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Established Players in Tech Industry Are Displaced By New Technologies and Companies Often When They Are Operating At Their Peak (learningbyshipping.com)

In a column, Steven Sinofsky, former President of the Windows Division at Microsoft, cites various examples from the past to suggest that it is often when incumbents in technology space have established market dominance that new startups rise and displace them: While the tech incumbents are clearly generating massive revenue and profits, nearly all of this comes from products developed long ago. In fact, as we now know in hindsight, it is exactly when conventional wisdom conflates today's economic success with forward-looking product innovation that seeds are being planted for the next massive wave of innovation. Google was formed at time when the incumbents of AOL and even Yahoo were stronger than ever. Facebook came just after the dot com bubble burst. Even the reincarnation of Apple took place after the bubble burst with products being developed as the bubble peaked. And for what it is worth, the PC ecosystem, particularly Windows, was relatively "flat" mired in Windows Vista while Firefox dominated and Google Chrome was appeared (Windows 7 wouldn't come out for a year after Chrome). In the infrastructure space, the seeds were planted for both AWS and VMWare in the shadow of the dot com bubble. In an historical context it is highly likely that the next wave of innovation in new technologies and new companies will happen right under the noses of big companies operating at what the public markets think of as peak (earnings) potential.

57 comments

  1. Not displaced, the users change by petes_PoV · · Score: 4, Interesting
    This isn't cause and effect thing. It is not because tech companies are at the top of their game when a newcomer comes along. It is because there is a cycle to these things. One that means that users wants, needs and even just fashions change regularly - and that this often coincides with when the previous "generation" of tech solutions have reached maturity.

    Google didn't displace AOL, they produced a search engine that was better than anything around. That gradually blew past the competition over a period of years. Facebook is only cited as an example because (coincidentally) it was successful. There were thousands of failures during the same time period. Any of them could have been used as an "example" here, but they failed, so they didn't make it into the article.

    If there is something in this, it is not one of cause and effect. It is down to timing and cherry-picking examples that support the author's thesis.

    --
    politicians are like babies' nappies: they should both be changed regularly and for the same reasons
    1. Re:Not displaced, the users change by mikael · · Score: 2

      Between 1996 and 2000, PC's began to displace UNIX workstations as 3D graphics boards became affordable as Windows NT/95 came out. Many workstation vendors buckled and just gave in to Windows NT. The height of the dot com boom in 2000 was when sales of sub $600 desktop PC's at Walmart and other department stores were also at their peak. As laptop, notebooks, netbooks and web-books became cheaper, the market adjusted Then around 2005, the mobile market took off when it was possible to use GPRS/GSM modems.

      PDA's, gorilla glass, wireless internet, touch screens, digital cameras, video compression, GPS and other MEMS sensors converged to make smartphones. PDA's like the Palm pilot were around then but synchronizing documents between a PC, laptop and PDA, then uploading them to the web was awkward. Social networking media took off as it solved this problem and it became possible to instantly broadcast a video or picture from any device to Youtube, Twitter, Facebook, Linkedin or Google.

      The convergence of two segments creates new problems to be solved, and the solution to those problems creates a focus point for startups to grow from.

      --
      Vintage computer adverts: http://www.vintageadbrowser.com/computers-and-software-ads
    2. Re:Not displaced, the users change by Anonymous Coward · · Score: 0

      When AOL and Time Warner merged, Time Warner stopped all R&D at AOL, and just took the income for many years.(and made AOL less desirable to use because of flashing ads, which made it impossible to read if one didn't use an ad blocker. Then they sold the remaining hulk to Verizon, who continue to take income from AOL. Google really had nothing to do with it.

    3. Re:Not displaced, the users change by houstonbofh · · Score: 2

      Large companies at the top of their game are very risk averse. They have a lot to lose now, so play very conservatively. New startups have nothing to lose and take chances because of that. Most of them fail. But we only hear about the successes that took a wild chance with nothing to lose. And occasionally, one of those shots in the dark hits a bulls eye that redefines everything.

    4. Re:Not displaced, the users change by Anonymous Coward · · Score: 0

      "The Fourth Turning" for Tech.

    5. Re: Not displaced, the users change by zaphirplane · · Score: 2

      Like google moon shot budget is multiples of many startups that is public, Apple and amazon have multiple hope and a prayer projects or just in case. I am donâ(TM)t follow what you mean by scared of risk. Thats an insurance / bank thing

    6. Re: Not displaced, the users change by houstonbofh · · Score: 1

      Like google moon shot budget is multiples of many startups that is public, Apple and amazon have multiple hope and a prayer projects or just in case. I am donâ(TM)t follow what you mean by scared of risk. Thats an insurance / bank thing

      Google will never do anything disruptive with search, because that is their bread and butter. Nor with advertising. Yes, they have moonshots, but only in new markets. and never anything that might hurt YouTube, for example.

    7. Re: Not displaced, the users change by datavirtue · · Score: 1

      Agreed. Established companies will never canabalize thier cash cows. Its a lot of friction that CEOs just dont need in thier life. Why take risks when the cash is rolling in? Human nature.

      --
      I object to power without constructive purpose. --Spock
    8. Re: Not displaced, the users change by epine · · Score: 1

      Agreed. Established companies will never cannibalise their cash cows. Its a lot of friction that CEOs just don't need in thier life. Why take risks when the cash is rolling in? Human nature.

      "Human nature" is putting forward the tripe you just posted.

      Think for half a second. Google has a 730B market cap. That's a mighty large aggregation of stakeholders.

      Efficient frontier

      Does it really make sense to have behemoths dabbling in high risk activities? Is Google going to make the star employee of some highly successful high-risk offshoot project a billionaire, while compensating the rest of their staff as usual? I'm sure that won't have any internal political repercussions ...

      So how is it done at this scale?

      DeepMind

      On 26 January 2014, Google announced the company had acquired DeepMind for $500 million.

      Best of many worlds. The smart, ambitious people get the big payola, behemoth gets the shiny new technology, no large, increasingly conservative stakeholders are unduly agitated.

      Hello, world! Turns out that rational behaviour's dearth is greatly exaggerated.

  2. The rich and powerful learn by rsilvergun · · Score: 4, Interesting

    unlike the working class. Once in a while things move faster than they can keep up, e.g. the dawn of the Internet. But for the most part they keep a lid on this kind of 'disruptive' tech. Right now the solution is to keep all the money for themselves (re:Apple and their $650 billion in cash) and then use it here and there to buy any and all potential start ups. The upcoming corporate tax cut in America is going to exacerbate this as companies have a ton of cash but not a lot worth spending it on. R&D, let us remember, is mostly done by the government.

    We shouldn't be surprised. This is the essence of what it means to be "conservative". It means to push back against change. It's just nobody ever seems to question the actual motive of that particular ideology. It's always simple time this and when things were better that. Never a word about how it just so happens the ideology favors the establishment over new players.

    --
    Hi! I make Firefox Plug-ins. Check 'em out @ https://addons.mozilla.org/en-US/firefox/addon/youtube-mp3-podcaster/
    1. Re:The rich and powerful learn by msk · · Score: 1

      Why can't people be themselves or make their own healthcare decisions without being labeled a part of "progressive lunacy"?

      To borrow a quote, if a religion requires others in public to change their behavior, then that religion is broken.

    2. Re: The rich and powerful learn by Anonymous Coward · · Score: 0

      No, they're not wrong. That's literally the definition of conservative.

      You can call yourself conservative, but if you're being progressive, then you're progressive. You can be conservative for some things and progressive for others.

      You can't change the meaning of words to feel good about the label you choose to use to describe yourself. It doesn't work that way, snowflake.

    3. Re:The rich and powerful learn by Trondheim · · Score: 1

      That religion quote is entirely inaccurate. Religion exists to help people become better than they would if left to their own devices.

      And as far as people being themselves, tell that to the bakers and florists who are being sued out of business by LGBT groups. Progressive policies that strip people of their First Amendment rights to free exercise of their religious beliefs are, in fact, progressive lunacy. And murdering babies? C'mon, that's not a "healthcare choice." That's flat out murder.

    4. Re:The rich and powerful learn by Anonymous Coward · · Score: 0

      For me it was a "me too" moment around the time of Windows 8. It was not technical. It was moral disgust. I have a drawer full of MS licences that I don't use anymore because I don't want to be abused. I feel the same way about Apple and Google.I am not alone. They have passed a tipping point.

    5. Re:The rich and powerful learn by rickb928 · · Score: 1

      Yes, my chosen religion requires me to change my attitudes and behaviors, not just in public. Most any philosophy would, to be fair, so tarring religion that way seems narrow minded.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
    6. Re:The rich and powerful learn by rickb928 · · Score: 1

      "Religion exists to help people become better"

      Um, I'm not sure how to express this so that it is understood, but I'm certain that experience shows this is wrong. Some religions may, but ultimately religion exists to show people a truth. What they do with it is largely determined by the truth. If their faith teaches they should serve a god that wants the best for them, including a relationship with that god, they may indeed be 'better' than not. If their faith teaches them to serve a god that requires them to rule over all other peoples, well, disagreeing with them can lead to something hard to describe as 'better'. If their faith teaches them that all is fate, and they can only influence their own circumstances, I'm not at all sure in what direction that leads.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
    7. Re:The rich and powerful learn by msk · · Score: 1

      The problem is when that religion requires non-adherents to change _their_ behavior.

      A big problem.

      Do you agree?

    8. Re:The rich and powerful learn by rickb928 · · Score: 1

      Absolutely.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
  3. Displaced when at peak... by Anonymous Coward · · Score: 0

    Err, that'll be a bit obvious then wont it. Wonder headline!

    All the lost things are found in the last place you look.

  4. Duh - no one notices if they aren't by gurps_npc · · Score: 3, Interesting

    Lets say your company is doing well, but has a slight pullback, losing 10% of your market share and you are now the #2 player, then a startup comes out of nowhere to take over the entire industry.

    People don't talk about how the startup beat the guy that USED to be #1 and is now #2. Instead they talk about the startup beating the guy that just made it to #1 spot after 10 years of hard work.

    In fact it's almost physically impossible for someone to create a disruptive technology without taking out the #1 player - it's just not disruptive if your tech only makes you #2. And if you are #1, then OF COURSE you are at your peak. Unless the economy is in a downward spiral, the #1 guy has to be at his peak.

    That's like saying the wow, the best scorer in the league is having a good year. He would not be the best scorer if he wasn't having a good year.

    --
    excitingthingstodo.blogspot.com
    1. Re:Duh - no one notices if they aren't by Anonymous Coward · · Score: 0

      ... or like how Windows 95 came along and replaced Windows 3.0 just when it was at it's peak!

      Or that time when mammals replaced dinosaurs right when they were at their peak!

      Or that time in that zero sum game where you traded some of your resources for those other resources right when the resources you decided to trade in were at their peak!

      Or that time the column of volcanic ash was replaced by air right when it was at its peak!

  5. story is a blogpost on medium by Anonymous Coward · · Score: 0

    medium is always contentless drivel, skip it

  6. Happy Kwanza! by Anonymous Coward · · Score: 0

    Don't tell me merry Christmas. I celebrate Kwanza. If you say merry Christmas, I'll bash your face in.

  7. Innovator's Dilemma by MonkeyTrial · · Score: 5, Interesting

    Sinofsky restates well-known book by Clayton Christensen written in 1997. News at 11:00?

    1. Re:Innovator's Dilemma by jbmartin6 · · Score: 2

      The news is even earlier than that. TFA describes a well known phenomenon across any industry. It's been part of the idea of creative destruction for a century or so at least.

      --
      This posting is provided 'AS IS' without warranty of any kind, implied or otherwise.
    2. Re:Innovator's Dilemma by Kevoco · · Score: 1

      "TFA"?

    3. Re:Innovator's Dilemma by jbmartin6 · · Score: 1

      The Funny Article

      --
      This posting is provided 'AS IS' without warranty of any kind, implied or otherwise.
  8. So why hasn't Windows been replaced? by Anonymous Coward · · Score: 0

    What I would have always wanted is a viable alternative to Windows. But where is it? Why wasn't Windows replaced by a competitor at its peak? Truly ironic that this prophesying emanates from Microsoft.

  9. I don't like by Anonymous Coward · · Score: 0

    I don't like Muslims, I don't like Jews. They both are disgusting because they eat poos

  10. Holy Buzzword Batman by Anonymous Coward · · Score: 0

    If only authors didn't overuse buzzwords and sound like marketing drivel.

  11. We need more innovation in browser space by Anonymous Coward · · Score: 0

    More importantly, we need something other than trident/edge, gecko and blink (webkit) to emerge and become competitive. There is Goanna (Pale Moon/Basilisk, minuscule market share) and Servo (only experimental tech), but we need something really new, to counter HTML5's ad tracking, coin mining and encrypted media extensions. To make a geek friendly experience in a net neutral way.

  12. You can define it however you want by rsilvergun · · Score: 1, Interesting

    That's the beauty of words. But it doesn't change the fact that a lot of very powerful people are using the sentiment behind your words to maintain and expand their wealth and power, more often than not at your expense and the expense of the entire working class.

    --
    Hi! I make Firefox Plug-ins. Check 'em out @ https://addons.mozilla.org/en-US/firefox/addon/youtube-mp3-podcaster/
  13. Story title should've been... by Anonymous Coward · · Score: 0

    "Established Players in Tech Industry Are Displaced By New Technologies and Companies Often When They Cooperate With Law Enforcement"

  14. If it gets me off ... by CaptainDork · · Score: 0

    ... Facebook, I'm OK with it.

    --
    It little behooves the best of us to comment on the rest of us.
  15. I should probably also add by rsilvergun · · Score: 4, Insightful

    that if you call yourself conservative but then support progressive policies, well, you're not conservative, are you? Similarly if you call yourself conservative but favor rolling back to the 1600s then, well, you're changes are so radical you're not really conservative anymore. One of the most conservative politicians in our time is, oddly, Hillary Clinton. She'd have left everything as it; at most tweaking things just a hair and only really doing that to maintain status quo elsewhere. It was one of the reasons folks hated her with a passion. There are very, very few 'real' conservatives. e.g. folks who don't want change. What I see mostly are people who want to make a better world (the Bernie Sanders crowd) and people who want to profit as much as they can from that world (the Donald Trump crowd). In the middle you've got Hillary Clinton and Mitt Rhomney.

    --
    Hi! I make Firefox Plug-ins. Check 'em out @ https://addons.mozilla.org/en-US/firefox/addon/youtube-mp3-podcaster/
    1. Re: I should probably also add by dmitriy · · Score: 0

      I simply must add that conservatives learn from the past. Progressives learn from the future. Imaginary future.

    2. Re: I should probably also add by Anonymous Coward · · Score: 0

      I simply must add that conservatives learn from the past. Progressives learn from the future. Imaginary future.

      Conservatives look at the past and wonder what went wrong to go from there to here. Progressives look at the past and ponder how there to here will lead to then. Ie, both have a painted view of the past and an agenda which prevents them from fully appreciating the past nor the present. Even if they could, people are horrible at predicting or controlling the future in a substantial way. At best they have some power to mold it in a general direction.

      No matter how you look at it, the whole point of a political party is precisely to look towards an imaginary future and to image the present and future events to lead to it. I'd tend to argue the GP's post a bit to narrow in some ways precisely because change is the very nature of the universe which inherently means conservatism that doesn't what change is insanity. It's more proper to argue that conservatives don't want certain changes that they view are "traditional" or otherwise empower one group over another unilaterally. To that end, there's definitely plenty of "liberals" who are conservative. They just want to see non-whites as the ones in power.

    3. Re: I should probably also add by rickb928 · · Score: 1

      "They just want to see non-whites as the ones in power."
      So, by your definition, progressives/liberals are racist by definition?

      I agree, and it's refreshing to see it plainly stated. Using race as criteria is racist by definition. Look carefully at the histories of the major political movements in America. and see the undeniable truth.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
    4. Re: I should probably also add by Anonymous Coward · · Score: 0

      So, by your definition, progressives/liberals are racist by definition?

      No, jackass.

      To that end, there's definitely plenty of "liberals" who are conservative. They just want to see non-whites as the ones in power.

      Liberal != progressive. And "liberal" == conservative. Just like there's plenty of "conservatives" == Trump supporters.

      I agree, and it's refreshing to see it plainly stated. Using race as criteria is racist by definition. Look carefully at the histories of the major political movements in America. and see the undeniable truth.

      That a lot of people are self-serving racists? Sure. Republicans have taken the lead by far. There's still a sizable amount of hispanic, black, etc racists in the Democrat party. Meanwhile, ~50% of Americans aren't the sort of racists or short-sided self-serving to vote for such racist policies. Unfortunately, ~50% of people don't vote. So, we're very fucked by the die-hard racists.

  16. Motorola and Nokia by spinitch · · Score: 1

    Motorola and Nokia - milked their cash cows to long. Iridium helped sink Mot. Nokia still has infrastructure.

    1. Re: Motorola and Nokia by Anonymous Coward · · Score: 0

      Nokia teamed with Microsoft. Every company thar has done that has been destroyed.

  17. Because healthcare is too complex by rsilvergun · · Score: 1, Insightful

    to leave to the free market. It's not a twinkie. You can't shop around for a heart transplant. Also, if you need it you _need_ it. Meaning the person selling it to you has a ton of leverage. And no, it's not doctors selling it to you, it's the for profit insurance industry. Speaking of which, in what kind of healthy industry do you have a situation where the person selling you a product does everything it can to avoid delivering it? None, the answer is none.

    We don't need a gov't take over of healthcare, but we do need a gov't take over to _pay_ for healthcare. Single payer is the only rational system that isn't just dog eat dog, winner take all.

    --
    Hi! I make Firefox Plug-ins. Check 'em out @ https://addons.mozilla.org/en-US/firefox/addon/youtube-mp3-podcaster/
    1. Re:Because healthcare is too complex by rickb928 · · Score: 1

      You need food. Does the free market fail there?

      Clothing and shelter are considered necessities in the developed world. Does the free market fail there?

      Healthcare is a commodity also, necessity doesn't change that. If a free market in healthcare existed in America we could test the theory, but it doesn't and hasn't for decades, if not longer. Your premise, I believe, is flawed.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
    2. Re:Because healthcare is too complex by Anonymous Coward · · Score: 0

      Due to automation and fashion trends, we overproduce fashion clothing in the Western world, and are basically dumping perfectly good clothes with the charity shops. They resell the valuable items and send the commodity items like jean, T-shirts and shorts to the developing world.

      Food on the other hand. We continue to subsidize our farms and sign trade agreements not to grow food in particular countries using techniques like polytunnels. A few million remain starving in Africa, but that's due to more politics.

    3. Re:Because healthcare is too complex by pnutjam · · Score: 1

      Are you arguing that food is "free market" in the US?
      I have about 25 billion reasons your incorrect.

    4. Re:Because healthcare is too complex by rickb928 · · Score: 1

      Even clothing, then, is not a 'free market'. As nothing, bu that definition, is free.

      Perfect is the enemy of good.

      --
      deleting the extra space after periods so i can stay relevant, yeah.
  18. Is anyone surprised? by PCM2 · · Score: 3, Insightful

    Court-declared monopolist declares that monopolies, in effect, do not exist, or are at least irrelevant. Stay tuned in the next half hour to hear prognostications about the color of the sky.

    --
    Breakfast served all day!
    1. Re:Is anyone surprised? by Anonymous Coward · · Score: 0

      ...Prognostications about the color of the sky.

      It's turned orange, mother-fucker!?

  19. Not completely applicable by Ayano · · Score: 0

    For big tech companies, acqui-hires and copying of start up tech something big conventional companies can't do. Changing a product lineup or adding features for physical products or other established services is difficult. For a tech company, introducing new features is second nature, see Snapchat and Facebook for example.

    Big tech companies leverage their market dominance such that new startups need an increasingly high bar to vault to complete.

    --
    I don't read AC
  20. He made sure to break everyone's VB6 world by dele by DaveSewhuk · · Score: 1

    I know there will be VB flames, but multi-year 10s of thousands of production code becomes #2 when idiots like Sinofsky delete the most popular programming language of its day to force you to rewrite/architect it in V0.0 of a new environment called .NET. The made sure I will never depend on Microsoft technology going forward. This is why they got overtaken.

  21. Makes sense by Anonymous Coward · · Score: 0

    By definition, from a "peak" there is nowhere to go but down.

  22. Better Headline Would Have Been by Anonymous Coward · · Score: 0

    And for what it is worth, the PC ecosystem, particularly Windows, was relatively "flat" mired in Windows Vista while Firefox dominated and Google Chrome was appeared (Windows 7 wouldn't come out for a year after Chrome). - Steven Sinofsky, former President of the Windows Division at Microsoft

    Former Microsoft Executive Does Not Know the Difference Between a Browser and an Operating System

  23. Re: He made sure to break everyone's VB6 world by by zaphirplane · · Score: 1

    Are you upset that MS moved away from VB? Very brave to say that here, prepare for massive flaming

  24. Re:He made sure to break everyone's VB6 world by d by rickb928 · · Score: 1

    I sit next to two team members who loathe VB, and are using it by choice to solve problems and increase productivity in meaningful ways, rather than use tools that are too expensive to justify.

    Complain all you want, VB does work. Still. Right tool for the job, my friend. Whatever it is.

    --
    deleting the extra space after periods so i can stay relevant, yeah.
  25. a DUH! analysis by swschrad · · Score: 1

    existing companies lose business when challenged by newer ones. uh, yeah, that's when their business slides. and that is when the peak ends. you've got to get up pretty early in the afternoon to fool me with that other reading of the data.

    --
    if this is supposed to be a new economy, how come they still want my old fashioned money?
  26. Trend? by Anonymous Coward · · Score: 0

    Google started when Yahoo was strong. Facebook started post-bubble when everyone was weak. The PC/Windows started something when everything was flat. What trend?