predicts that "service" is the core business model of the digital economy, so it will gradually conversion today to rely on the profit form of sales box software, using .NET to put "Software-As-Service". Microsoft has step by step, which makes various software transformations into services that can be used by "subscribe", just like the use of telephone services, hydropower and subscription magazines, is paid according to "usage". To this end, Microsoft also constructs a series of auxiliary modules in .NET. These modules include user authentication, notification, network storage and other functions. Once Microsoft .NET's various basic construction modules have been developed, Microsoft will first start to "service" attempt, in the future, software users will be able to experience the usage software and according to the time of use, How much is stored in a functional module that stores requirements or use. In addition, Microsoft also considers a variety of business services, content services and software services, so that users will not feel that "software" in the future will be different from other information products, because people really need to complete their work quickly Target, not considering the form of product such as "software". In the next few years, Microsoft will gradually try to transform all the boxed software products into the way "subscription", Microsoft will break through the model of PC design software, which in turn provides a variety of digital services for all users, which will It greatly improves Microsoft's permeability of the economy and brings greater business value.
Microsoft's ultimate goal
It can be said that Microsoft puts all the bets on .NET. .NET reflects its ambitious dream, that is, it is a provider of future core digital services. Through the constant investment on .NET, Microsoft hopes to finally rule the client, control information path and charging mode, occupying the server's operating platform. Microsoft hopes to have a digital identity certificate for each user, more straightforward, Microsoft wants to become a "government" in the new digital economy.
The following schematic can express the ultimate goal of Microsoft in several levels:
The first level, Microsoft hopes to occupy all user terminal equipment, including telephone, television, personal computer, etc. Microsoft will continue to invade each corner of the company and the family, and this is not simply achieved by producing some equipment. All of Microsoft's equipment strategy will be closely integrated with Microsoft's software services, information services, and commercial services, and users will naturally be attracted by the benefits of these cross-service, and then they will use all related products in this system.
At the second level, Microsoft will continue to gather traffic from the global consumers through services. Microsoft has authenticated all users with its own equipment installation advantages. This certification is achieved through Microsoft Passport technology. If Microsoft is completely unaware of the development of today's network, it is indel, it is unique to purchase Passport.com, which can reflect Microsoft, I will have a long-awaited. Microsoft will establish a comprehensive service system through various means, including business, finance, family life, education, etc. Of course Microsoft will not provide all services and content separately, but it hopes to share user resources with all key service providers. Even the service.
On the third level, Microsoft will continue its software empire, it hopes that more service providers use its operating system platform and computing mode to develop Web Service with Microsoft's own development tools.
Through the three levels of collaborative efforts, Microsoft will significantly expand today's commercial model to create multiple new income sources. Be a bold assumption, if .NET can succeed, Microsoft will reach more than ten times more than today.
We are here to describe Microsoft's ultimate goal ------ Microsoft wants to use .NET to control the key links of digital economy, truly control the lifeblood of digital economy, and finally designed the rules of the game's constant benefiting . Every day users unscrew the "Digital Water Head" to access any service, they will pay a part of the money to Microsoft.
.NET impact on network business
.NET reflects Microsoft's senior people's deep grasp of digital economy, and also reflects Microsoft's overall decision-making capacity. Because .NET contains a series of commercial ideas, technical ideas and management philosophy reflects the future trend, so regardless of whether it is ultimately by Microsoft to assume the burden of achieving future goals, this process will have the social economy, Business and individuals have a profound impact. First, people will use a variety of devices to access network services in the next few years. The way to use these devices will be accessible, that is, do not need to prepare different data for different devices. The mobile phone book on the phone is fully synchronized with the computer in the office. It is only a small news program that is exactly the same as the TV.
Second, people's services will be able to integrate with each other and intelligently provide personalized support. When you arrange for a city for business trips, you will be transferred to different service sites or terminals in a Web Service in a way on flight booking, hotel reservations, customer meetings, restaurant ordering, and notification family. All the actions can be Different in one time. You will even surprise the dishes for meals are selected according to your preference. And when you cancel these actions, just click a button to complete all the notification process. Why is today's website difficult to profit? In addition to the reason for the degree from traditional service and the degree of social informationization, there is also a reason is that the user authentication, market development, and business process implemented by the website itself, the cost is too high, it is difficult to guarantee the greatest value to customers . The future service agencies only need to implement their core business, these services will integrate into a complete activity of the user to achieve its business value.
Again, the efficiency and accuracy of society will greatly improve. More business activities can be automatically completed under the set rules, and various intermediate processes and full of paper will gradually be eliminated. Instead, there are more competitive services for people to choose. This feature is particularly obvious to education, and learning will become a very easy personality selection process. All of this will depend on the development of a new generation of network software and computing technology like .NET.
Microsoft's strategy is positive. If you can grasp Microsoft .NET's ideological essence, service providers, software developers, and enterprise users will benefit.
Tight coordination of overall strategies and product objectives
"Any company must form a real overall and integrate personal efforts into a common effort."
- Master of Management Peter Durak
Microsoft is a successful software company. One of the important reasons is its core management and product implementation. This systematic capacity provides Microsoft with the continuous inheritance and continuous product integration strategy, and eventually formed Microsoft's steady development. Product line.
Extension of the PC era
Microsoft's growth is closely related to the PC, and Microsoft's operating system is also the key to Microsoft's ability to rule software industry. In the past two decades, Microsoft produced every development of the operating system to produce a new stimulus on the PC industry. It is also because of the core position of the PC in the information industry, Microsoft's success in the PC operating system naturally brought its position in the entire information industry. However, in the late 1990s, the network and e-commerce became the driving force of the driving information industry, and the PC is no longer the only information processing tool. Microsoft is in danger in this change, but it has quickly adjusted himself, adapting to market changes. Microsoft has made a new positioning in "post-PC era" through several years.
Whether it is in the face or really understanding, Microsoft firmly believes that even "Post PC Age", the PC is still a central role in the calculation task. So Microsoft .NET strategy naturally inherits and promotes the most successful PC window system, although Windows 2000 does not acquire a market effect like Windows 95, Microsoft does not care about these short-term gains. Because in long-term strategies, Windows 2000 is not a transition product. Microsoft is about to release its next-generation unified operating system this year, Windows XP (Microsoft is no longer naming new operating system and office application products, and uses XP, meaning "experience", experience). Windows XP is not only unified, not only different enterprises, home operating system platforms, but also Microsoft's first generation .NET core technology, will lay a good client and server-side user basis for Microsoft's overall strategy. Different versions of Windows XP will be a core operating system that Microsoft is located on a large screen device (PC, TV, game consoles, handwritten computers, etc.). For example, the embedded version of Windows XP will become the operating system of Microsoft personal game terminal Xbox. From MS-DOS to Windows, Windows 95 (and OS / 2 with IBM), Windows NT, until today's Windows XP, Microsoft continues to make its own innovation with the development of the entire information industry. You can imagine that Windows's banner will continue to flutter over the park of Raymond.
New equipment
Microsoft only produces a mouse, keyboard, and game controller a few years ago, and does not really involve other consumer hardware products. But as the "Post PC" era is coming, Microsoft also realizes the importance of controlling the end user terminal equipment. Since 1997, Microsoft truly puts human and financial development non-PC equipment operating systems and applications, and there is a Windows CE, Windows NT embedded version and other product lines. After 2000, Microsoft has gradually introduced more equipment systems, and gradually cooperates with .NET's overall development strategy.
Microsoft's early equipment products are hard to get rid of the shadow of the PC operating system in terms of performance or functionality. However, Microsoft gradually adjusted the PC thinking, and truly developed the hardware of low memory and low operational speed. With a large amount of funds in small screen equipment, Microsoft is taking back the market share that has been invaded by other vendors, and towards the interaction of ultimately realized large screen devices and small screen devices. Microsoft's Pocket PC is also subsequent versions of Windows CE. In the past year, the market share has raised 5 percentage points, although far from the overall share of Palm, it is obviously highly hope in growth trends.
Many comics make Microsoft as a multi-tuning big chapter, Microsoft's tentacles are indeed ignorant. It does not hesitate to plug in a next-generation handheld telephone device. Recently announced "Smart Phone" Stinger is the latest PocketPC application, Microsoft has authorized a number of vendors to start designing Stinger-based smartphones, transfer Microsoft's window interface to mobile phone, so that users can more naturally go to mobile devices Seamless operation. Stinger not only integrates the phone, network and entertainment functions, but also achieves a smooth transition from 2.5G and 3G communication.
Pocket PocketPC Smartphone Stinger
There is also a public concern and Microsoft has entered the opportunity to enter the game console market. Since Microsoft's ultimate goal is to occupy as much end device, Microsoft must not ignore tens of millions of users and billions of dollars. So under this consideration, Microsoft is both Sony's income, and expects to develop new equipment markets for accessing information and networks. Xbox not only integrates Microsoft's years of DirectX technology, but also integrates the characteristics of better hardware and entertainment electronics. Obviously, in the layout of Microsoft, the group of consumers will be further expanded.
Microsoft's interactive TV products are not backward, although the 1995 acquisition WebTV has been blaming in the number of users, but Microsoft's decision to enter the home living room is not shaken. Recently, on the basis of WebTV, Microsoft also cooperated with Direct TV services to develop Ultimate TV products, and won many favors in CES 2000 (Electronic Consumer Exhibition). The famous ZDNET AnchorDesk column edited David Kecy also advocated the top box products that can be recorded while watching. In addition, Microsoft also reveals the development plan of its written computer (Tablet PC), further extends its mobile computing territory. Writing board can be seen as a laptop keyless disk, and users can manipulate with a pen (or sound) with Microsoft's identification technology. The Tablet PC itself is not very innovative, but the new user experience emphasized in Microsoft .NET is very important. I believe Microsoft will not officially announce this product.
