Few years back, Microsoft was only viewed as giant vendor with monotonous theme relying purely on the past success. Change in management however changed the fortunes for the company. The approach was altogether shifted towards more innovative and practical endeavors. The most appealing example is the advent of Azure, Cloud platform of Microsoft. The cloud has built the reputation as being one of most reliable cloud network standing next to only Amazon Web Services. Innovation on Office applications is also a landmark achievement with Office 365 being the most reliable and famous app in the recent years.
Back office application however has lacked the same sense of innovative mindset. Much to the disbelief of people, Microsoft indeed has a massive collection of ERP and CRM software which the users are largely unaware of. The competitors such as NetSuite and Salesforce have captured the market. Microsoft has always put a lot of weight on trying to outsmart the competitors however there has since been a shift in their strategy by adopting ‘co-operation strategy’ – An idea to collaborate with the competitors to reach the masses using each other’s platform.
With the stable position of Office 365 and Azure in the market, Microsoft is now more concerned with revolutionizing their other applications. As a part of larger objective, the business has now adopted the strategy of acclimatizing the dynamic applications inside the Microsoft cloud division. The approach has had helped them in taking obvious benefits from their success especially related to machine learning and analytics. CRM has been dominated by Salesforce while ERP is the conquered by Netsuite.
Azure being as lucrative as it has witnessed enhancement and aggressive development on the domain of analytics and machine learning space. The development has certainly extended the scope to reach level of ‘economies of scope’. The very fact can facilitate Microsoft to be aggressive in their approach keeping in mind the well-established infrastructure and ultra-advance capabilities of the company to tackle the issues.
In a recent interaction related to the issue of promoting Dynamics and the possible protocol to follow its success, one of the key members of technical team of Microsoft looking after ERP division, demonstrated the profound shift in the culture applied by the new management. The strategy of coordinating and collaborating with competitors has certainly opened new horizons and the consequences are very evident with the increased success in cloud technology of Azure and the success of application for business users such as Office 365.
The integration of Dynamics with Azure has certainly allowed creating more powerful visualization for the users directly with Dynamic Applications while keeping within one platform. The increased feature of having visualization and analytics in one platform certainly provides enhanced experience for the users which no competitor has yet been able to provide. This aspect certainly has all the ingredients for Microsoft to develop a standing like no others and distinctly differentiate from the competitors.
The mutual interaction between Salesforce and Microsoft has also been a talking point where both are using the applications of each other to analyze and achieve the optimum marketing automation solution. The larger perspective has always been to promote the Dynamics. One of the foremost hindrances in the promotion of Dynamic products is the severe lack of mind-share as opposed to other cloud offerings. The entire strategy now focuses on developing that perfect balance and effectively market the product to reach the level of success which the product deserves.