Microsoft admits it perpetuates its own bad image and is now working change public opinion.
Speaking at the Forrester Forum in London, Anthony Bay, general manager of Microsoft?s Internet services business unit, admitted the company has made lots of mistakes in the way it has done business with other companies. He said, ?We have entered business in a way that has confused and concerned people.?
Microsoft has used the Internet as an intermediary in lots of different areas, but public and industry perception paints it as taking over all these companies and markets rather than acting in partnership with them.
Bay said, ?We have allowed the perception of what we are doing to be coloured in a way that can?t explain how we work with lots of different companies.?
Bay believes there is real fear as the Net changes the way people live and work and that Microsoft has become a ?lightening rod for that fear.?
The highly-public Department of Justice cases has changed Microsoft, Bay said, ?It has made us aware that we need to work on the public perception of our business practices - that we are taking over every industry.?
Bay insisted however that this new awareness will not change the software giant?s overall strategy. ?Our goal won?t change, it won?t make us any less competitive,? he said.
Microsoft wants to be seen as being partner-focused. Bay said, ?Through partnering with the right companies we want to help customers to implement commerce rather than do commerce ourselves. Our fundamental business is to provide software to companies to do better business.?
One area where Microsoft is currently working with lots of different companies is in electronic payment systems. Bay said Microsoft is talking to various companies, including IBM, but will remain ?payment system agnostic.?
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