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Software PlatformsJayarami Reddy

March 5, 2007

Strategic Computing and Communications Technology, UC Berkeley

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For the next 90 minutes …• What is a Software Platform?

• IBM, Intel, Apple, MSFT, Sun, etc.

• Oracle, SAP, Google, etc.

• Pricing, Lock-in and Network effects, etc.

• Takeaways and Q &A

• How Platforms Evolved?

• Where is the Industry Today & What is Next?

• Standards, Antitrust, Open Source, etc.

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Platform? Starting Point …

IBM, CDC, DEC

Vendors

Users

Programming Languages & Microprocessors

Single-Sided

Lock-in

Pricing

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What is a Platform?

IHVs

Vendors

ISVs

Platform is an integrated set of ingredients that enables targeted usage models, grows existing markets and creates new markets, and which delivers greater end-user benefits than the sum of its parts.

http://www.intel.com/platforms/whatis.htm

Platform

Applications

Users

Two/Multi-Sided

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Hardware

What is a Software Platform?

Operating System

OfficeAPIs

APIsData Base X-Win

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Hardware

Many Platforms

Unix/Linux

Hardware

Mac OS

Hardware

Windows

Hardware

Embedded OS

• Problems: Portability, Interoperability and Maintenance

PCs PCs WorkstationsServers

Devices

• Standards: IETF, ISO, X-Consortium, etc.

Network Effects

Lock-in

Pricing• Networks: TCP/IP, DECnet, NetWare/IPX, AppleTalk, etc.

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Hardware

Java & Browser

Unix/Linux

Java/Browser

Hardware

Mac OS

Java/Browser

Hardware

Windows

Java/Browser

Hardware

Embedded OS

Java/Browser

• Standards Wars & www.jcp.com

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Source: Economist.com

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Antitrust Case

“Microsoft had killed off a ``rare and serious threat'' to Windows by crushing Netscape's Navigator browser and hobbling Sun Microsystems Inc.'s Java programming language.”

“We simply cannot replicate the powerful combination of factors that threatened Microsoft's Windows monopoly six years ago”

Prof. Carl Shapiro

Source: Reuters Business, April 11,2002

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Hardware

Java & Browser

Unix/Linux

Java/Browser

Hardware

Mac OS

Java/Browser

Hardware

Windows

Java/Browser

Hardware

Embedded OS

Java/Browser

• Problems: Portability, Interoperability and Maintenance

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.NET Versus Java: Both Application Platforms Are Long-Term Winners

“Four years ago, when Microsoft announced .NET as a major new architectural direction for its products, there was a big question as to whether it could get its customers onboard with the change, not to mention whether it could attract new customers. That question has been answered: Microsoft has successfully done both.”

Randy Heffner September 1, 2004

.NET Has Clearly Arrived …

Source: http://www.forrester.com/Research/Document/Excerpt/0,7211,35261,00.html

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Hardware

Next Step in the Evolution

Operating System

Java/.NET

“App Server”

•Problems: Portability, Interoperability and Maintenance

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Source: www.sap.com

Situation Today …

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Reference: JBoss White Paper

Service Oriented Architecture

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Hardware

Super Platforms

Operating System

Java/.NET

“Middleware”

“Super Platform”

Problems: Portability, Interoperability and Maintenance

Web Services

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Source: www.sap.com

A “Future” Platform …

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Source: http://www.oreillynet.com/lpt/a/6228

Web2.0 = PlatformIn Web 2.0 the clash isn't between a platform and an application, but between two platforms, each with a radically different business model:

On the one side, a single software provider, whose massive installed base and tightly integrated system and APIs give control over the programming paradigm; on the other, a system without an owner, tied together by a set of protocols, open standards and agreements for cooperation.

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RFIDRFID

SuperPlatforms

Middleware Platforms

Reference: http://www.cs.berkeley.edu/~franklin/

BusinessProcesses

Exec Dashboards

“Smart Dust”

Takeaways …

Ignore Basic EconomicPrinciples at Your Own Risk

- Carl Shapiro & Hal Varian

Trends• Process MORE data• Transmit MORE bits• Store MORE data• Derive MORE value with Network

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Thank You!