Learn What IT Pros Need to Know About Windows 11 - August 26th at 1 PM ET! Learn What IT Pros Need to Know About Windows 11 - August 26th at 1 PM ET!
Windows 10

For Microsoft, Aggressive Is The New Normal

Microsoft Hero 2

Many, many years ago, there was a time in Microsoft’s history that being aggressive would land them in hot water. The story of the EU fining the company for bundling its browser and then forgetting to include a browser ballot screen are well documented and are a part of the reason why the company could not get away with harassing users to upgrade or offering tools to make it easy to switch platforms.

In the past week, we have seen Microsoft directly go after Oracle, offer up a tool to make it easier to ditch Evernote and pit employees against admins when it comes to Windows 10. Reaching further back, we see the company placing Windows 10 upgrade advertisements in Windows 7 and 8 trying to get consumers to upgrade, attacking Apple’s MacBook with advertisements for its Surface, and the list goes on and on.

One thing has become clear in the past 18 to 24 months: Microsoft is not sitting back and letting the market dictate when users should upgrade. The tech giant is now pushing their products without repercussion as the market is now allowing them do this. With Windows XP, companies only upgraded after the support for the operating system came to an end, and Microsoft is hellbent on making sure this same scenario does not play out again with Windows 7.

Sponsored Content

Read the Best Personal and Business Tech without Ads

Staying updated on what is happening in the technology sector is important to your career and your personal life but ads can make reading news, distracting. With Thurrott Premium, you can enjoy the best coverage in tech without the annoying ads.

A few years ago, if they would have offered up free licenses to Oracle users, tried to buy Accompli, or released a tool that made it easy to ditch Evernote, there is a real possibility that these actions would have been blocked by consumer-protection groups around the globe. But with the looming threat of being sued by government agencies for business strategies, Microsoft was cornered in a way that hindered them from pushing their users forward like we see today.

Microsoft, who is still a strong player in the tech space, now has sizable competition from Apple and Google and even Amazon and because of this, the company is going back to its roots where it can be aggressive without repercussion. And it doesn’t matter if this makes you uneasy, Microsoft is a for-profit company and they intend to not let how they operated in the past decade stop their progress.

For those who may not remember, Microsoft obtained its position in the late 90s as the kingpin of the tech industry because of how Gates’ built the company and aggressively took on competitors like Netscape and Novell.

In short, the aggressiveness we see today might seem new to some, but it’s really the old version of Microsoft, and it’s not going away. And while this will annoy those who are entrenched in not upgrading software, it’s likely better for the tech community as a whole, as new software brings with it modern security enhancements that help keep your data safe.

Related Topics:

BECOME A PETRI MEMBER:

Don't have a login but want to join the conversation? Sign up for a Petri Account

Register
Comments (0)

Leave a Reply

Brad Sams has more than a decade of writing and publishing experience under his belt including helping to establish new and seasoned publications From breaking news about upcoming Microsoft products to telling the story of how a billion dollar brand was birthed in his book, Beneath a Surface, Brad is a well-rounded journalist who has established himself as a trusted name in the industry.

Register for Advanced Microsoft 365 Day!

GET-IT: Advanced Microsoft 365 1-Day Virtual Conference - Live August 24th!

Join us on Tuesday, August 24th and hear from Microsoft MVPs and industry experts about how to take advantage of Microsoft 365 at a technical level and dive deep into the features and functionality that will make your environment more secure and compliant.

RSVP Now

Sponsored By