Lately, it’s been a virtual, headline-grabbing tug-of-war between Google and Facebook. Facebook opened the world up to the possibilities of social networking; Google fought back with the introduction of Google+. Both companies found themselves in court; Facebook denying charges of violating user privacy and Google arguing that it does not hold a monopoly in the search market. Were it not for the occasional (very occasional), piece of news regarding Bing; Microsoft might be all but forgotten, for most.
Microsoft was in the news lately, but not for the reasons they’d like. In an industry where innovation is a requirement for just staying afloat, Microsoft has been floundering. Perhaps seeing the mobile direction in which internet technology was going, the office software kingpin had focused their efforts on popularizing cloud technology. A 20-year partnership with Cirtrix (the creators of cloud computing), resulted in the release of several versions of Windows and, ultimately, Windows Azure. Released commercially in February, 2010; Azure allows companies to store programs and information, remotely. The ability to access information from any location and not weigh individual systems down with vast memory requirements affords businesses a slew of advantages…and one glaring disadvantage.
On February 29th (Leap Day), Azure users found themselves without access to any of their online resources; data, programs, none of it. It seems that Microsoft’s cloud programmers neglected to account for the extra day. The Leap Day Bug, as it has been called, prevented user certifications from being properly authenticated; prohibiting the system from communicating within itself and denying user’s access. This was a huge misstep for a company struggling to stay competitive and a warning for any business which relies solely on cloud technology for their data storage.
It’s difficult to predict what the future holds for Microsoft; their break-neck fall from grace has potentially devastating implications for the company. Efforts to revitalize the now-archaic Internet Explorer have been met with lukewarm enthusiasm from users; many of whom found the browser’s purported improvements a weak imitation of Google’s Chrome. Microsoft’s music resource, Zune, created to rival Apple’s iTunes, has long been a punch-line for late night talk shows; even getting spoofed on Saturday Night Live.
Ten years ago, few would have believed that Microsoft could ever be where it finds itself today. The once-undisputed leader of all things computer made what may turn out to be a fatal mistake; it got complacent. This has a clear message for anyone trying to stay ahead in the technology arena. Staying on top doesn’t just happen. It requires vigilance and constant adaptation. Whether you are defending your position in the organic search listings or your corner on the market, it takes work and consistency. Don’t make the same mistakes Microsoft did. Partner with a marketing agency that has the expertise and diligence to keep you ahead of the curve.
