MS Blue Team

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Microsoft Case StudyBlue GroupJune 22, 2001: 

Microsoft Case Study Blue Group June 22, 2001 Executive Development Program Team Blue Members: Michelle Sheardown-Tanzos Bell Canada Sav Giovanniello ATandamp;T Aime Lord ATandamp;T Dwayne DeJong Lucent James Yang Nortel Paul Cohen Celestica Doug Moore Celestica Karen Moss Bell Canada Geoff Lyons Bell Canada

Microsoft Case StudyBlue GroupBusiness & Regulatory Assumptions: 

Microsoft Case Study Blue Group Business andamp; Regulatory Assumptions Business andamp; regulatory assumptions: The department of justice ruling will be favorable to Microsoft and will not impact it’s existing and future business

Microsoft Case StudyBlue GroupIndustry & Competitive Assumptions: 

Microsoft Case Study Blue Group Industry andamp; Competitive Assumptions Industry assumptions: There is a void in the transmission protocol market with the advent of new technologies and the limits of TCP/IP BDU andamp; Content partnerships will be critical to any industry success Competitive assumptions: There is an unlimited global marketplace with no ceiling for a new, technologically inclusive transmission protocol AOL/Time Warner is the key competitive threat to Microsoft

Microsoft Case StudyBlue GroupWorld dominance and everything thereafter: 

Microsoft Case Study Blue Group World dominance and everything thereafter Company strategy #1: Marshal enormous financial and intellectual resources Implementation strategy: 30 Billion (+) war chest andamp; war team Tactics: Aggressive protocol development Acquisitions and, or, alliances/partnerships ATT access division acquisition Sony content division Bloomberg/CNBC Iridium (garage sale price) Yahoo.com Company strategy #2: Create new standards and technologies Implementation strategy: Aggressive universal protocol development to replace TCP/IP Tactics: Randamp;D to cannibalize exiting XP technology (SIP from IETF)

Microsoft Case StudyBlue Group World dominance and everything thereafter: 

Microsoft Case Study Blue Group World dominance and everything thereafter Company strategy #3: Emulate competitors Implementation strategy: Emulating other industry alliances (AOL/Time Warner) Tactics: Acquisitions and, or, alliances/partnerships ATT access division Sony content division Bloomberg/CNBC Iridium Yahoo.com Company strategy #4: Bundle new solutions Implementation strategy: New transmission protocol over all media including satellite over a central set of hosted services Tactics: Partnerships and acquisitions

Microsoft Case StudyBlue Group World dominance and everything thereafter: 

Microsoft Case Study Blue Group World dominance and everything thereafter Company strategy #5: Market with existing product lines Implementation strategy: Introduce new protocol to all existing product lines Tactics: Implement developed protocol to all new product and service lines and phase out old technology on existing product/services lines Company strategy #6: Extend Microsoft in ways that competition can’t emulate Implementation strategy: Make all other transmission protocols obsolete Tactics: Lobby standards groups globally to embrace andamp; encourage new standard

Microsoft Case StudyBlue GroupAssessment of Opportunities and Risk: 

Microsoft Case Study Blue Group Assessment of Opportunities and Risk Opportunities Emerging markets (India, China, Indonesia) still WIDE open Domestic/global subscription rate still low (unified messaging potential - translations) Lack of a singular transmission protocol Satellite communication market still undeveloped in some emerging markets Risks Competitor attacks on current products/services Future anti-trust liabilities (ATT, Yahoo) Cost of acquisitions Protocol specification leaks prior to implementation – 2nd to market? Global government intervention Global economic recession

Microsoft Case StudyBlue GroupKey Learnings: 

Microsoft Case Study Blue Group Key Learnings Key Learnings Microsoft is a Gorilla who seems well positioned for the future……….. (Rating: Strong buy)

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