Close
observers of Microsoft will not be surprised that Mr Gates reveals
no startling new vision. Indeed, he acknowledges this. Two decades
ago he embraced the idea of ubiquitous computers by asking
"What if computing were nearly free?" Now he asks
"what if communicating were nearly free?" The difference:
"Then I was afraid others would have the same vision we did;
today I know thousands do." His genius has never consisted in
seeing further than anyone else, but in seeing the near-future more
clearly, and understanding much better than his competitors how to
exploit it. Time and again, Microsoft has recognised the potential
in someone else's idea and simply done it better, always in
marketing and, less often, in design.
When he was young, Mr Gates wanted to
be an economist. In a sense, he became one anyway. Microsoft is
not a success because Mr Gates is a good prophet or even a good
programmer but because of his grasp of the economics of information,
where digital copying and computer networks push manufacturing and
distribution costs close to zero. He understood early on that in a
new high-tech market consumers seek security by flocking to the
products of the market leader. Market share, he realised, was
everything. So in his very first deal with IBM, to supply an
operating system for the firm's personal computer, he charged a low
initial fee on the condition that he would get revenues from each
sale, a the right to license the product to other manufacturers.
Now the market is changing once again, from the
world of the desktop computer to the "information highway"
(which Mr Gates rightly says is better described as an information
marketplace). In this new world, fast-rising companies such as
Netscape and Sun Microsystems really did see the future before
anyone else. typically, Microsoft quickly adjusted, redesigning many
of its products and marketing them as the best route to the
Internet. The question is not whether Mr Gates can strain to see
even further---the evidence so far suggests not ---but whether his
skill at making money in the slipstream of other people's
technological vision will serve him as well in the next decade as it
has for the past two.
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