Financials Indicate Microsoft Prepping for War

SpaceAdmiral writes "Microsoft has surprised analysts by forecasting significantly higher expenses in the next fiscal year, an indication that the company might be getting ready to do battle with its online rivals. According to analyst Eugene Munster of Piper Jaffray, 'It looks like Microsoft is going to war with Google.'" From the article: "According to Mark Stahlman of Caris & Company, the fact that Microsoft plans to spend significantly more in 2007 was an indication of renewed aggressiveness in its competitive strategy and an indication that the company was returning to the kind of actions it exhibited before the Justice Department's antitrust lawsuit in the mid- and late 1990's. 'It's pretty clear that Bill is running the company again,' Mr. Stahlman said, referring to Bill Gates, 'and they are going to remake the business. They are being much more combative and much more strategically managed.'"

Comments

They are already losing this war

[chriss]

From the end of TFA:

The company also noted that its search ad revenue fell during the quarter as it tried to shift its online advertising away from a service provided by Yahoo to the newly developed MSN Ad Center system.

This may of course change in the future, but I somehow doubt they can touch Google or Yahoo. The whole race for the crown is about the search based ads, not about who uses which search engine. So Microsoft has not only to get a lot of users to use MSN search as their standard search engine, they also have to convince all the advertisers that their system works at least as good or better than those from Google or Yahoo/Overture.

When Microsoft entered a market late in the past, they always could leverage their market position. It was easier to use the already installed IE then to download another browser, it was easier to use Windows Media Player than to download and install RealPlayer or Quicktime. If Microsoft had no leverage in the market, they used their money: They bought shares in cable companies, started cooperations with mobile phone makers or massively subsidized XBOX/360.

But what could they use this time? Desktop search integrated into Vista? Standard search in IE7? Lower prices for advertisers? Most likely all, but nothing will give them a real advantage. They will have to really compete and innovate this time, and that is not something they are good at.