The paper "The Landscape of the IT Industry - Google " is an outstanding example of a finance and accounting assignment. The landscape of the IT industry has changed dramatically in recent years. Gone are the days of Goliaths of the industry like Microsoft dominating the industry with little scope for other companies to challenge its position? Microsoft enjoyed the number one position virtually unchallenged for a long time. The stranglehold it had on all aspects of the IT software market, be it for desktop applications or internet browsers, was so strong that a string of lawsuits was slapped on it for alleged anti-trust practices.
It was contemplated that Microsoft would be broken up into smaller units a la Bell and Baby Bells. (Egan, 2008, p. 14) It is in this context that the rise of Google as a serious competitor to Microsoft with the potential to challenge the latter’ s supremacy has to be viewed. Google started off on the web search front and slowly started foraying into desktop applications that could be integrated with the web applications unlike Microsoft that insisted on proprietary and standalone desktop software.
Google went farther and started giving away its desktop application software for free as compared to Microsoft that charged a price for its Office suite of applications. The fact that Google has found a ready audience for its applications are as much a reflection of Google’ s savvy business strategy as they are about changing customer preferences and tastes. The point about changing customer preferences and consequent shift in the demand patterns is something that would be discussed throughout this case study. (Bodell, 2008, p. 145) The key point about the case is that Microsoft that has long enjoyed unprecedented and virtually unchallenged success as the top software maker of choice is now faced with an existential dilemma that threatens to not only to dethrone it from its position but also lead to a much worrisome (for Microsoft Management that is) decline in profits and revenues.
There are many reasons for this seemingly precipitous fall from its position. Primary among them is the fact that Microsoft may not have paid heed to the market conditions and changing customer preferences in the same way it did for over a decade.
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