Extinguish: When extensions become a de facto standard because of their dominant market share, they marginalize competitors that do not or cannot support the new extensions.Extend: Addition and promotion of features not supported by the competing product or part of the standard, creating interoperability problems for customers who try to use the “simple” standard.Embrace: Development of software substantially compatible with a competing product, or implementing a public standard.Change the rules: Windows become the next-generation Internet tool of the future. Phase 3 (Innovate): move into a leadership role with new Internet standards as appropriate, enable standard off-the-shelf titles with Internet awareness. Offer well-integrated tools and services compatible with established and popular standards that have been developed in the Internet community. Phase 2 (Extend): establish relationships with the appropriate organizations and corporations with goals similar to ours. Only then can we effectively enable Microsoft system products to be great Internet systems. Phase 1 (Embrace): all participants need to establish a solid understanding of the infostructure and the community-determine the needs and the trends of the user base. In order to build the necessary respect and win the mindshare of the Internet community, I recommend a recipe not unlike the one we’ve used with our TCP/IP efforts: embrace, extend, then innovate. They were going to replace the world wide web with their own proprietary technology.Īccording to Wikipedia, the strategy and phrase “embrace and extend” were first described outside Microsoft in a 1996 article in The New York Times titled “Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet”, in which writer John Markoff said, “Rather than merely embrace and extend the Internet, the company’s critics now fear, Microsoft intends to engulf it.” The phrase “embrace and extend” also appears in a facetious motivational song by an anonymous Microsoft employee, and in an interview of Steve Ballmer by The New York Times.Ī variant of the phrase, “embrace, extend then innovate”, is used in this memo! The memo starts with a background on the Internet in general, and then proposes a strategy on how to turn Windows into the next “killer app” for the Internet:. ![]()
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