This preview shows page 1. Sign up to view the full content.
Unformatted text preview: very go o d thing! How Important Are Switching Costs to Microsoft?
“It is this sw itching co st that has giv en o ur custo mers the patience to stick w ith Windo w s
thro ugh all o ur mistakes, o ur buggy driv ers, o ur high T CO [total cost of ownership], o ur
lack o f a sexy v isio n at times, and many o ther difficulties […] Custo mers co nstantly ev aluate
o ther deskto p platfo rms, [but] it w o uld be so much w o rk to mo v e o v er that they ho pe w e just
impro v e Windo w s rather than fo rce them to mo v e. […] In sho rt, w itho ut this exclusiv e
franchise [meaning Windo w s] w e w o uld hav e been dead a lo ng time ago .” Co mments fro m a Micro so ft General Manager in a memo to Bill GatesM. P arso ns,
“Micro so ft: ‘We’d Hav e Been Dead a Lo ng Time Ago w itho ut Windo w s AP Is,” ZDNet UK,
April 22, 2004, http:/ / new s.zdnet.co .uk/ so ftw are/ 0,1000000121 ,39152686,00.htm. Complementary Benefits
Complement ary benef it s are tho se pro ducts o r services that add additio nal value to the
View Full Document
This document was uploaded on 01/31/2014.
- Winter '14