TomTom, Open Source, Microsoft and Death by Reactive Management - Page 3

Rob Enderle

FLOSS: Reactive Cubed


Open source, of FLOSS, exists largely as a result of Microsoft losing focus and being seen as a threat by the IT industry. FLOSS generally is perceived to be the anti-Microsoft. Being anti-something is being defined by it, and that is reactive. By focusing in this way, it tends to lose track of those same customers Microsoft lost and, much like the other examples, can do more damage to itself than the FLOSS leadership likely realizes. In the latest instance, with TomTom, the FLOSS leaders seem to be actually trying to declare war on Microsoft, which apparently has no real interest yet in going to war with FLOSS. But, with the current economic conditions, were Microsoft to determine war was inevitable, this would be the perfect time to wage it.


The reason Microsoft hasn't escalated is not that Microsoft is weak. On the contrary, it still has one of the most enviable battle chests in the industry. But the company finally understood that its customers and a number of governments would punish the firm financially if it didn't interoperate and cooperate better. If it is seen as the party acting defensively, things could change a lot.


Strategically, FLOSS should be downplaying and eliminating risk. Instead, much of the leadership appears to be using the TomTom event to highlight risk and doing nothing to mitigate it. While this may seem rather strange, it is typical of a reactive management style: Microsoft moves, FLOSS reacts. The danger for FLOSS is that they have effectively given up control to Microsoft, though I'll bet neither side has yet realized this.


Wrapping up: What's the Goal?


The environment and competition are always part of a good plan, but neither the environment nor competition should drive the plan. If it does, the entity is being driven by events and not by management. The result is seldom positive. Examples of this reactive behavior are very common and range from companies to politics, but always should be avoided because, in the end, they lead to failure. Proactive management spends time defining the goal and then focuses like a laser on it and steers a steady course; reactive management over-focuses on events and appears to weave like a drunken sailor. Obama's campaign was a good example of proactive management, McCain's reactive.


FLOSS is built on a reactive model, Sun went from being proactive in the '80s to largely reactive in the '90s, and Microsoft's biggest failure, its response to Netscape, was the result of reactive thinking. If you want to avoid this problem, spend time refining the goal, make sure policies and practices tie to that core goal, and never lose sight of either. If you see a situation where the goal appears to be lost, or where it seems to shift with every external event, run and don't look back.


Right now we seem to be awash in reactive management styles. I don't see that as a good thing.

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Mar 23, 2009 11:55 AM obvio capitao obvio capitao  says:

TomTom tells Ballmer tear down this wall

By joining the Open Invention Network TomTom made its most important statement yet that it won't get pushed around in its patent litigation with Microsoft.

OIN members include important players like IBM, Philips and Sony. On the other hand they also include Novell, whose original patent cross-license with Microsoft drives the controversy over Big Greens claims to own the Linux operating system.

By joining OIN TomTom lays claim to over 275 important patents and patent applications, at the cost of releasing its own IP to members.

OIN boilerplate is pretty clear on this, saying it is creating 'a supportive and shielded ecosystem to ensure the growth and adoption of Linux.'

It's one thing to intimidate a small company like TomTom, a Dutch maker of GPS systems who press reports say is struggling to survive.

It's another one to take on the OIN and all its members. But given Novell's paid leadership in the OIN group you have to ask whether TomTom didn't also just find a way to finesse this thing if the going gets tough.

Over at Consortiuminfo Andy Updegrove writes that the TomTom legal strategy can be compared with Ronald Reagan's strategy of economic confrontation with another empire.

Just as the iron curtain eventually fell when the illusion of the Soviet economic model could no longer be sustained, I believe that Microsoft's anti-FOSS strategy will eventually collapse as well - not from assault from the field, but due to an uprising from within.

Or, put more simply, Mr. Ballmer, tear down this wall.


Mar 23, 2009 3:54 PM Rob Enderle Rob Enderle  says: in response to obvio capitao

Recall that was said by a very strong US to a weakening USSR.  If this had been said by IBM and not Tom Tom, I think this might play this time.  In this case it would be like Iceland saying this to the US.   If you've tripped fallen and are in the process of dieing it is really hard to get the other guy to take your bluster seriously.  Tom Tom should likely be focused 100% on surviving at the moment and avoiding the declarations of war. 

Mar 24, 2009 12:17 PM obvio capitao obvio capitao  says: in response to Rob Enderle

Except that Andy Updegrove is not TomTom.

Mar 24, 2009 12:31 PM obvio capitao obvio capitao  says: in response to Rob Enderle

Tom Tom should likely be focused 100% on surviving at the moment and avoiding the declarations of war. 

As always, you are promoting Microsoft's agenda...

The reason the licensing question matters is the message that it sends:  Microsoft has for years been approaching vendors alleging that it owns 235 patents that it claims are infringed by popular open source software, and that several dozen of these patents are infringed by any software distribution based upon the Linux kernel.  These discussions are always behind the scenes, but when Microsoft succeeds in reaching agreement with a significant vendor, and especially a Linux vendor (like Novell), Microsoft makes an announcement, and puts another notch in its gun.  The next time it visits a vendor - or even an end user - that list gets to be longer, and the person receiving the next visit is tempted to think that there must be a basis for all those other companies signing on the dotted line.  So, it would appear, the smart thing would be to get in line as well.

Of course, the terms of these settlements are never released - which is an integral part of this type of patent infringement strategy.  In fact, the person visited may not have had to pay anything at all.  Indeed, the balance of value may have been in the opposite direction.  Or the patents Microsoft claims may be infringed by Linux may simply be thrown in along with patents the other party really needed a license for.

All of which puts a vendor like TomTom in a very difficult position.  If it had taken the license Microsoft offered a year ago, then have been added to the lengthening list.  If it settles now, after Microsoft's suit has attracted so much attention, the terms will certainly be kept secret - and Microsoft will then have a notch of real power to add to its gun - it took a vendor to court, and under threat of suit, the vendor buckled.  Surely that must mean that the patents are serious, right?

Well, not necessarily.  Companies settle patent suits all the time for purely economic reasons: it's cheaper to fold then fight, and particularly so if the plaintiff is more interested in being able to say you folded than in any license income.

Now, though, TomTom has added a new dimension to the dispute that changes the game, and allows for multiple possible interpretations of any settlement that may end the dispute.  Without question, the legal basis of the settlement would be a cross license between the companies that allow each company to use a list of stated patents of the other, thus removing the basis for the original suit, and then the second suit.


Mar 24, 2009 6:50 PM Rob Enderle Rob Enderle  says: in response to obvio capitao

But only if they make it to court or through a negotiation.  Right now they are failing.  This all seems to be a huge distraction for them when they should be fucused 100% on making it through the next quarter.   Every time they make the news generally someone says they are going out of business and who wants to buy a product from a firm that is failing?

As to Microsoft's agenda they don't get a cent unless Tom Tom survives and they don't get case law (were they really targeting Linux which is doubtful given Red Hat would be a vastly better target were that the goal) either. 

The press coverage for both companies is hardly positive but Microsoft isn't in danger of closing its doors and Tom Tom's efforts are not only making its survival less likely by focusing attention on their problems they are scaring away any buyers for the firm as well.  

It's reactive and takes focus from where they need it and that is getting their costs in line with crashing revenues before they run out of cash (which may have already happened). 


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