Offer well-integrated tools and services compatible with established and popular standards that have been developed in the Internet community. Phase 2 (Extend): establish relationships with the appropriate organizations and corporations with goals similar to ours. Only then can we effectively enable Microsoft system products to be great Internet systems. Phase 1 (Embrace): all participants need to establish a solid understanding of the infostructure and the community-determine the needs and the trends of the user base. In order to build the necessary respect and win the mindshare of the Internet community, I recommend a recipe not unlike the one we've used with our TCP/IP efforts: embrace, extend, then innovate. The memo starts with a background on the Internet in general, and then proposes a strategy on how to turn Windows into the next " killer app" for the Internet: Ī variant of the phrase, " embrace, extend then innovate", is used in J Allard's 1994 memo "Windows: The Next Killer Application on the Internet" to Paul Maritz and other executives at Microsoft. The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 article in The New York Times titled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet", in which writer John Markoff said, "Rather than merely embrace and extend the Internet, the company's critics now fear, Microsoft intends to engulf it." The phrase "embrace and extend" also appears in a facetious motivational song by an anonymous Microsoft employee, and in an interview of Steve Ballmer by The New York Times. Department of Justice found was used internally by Microsoft to describe its strategy for entering product categories involving widely used standards, extending those standards with proprietary capabilities, and then using those differences in order to strongly disadvantage its competitors. " Embrace, extend, and extinguish" ( EEE), also known as " embrace, extend, and exterminate", is a phrase that the U.S. Anti-competitive Microsoft business strategy
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