Do you remember that old point about “inflection points” from “Only the paranoid survive”?
We had that great looking chart of various IT companies IBM, DEC etc. which had the entire stack of technology all by themselves. The hardware (often right from the chip), and the sofware. Then that model went bust with Microsoft dominating the OS market with its Windows OS and Intel dominating the chip sector and hardware makers basically getting invisible. Hardware makers, like Dell, were outsourcing manufacturing to OEM’s and branding to sell along with OS makers like Microsoft.
The first attack on this model, was apple, which managed to create a brand that was able sell hardware with out any regard to the underlying chip manufacture. Apple also managed to create a unified brand of “apple” with its hardware and software. Remember, even as apple embraced Intel chips for its computers, Intel was never the brand being sold. It was, Apple, with its hardware and software.
Today we see the same thing happening at an enterprise level. Oracle takes over Sun and thus becomes a brand that can sell across the whole stack of IT structure. If approved, Oracle will be able to sell hardware, OS, multiple database options, Applications servers and finally Enterprise applications systems.
Oracle is not the only company that can provide you some thing like this, IBM is pretty much in the same place and HP can do something pretty similar. We are not even counting Cisco’s avowed contention to get into the data center. I would think, Cisco is probably looking at EMC + VM Ware to get a piece of this pie.
In essence, we are going back to a situation where a customer can choose a single vendor and buy hardware, OS, Databases, Applications servers and even enterprise level applications. In an emerging situation like this, who will be the greatest looser?
I think given the current power structure, it will be intel which will be the biggest looser and the next, if at all, will be microsoft. Intel is the biggest looser since it will loose its pricing power enjoyed over a period of about 15 years if not close to 20 years. It will be interesting to see how AMD reacts to these unfolding events.
What will the reaction of Andy Grove, be to this trend?