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Can Microsoft make a comeback?

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Hello everybody, my name is Martin Hites and I am a tech enthusiast.

Recently I have been thinking a lot about something that many of us have thought of, but have a hard time understanding why. That is, that Microsoft is becoming irrelevant. Some might disagree, but when giving it a good thought this has only been very true during the past years. Windows is not currently on its death bed, but symptoms of illness have begun to appear, and let me explain why:

Last month Microsoft announce that apps on the Windows Store would offer 95% of the revenue won to the developers, a sign that the company is desperate to attract more apps on to the platforms dedicated store. For those who think this is just a number, Apple and Google currently offer a 70% revenue on their app sales. As of now the Windows Store has around 600,000 apps, while the Apple App Store has almost 5 times that amount. Microsoft fully relies on its capability to land developers on its alternative, and it doesn't because Windows has fewer programs to run, but because Windows as a platform will die if the company can't achieve this. The public is tired of paying for licenses, and the company can only stand against the competition by getting rid of this burden and finding an alternative way of gaining revenue. The modern way to achieve this is by selling apps, and thus we can understand why Microsoft is so desperate to get developers into its bandwagon.

Now, let's talk about Google a little it. Currently it is perhaps Microsoft's biggest competitor. It has beaten the company in every single battle it has fought, and it is hungry for more. As of today it has won the email war, the search war, the maps war, the office apps war and more importantly the phone war. Google know what it's doing, and if done right will be in a position to entirely kill Windows a few years from now with its new weapon, Chrome OS. During the companie's last developer, I/O it presented a version of Chrome OS running resizable android apps, thus finally giving the public a true alternative to Windows. Google now not only has an operating system that can run millions of its apps on mobile as well as on standard computers, but can capitalize on them too. This is something that Microsoft simply can not do. Now, obviously resizable windows on Chrome OS is not entirely what will kill Windows, so let’s dive a little deeper.

Let's talk about the future of computing, ARM processors. I would say this is the cherry on top of the cake for Google, as it is the last component that will finally end the rule Windows in computing. Right now Microsoft has an enormous catalogue of programs that can only run on its platform, but that is about to change. In the post-mobile era of computing the public is pleading for cheaper, more power efficient, faster and lighter computers, and sadly the current intel core processors are not the appropriate ones to achieve this task. ARM processors are definitely the way to go, and Google gets it. Its next operating system is called Fuchsia OS and it will not only be able to run on this type of hardware, but it will run Android apps just as well as Chrome OS does. Microsoft also understands this and has begun the fight to push the new version of Windows that will run on ARM as well, but this means a huge problem for the company. Before, Microsoft could justify the use of its operating system on enormous list of programs only available on their platform but developing a new version of Windows means that all of that will be gone. While Google has a huge catalogue of apps that can already run on this type of processor architecture and which will be easy to port, Microsoft will have to fight a new war in which they are at a disadvantage. They are not only at a disadvantage, but they have already proved to be inefficient when fighting with Google.

I got tired of writing but let me wrap it up by stating this. A huge chunk of Microsoft's services such as Bing, Office, Cortana and its gaming sector rely on Windows, and if it dies then Microsoft could die as well. It is no surprise Satya Nadella, CEO of Microsoft, has recently stated that Windows is no longer the core of the company and has refocused the company efforts in other endevours. Perhaps he already understands it is game over for them.

Thanks for reading.