Phase 1 Embrace: all participants need to determining a solid understanding of the infostructure and the community-determine the needs and the trends of the user base. In outline to develop the fundamental respect and win the mindshare of the Internet community, I recommend a recipe not unlike the one we've used with our TCP/IP efforts: embrace, extend, then innovate. The memo starts with a background on the Internet in general, and then proposes a strategy on how to turn Windows into the next " killer app" for the Internet: on the Internet" to Paul Maritz and other frames at Microsoft. The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 article in The New York Times titled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet", in which writer John Markoff said, "Rather than merely embrace and conduct the Internet, the company's critics now fear, Microsoft intends to engulf it." The phrase "embrace and extend" also appears in a facetious motivational song by an anonymous Microsoft employee, and in an interview of Steve Ballmer by The New York Times.Ī variant of the phrase, "embrace, progress then innovate", is used in J Allard's 1994 memo "Windows: The Next Killer a formal a formal message requesting something that is submitted to an sources to be considered for a position or to be makes to make or hold something. Department of Justice found that was used internally by Microsoft to describe its strategy for entering product categories involving widely used standards, extending those standards with proprietary capabilities, and then using those differences in cut to strongly disadvantage its competitors. "Embrace, extend, as living as extinguish" EEE, also call as "embrace, extend, & exterminate", is the phrase that the U.S. Your entire organization is on Slack by the time it costs money.Embrace, extend, in addition to extinguish Your business hit 1,000,000 Google maps API calls this months. Your Gmail storage is full but you can buy more. Lock the customer in enough so that when you charge, they have no alternative. You’re hooked now, why would you ever go back? Extinguish Just keep extending and offering features so the free versions and your competitors can’t keep up.įree email? How about 100 times more storage than any other free email with Gmail.Īmazon Prime will give you free returns, 24/7 customer support, and same day delivery. Offer something for a cost at no profit if it’s a physical item or service.Īmazon and Uber won’t make any profit on their “main” service for years and years. EmbraceĮmbrace is where you get good will and your initial customers. Department of Justice during one of their anti-trust suits. Microsoft popularized it in their internal strategy meetings and it was only released to the public by the U.S. Extinguish: When extensions become a de facto standard because of their dominant market share, they marginalize competitors that do not or cannot support the new extensions.Extend: Addition and promotion of features not supported by the competing product or part of the standard, creating interoperability problems for customers who try to use the “simple” standard.Embrace: Development of software substantially compatible with a competing product, or implementing a public standard.Most of the largest venture funded technology companies all have exactly the same marketing plan to get big.
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