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Good idea for BlackBerry to collaborate with Microsoft?

The press release from BlackBerry Limited announces a collaboration between QNX, a division of BlackBerry, and Microsoft aimed at accelerating the development of Software-Defined Vehicles (SDVs).

The historical track record of Microsoft’s partnerships, particularly with IBM during the OS/2 venture, has been fraught with Microsoft’s reputation for the “EEE” strategy — Embrace, Extend, Extinguish.

  • IBM and OS/2: Microsoft initially collaborated with IBM on OS/2 but then shifted focus to Windows, leveraging IBM’s resources while ultimately undermining OS/2’s market position. This is a classic example of the EEE strategy where Microsoft embraced the project, extended it with their own features and direction, only to eventually extinguish it by promoting Windows.
  • Other Antitrust Issues and Collaborations:
    • Netscape vs. Internet Explorer: Microsoft bundled IE with Windows, effectively using their OS dominance to outcompete Netscape Navigator, leading to significant antitrust concerns.
    • Microsoft’s Java: Microsoft introduced a version of Java that was not fully compliant with Sun Microsystems’ standards, creating market confusion and control issues, leading to legal battles.
    • DR-DOS: Microsoft allegedly introduced incompatibilities between Windows and DR-DOS, making it less viable for users wanting to run Windows on anything other than MS-DOS.
    • Windows Media Player vs. RealPlayer & QuickTime: By integrating Windows Media Player into the OS, Microsoft made it challenging for competitors like RealNetworks and Apple’s QuickTime to maintain market share.
    • SCO Unix vs. NT: Microsoft’s relationship with SCO provided insights into UNIX, which they later used to bolster Windows NT against UNIX.

 

In each of these cases, Microsoft utilized insights from collaborations to gain competitive advantages, often leading to the demise of the partner’s product or service. The strategy involved:
  • Embrace: Initially working with or alongside another company, gaining access to technologies, markets, or knowledge.
  • Extend: Enhancing or adapting these technologies in ways that favor Microsoft’s ecosystem or products.
  • Extinguish: Ultimately leveraging these advancements to outcompete or diminish the partner’s position in the market.
Given this context, one must wonder:
  • How trusting is BlackBerry with Microsoft?
    • There’s reason to question the partnership’s integrity, especially considering Microsoft’s history of using collaborations to gain strategic advantages.
  • Does BlackBerry leadership know that the Microsoft track record is plagued with red flags?
    • It would be prudent for BlackBerry’s leadership to be aware of these historical dynamics. While the specifics of their current collaboration might differ, the pattern of Microsoft’s past behavior could warrant caution.

 

BlackBerry’s current collaboration with Microsoft, particularly in the realm of Software-Defined Vehicles, might offer mutual benefits. However, BlackBerry should remain vigilant about how Microsoft’s involvement could potentially evolve, ensuring their own technology and market position are not compromised in the long run.

References:

EEE, https://en.wikipedia.org/wiki/Embrace%2C_extend%2C_and_extinguish
BlackBerry Press Release, https://www.blackberry.com/us/en/company/newsroom/press-releases/2025/qnx-collaborates-with-microsoft-to-drive-software-defined-vehicle-innovations

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Jason Page

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