Educatie Seminar Microsoft Live @ Edu 29 10 2008

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Presentatie op Databyte Edcatie Seminar 29-10-2008

Transcript of Educatie Seminar Microsoft Live @ Edu 29 10 2008

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Educatie Seminar29-10-2008Peter de HaasOnline Strategy ManagerBusiness Marketing

Ontwikkelingen & Microsofts visieSoftware + Services

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*Hi, I"m Charles Fitzgerald, the General Manager of Platform Strategy for DPE. I want to help you understand Software plus Services broadly so you can tell the story to customers and partners. Software plus Services is a technology approach. It is HOW we are approaching a variety of problems. But before we talk about the how, I want to talk about WHAT some of those big problems are that we"ll use Software plus Services to address over the next 5-10 years. There really are four separate worlds of technology today: first is the desktop PC world, second is enterprise server computing, third is the Web and online services, and fourth is the world of devices, including mobile and TV-connected devices. These four worlds historically have been very separate; each with their own customer needs and served by different vendors. Microsoft is very unique in that we have a foot in each of these four worlds. While we do have incredible breadth that goes from the data center to the media center, and from the back room to the living room, we still run these businesses largely independently. There just isn't a lot of connection or overlap between say our enterprise business and the Xbox business. Believe it or not, that is changing and we have an opportunity to really use Microsoft's breadth on behalf of customers. There will be a lot of innovation within each of these four worlds, and Software plus Services will help advance each of them individually. But a lot of the problems the technology industry will try to solve over the next decade involve trying to bring these worlds together. Let me give you some examples: The desktop personal computer is evolving to personal computing that spans multiple PCs and devices as well as services from the Web. Second example is as the digital marketing revolution continues, enterprises increasingly will connect with their customers through a variety of PCs and devices. Similarly, Enterprises also have to enable their employees to work anytime, anywhere across that variety of PCs and devices. Online services are starting to penetrate into the enterprise, with what some people have called the consumerization of IT where companies start to rely on Internet services rather than applications they run locally. And there is a lot of work to be done to make the Web more accessible from non-PC devices. Across these different scenarios, as these worlds converge, no one is in a better position than Microsoft because we have a foot in each of these worlds. The question is how do we bring these worlds together? One view is that everything will move to services running on the Internet and PCs, devices and on-premise infrastructure just won't matter. Services on the Internet are definitely driving a major transformation in our industry. "Services" unfortunately is a pretty overloaded word and it is worth understanding the different areas of innovation happening around services. The first is the idea of software-as-a-service, or SaaS as it is called, which is about one-to-many delivery of software over the Internet. SaaS is fundamentally about delivery of software and shifting the operational burden from the customer to a hoster or more likely the software developer themselves. is probably the best known example of SaaS today. A second area is service orientation, which is a development approach that lets us compose multiple services. It shows up in the lightweight mash-ups you see on the Web today all the way up to the more heavyweight Service Oriented Architecture (SOA) approaches. We have been a leader in service-oriented development with the SOAP family of protocols and the work we have done in Visual Studio. A third area of services innovation is what people have called Web 2.0. And while it is hard to get agreement on a precise definition, Web 2.0 broadly is about the renaissance of the Web and the move to richer and richer experiences on the Web. These are three different areas of service innovation. You have undoubtedly been asked about Microsoft's perspective on these and other industry trends. We support each of them but we also have the opportunity to bring together each of these trends under the Software plus Services umbrella. Software plus Services is really about bringing together the best of both the software world and the services world. And it really is as simple as the name suggests. You can think of Software plus Services as a continuum with pure software solutions at one end and pure services solutions at the other. Both software and services by themselves have pros and cons associated with them, such as flexibility, control, convenience, extensibility, integration, customization, security, data protection, richness of experience, ease of deployment, just to name a few. If you look at Xbox it is a great example of the power of Software plus Services. It is the combination of local software running on the console and the Xbox Live services results in an experience that is head and shoulders above the standalone game console today. Different solutions and even different customers of the same solution will want to make different tradeoffs along this continuum. By embracing a Software plus Services approach, we can give customers maximum flexibility, whether they are consumers or the CIO of a global enterprise. We believe the Software plus Services approach will beat a software alone or services alone approach. Most of the industry also seems to be on the same path to Software plus Services as well. Software companies are adding services and services companies are adding software. You'll find the actions of companies that talk about everything moving to services don't necessarily agree with their words. Consumer Web companies like Yahoo and Google are creating lots of client software with toolbars, and sidebars, and deskbars as they seek a more persistent customer relationship. They're also adding offline support and reaching beyond the browser. The upcoming Windows Live Wave 2 release will really demonstrate how Software plus Services can take the customer experience to the next level. And it isn't just consumer companies, but also business focused companies like Salesforce and RightNow. Salesforce's slogan may be "No Software" but that hasn't prevented them from quietly rolling out a Windows client software application to let salespeople work offline. They don't talk about it, but that local software is critical for them to be competitive. So while different companies will start at different places on the Software plus Services continuum, everyone is headed for the same spot where they can get the best of both worlds. Microsoft's strategy is Software plus Services. Hopefully this gives you a deeper sense of the thinking and principles behind our approach. For the reasons I've laid out, we believe this approach will deliver the greatest value to our customers, choice for our customers, and will be broadly adopted across the industry.

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