Microsoft’s new secret weapon: listening to its customers
I am not Microsoft’s greatest fan. It is a dinosaur stuck on the beach while the fleeter of foot are soaring through the clouds. The reality is that it has no, and has never had, any visionaries. Even its domination of the desktop was more down to luck and sharp practices than genuine vision.
It was lucky that Gary Kildall rejected IBM’s overtures, else there would never have been an MS-DOS; and it was sharp practices that killed off Digital Research — its one serious and technically superior competitor. It was lucky that Apple demonstrated the value of Xerox Parc research and paved the way for Windows. It was lucky Jobs was so far ahead of his time he thought he could have a walled garden in the ’80s; and almost destroyed Apple in the process.
But it was sheer arrogant blindness that made Gates think he could ignore the internet. For the last two decades Microsoft has been forced into playing catch up; but catch up never works if you don’t have the vision to get ahead of the competition.
Now, in just one area, Microsoft is showing visionary signs that could differentiate it from all of its competitors. Microsoft has started listening to its customers rather than imposing its will on its customers.
While Facebook is telling everyone that they don’t want privacy, Microsoft is listening and saying, OK, we will give you privacy. While Google is fighting the European Union over privacy and cloud storage, Microsoft is listening to the EU and saying, OK, we can accommodate and store European data in European data centres.
Now, it’s not as simple as that. The US government can still demand customer data from Microsoft’s European data centres simply because Microsoft is a US company. But it’s making that data much more defensible, and telling the EU that it is willing to cooperate rather than fight.
Similar over privacy. When it became clear last week that Microsoft had, quite legally, searched the emails of one of its customers concerning the theft of Microsoft IP, it knew there would be privacy issues. It immediately said two things: firstly that it would in future get a pseudo warrant from an independent lawyer who had previously been a judge, and secondly that it would include its own searches in future ‘transparency reports’ (the ones that publish the number of law enforcement searches).
It wasn’t enough for the privacy advocates who pointed to the hypocrisy of criticising NSA warrantless surveillance and then doing its own.
To Microsoft’s great credit, within a week, it has listened, heard and understood. Brad Smith announced yesterday,
Effective immediately, if we receive information indicating that someone is using our services to traffic in stolen intellectual or physical property from Microsoft, we will not inspect a customer’s private content ourselves. Instead, we will refer the matter to law enforcement if further action is required.
We’re listening: Additional steps to protect your privacy
Is this a new Microsoft — the genuinely ‘listening’ company? It no longer dominates the world’s operating systems, and is losing ground on desktop office software. But it seems to be doing one thing that none of its competitors are doing. It is listening to its customers, and giving them what they want. That alone, over the next few years, could catapult Microsoft back into a leading position.