INSUBCONTINENT EXCLUSIVE:
This year is the 20th anniversary of Windows 98, and when that operating system launched, Microsoft was on top of the world
The Windows operating system was on the vast majority of PCs and laptops, for which there was a rapidly growing market
Competing operating systems, such as Linux and Mac OS, were relatively niche products that were only installed on a fraction of PCs, and by
While its Windows operating system continues to be incredibly successful, with Windows 10 now installed on 400 million devices worldwide,
years, with its iMac and MacBook ranges making it a big player once again in the PC market
attempts, helping Apple to overtake Microsoft when it comes to brand value.When Windows 98 launched Microsoft's operating systems
dominated the home and office computing landscapesLinux use has also grown, and while it may not come close to troubling Windows when it
have also seen new competitors arise to challenge Microsoft, most notably Google and Amazon, and these companies have proven to be more
innovative and nimble when it comes to the changing needs of customers.So, what does Microsoft need to do to not only regain its place at
the top of the tech food chain, but to make sure it continues to be relevant in a rapidly changing landscape Here we look at the ways in
which Microsoft needs to innovate to survive.Embrace what it isOne of the most frustrating things about Microsoft is that while once it was
an innovator and leader, it now seems to look towards its competitors, and try to emulate their successes.This is particularly the case when
it comes to Apple and Google, as well as Sony and Nintendo
has failed to enjoy the success of the search giant.Meanwhile, Microsoft chases the home console market that is dominated by Sony, while
also trying to appeal to the more casual gamers that Nintendo excels at catering for
failed to gain a foothold in a smartphone market dominated by Apple and Android devicesThese are by far the biggest revenue generators for
focusing on its strengths, and innovating in those areas, Microsoft can ensure it continues to remain relevant.There are promising signs
that Microsoft is learning this
Rumors are swirling about its next-generation Xbox, including hints that Microsoft will release Xbox Scarlett, a console that utilizes
to a subscription service for its Office suite with Office 365, and continually updating Windows 10 with new features, shows that the
company is capable of thinking outside of the box when it comes to its biggest products
way we use our devices, and what we want out of modern computers, has changed drastically over the past 20 years, and these things will
continue to evolve into the future
bold when it comes to innovating with new products.Its half-hearted approach to VR saw Microsoft outsource the manufacture of Windows Mixed
Reality headsets to third-party companiesThat means no half-hearted attempts as in the past
With Windows 8, for example, Microsoft saw that users were migrating to smartphones and tablets for their daily computing habits, such as
browsing the web and writing emails
However, rather than making an operating system especially for mobile devices, it created an awkward hybrid operating system that was
supposed to appeal to traditional desktop users and customers with touch screens, but instead disappointed both.More recently, Microsoft saw
the interest in virtual reality and augmented reality, and introduced the concept of Mixed Reality to Windows 10
However, rather than fully embracing Mixed Reality, and transforming Windows 10 into a truly innovative operating system for a new way of
computing, Microsoft took a frustratingly hands-off approach, letting third-party manufacturers such as Asus and Acer build their own
support of Mixed Reality consisted of an easily missed -app that offers Windows 10 features in a confusing VR space
With little support from Microsoft, Mixed Reality already feels forgotten about.It could have been different if Microsoft had created its
own Surface headset that, like its other Surface products, shows what the hardware is capable of, and inspiring manufacturers to come up
with innovative competitors
It could have made a version of Windows 10 that makes sense in VR, rather than relegating VR to an app.Whatever the future brings, Microsoft
should be willing to take chances and experiment, putting its stamp on emerging technology and changing tastes
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