Scenario of Indian Banking Sector has been more or less similar in last two decades. In technology, where things can change within few months and sometime in days also companies are more concerned about providing next wave of innovative products from their own portfolio rather than leaving customers looking for it from competitors. And here comes the unconventional world of decisions in tech universe. So it was always better for Microsoft to disrupt the market, rather than waiting for others to do that. What they need it to give a chance to customer to experience the next wave of technology and any start up can do that. In technology, companies need not to have scale to disrupt the market. Bill Gates was convinced that if he did not replace his cow with his own (Microsoft's) product, someone else will certainly do. But here, Microsoft was replacing cash cow with a question mark. A conventional business sense would say that milk the cash cow as much as possible and then replace it with other cash cow. MS DOS had been a cash cow for Microsoft and MS Windows was a product, for which customer base was to be made. When Microsoft decided to introduce Windows and toning down DOS, it was all against conventional wisdom.
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