Much has been made on numerous tech sites of the alleged Microsoft decision to release the touch friendly version of Office dubbed “Gemini” first on the iPad rather than on their own Windows 8 tablets. The angle a lot of the articles have taken is that this somehow highlights a huge vote of no confidence in Windows 8 and that even Microsoft favour the iPad over their Surface and Windows 8 tablet devices.
I don’t think this is the case, my feeling is Microsoft realise that their long game is to get us all hooked into their cloud based Office365 environment. After all in terms of long term revenue streams, that is where they will make the money over time. But couldn’t they still do this by launching on the iPad after the Surface? Well yes, but the early adopters of the Surface devices will already be running Office2013 which when combined with keyboard covers mean the device is already ahead of the iPad for document production and spreadsheet editing. So it does make sense to target the iPad contingent initially and pull them into the Office365 eco system.
Then this Monday (23/02/14) the same type of lazy reporting comes out of the Mobile World Congress. Headlines scream Nokia are going Android, but what they’re doing is launching a forked version of Android on some cheap handsets for emerging markets, they won’t hook into Google Play at all and will have their own app store. Again they’re designed to bring people into the Microsoft ecosystem with OneDrive, Skype, HERE maps etc integrated and a very Nokia Lumia (Windows Phone) UI on top. Still, I’m actually more convinced on the Office play than this one, although I can see where they’re coming from in terms of the ecosystem I struggle to see how the Nokia X can be that much cheaper for emerging markets than say the Lumia 520. Especially when you consider the loosening of the hardware restrictions this week for Windows Phone.
But what this does all show is that it’s not about just products anymore, it’s all about the ecosystem. Apple understood this first and tied up a good chunk of the consumer market, Microsoft is aiming to do the same in the corporate space with Office365 and Azure. Throwing a line to the huge iPad user community with Office Gemini or leveraging an Android development team for cheap entry phones is just a long game play for Microsoft.
The question to Legal IT vendors is how are you going to plumb into these ecosystems? If you’re coming along to LawTech Futures 2014 in March I’ll expand on this topic and question a bit more in my talk (straight after lunch on the Lounge Stage).