EditorsAbout the SiteComes vs. MicrosoftUsing This Web SiteSite ArchivesCredibility IndexOOXMLOpenDocumentPatentsNovellNews DigestSite NewsRSS


Government Delegate Compares Microsoft Methods to “Scientology Cult”

Posted in Antitrust, Europe, Microsoft, Novell, Open XML, Windows at 7:19 pm by Dr. Roy Schestowitz

“I’d be glad to help tilt lotus into into the death spiral. I could do it Friday afternoon but not Saturday. I could do it pretty much any time the following week.”

Brad Silverberg, Microsoft

Scientology, which has become synonymous with the phrase “dangerous cult”, seems to have just been mentioned in an interesting context. Do have a look.

Many participants and speakers referenced to the OOXML standardisation process, in particular were intrigued by the French AFNOR developments. Generally speakers feel concerned about OOXML to become a standard in governmental procurement. In private a government delegate compared Microsoft’s public affairs methods with the scientology cult.

This is interesting for a variety of reasons. To repeat a fragment from an antitrust exhibit (Microsoft’s own internal documents):

5: Jihad

A Jihad is a road trip. in which an evangelist visits a large number of ISVs one-on-one to convince them to take some specific action. The classic Jihad is one focused on getting Tier A ISVs to commit to supporting a given technology by signing the technology’s Letter of Agreement (LOA – see above).

A Jihad focuses on the Travelling Salesman aspect of evangelism. As in sales, the purpose of the exercise is to close – to get the mark the ISV to sign on the dotted line, in pen, irrevocably. Not to get back to us later, not to talk to the wife about it, not to enter a three-day cooling-off period, but to get the ISV to sign, sign, sign.

If the start of the meeting is the first time the ISV has seen the LOA, then he’s not going to sign it at the end of the meeting. Since we’re asking for a very serious commitment, we want the ISV to give their signing serious consideration. If the ISV cannot deliver, then his committing to deliver is worse than useless – the ISV’s participation may occupy one of a limited number of available slots, keeping some other ISV from participating.

To maximize the chance of getting the ISV to sign during the Jihad visit, make sure that

— The ISV has seen the LOA at least a week before the Jihad visit

— The LOA is very clear about what exactly each side is promising to deliver, and when

— An Officer of the ISV’s corporation will be attending the meeting

— Microsoft’s Director of DRG has positioned the LOA with sufficient seriousness, in a cover letter or other communication in advance of the meeting

— You make it clear from the start that the purpose of your visit is to answer any questions that they might have, preparatory to signing the LOA while you’re there

— They understand that those who do not sign the LOA, are frozen out of all further information about the techology until it goes into public beta

— They understand (without being crude about it) that you will be making the same offer to their competitors

— You have T-shirts or other swag to give to those who sign. lt’s amazing what some people will do for a T-shirt.

There are a million tips and tricks to effective road trips, and to being a Road Warrior in general, all of which is beyond the scope of this discussion.


8: The Slog
Guerilla marketing is often a long, hard slog.

slog (sl^g) v. slogged, slogqing, slogs. –tr, To strike with heavy blows, as in boxing. -intr. 1. To walk with a slow, plodding gait. 2. To work diligently for long hours. –n. . 1. long, hard work. 2. A long, exhausting march or hike. [Orig. unknown.] -slog’ger
–American Heritage Dictionary, 1991

In the Slog, Microsoft dukes it out with the competition. MSDN and Platform marketing are the regular forces, exchanging blows with the enemy mano a mano. Evangelism should avoid formal, frontal assaults, instead focusing its efforts of hit-and-run tactics.

In the Slog, the enemy will counter-attack, trying to subvert your Tier A ISVs to their side, just as you should try to subvert their ISVs to your side. New ISVs should be sought, and directed to MSDN’s one-to- many programs. Evangelism should constantly be on the lookout for killer demos, hot young startups, major ISVs, customer testimonials, enemy-alliance-busting defections and other opportunities to demonstrate momentum for our technology. If bugs are found in our technology, or missing features are found to be critically important, then now is the time to identify and fix them. Stay engaged with the technology development team; ensure that you are a valuable resource for them, not a hectoring pest. Document all of your progress (ideally in regularly updated internal Web pages) and forward it regularly to management. If management is not aware of your progress, your successes, and your stumbling blocks, then they can’t help. (They may not help anyway, but they can’t if they don’t know what you need.)

Keep those Tier A ISVs on track to delivery! They are your strongest weapons and cannot be forgotten.

The elements of the evangelical infrastructure – conference presentations, courses, seminars, books, magazine articles, whitepapers, etc. – should start hitting the street at the start of the Slog. They should be so numerous as to push all other books off the shelf, courses out of catalogs, and presentations off the stage.

Working behind the scenes to orchestrate “independent” praise of our technology, and damnation of the enemy’s, is a key evangelism function during the Slog. “Independent” analyst’s report should be issued, praising your technology and damning the competitors (or ignoring them). “Independent” consultants should write columns and articles, give conference presentations and moderate stacked panels, all on our behalf (and setting them up as experts in the new technology, available for just $200/hour). “Independent” academic sources should be cultivated and quoted (and research money granted). “Independent” courseware providers should start profiting from their early involvement in our technology. Every possible source of leverage should be sought and turned to our advantage.

I have mentioned before the “stacked panel”. Panel discussions naturally favor alliances of relatively weak partners – our usual opposition. For example, an “unbiased” panel on OLE vs. OpenDoc would contain representatives of the backers of OLE (Microsoft) and the backers of OpenDoc (Apple, IBM, Novell, WordPerfect, OMG, etc.). Thus we find ourselves outnumbered in almost every “naturally occurring” panel debate.

A stacked panel, on the other hand, is like a stacked deck: it is packed with people who, on the face of things, should be neutral, but who are in fact strong supporters of our technology. The key to stacking a panel is being able to choose the moderator. Most conference organizers allow the moderator to select the panel, so if you can pick the moderator, you win. Since you can’t expect representatives of our competitors to speak on your behalf, you have to get the moderator to agree to having only “independent ISVs” on the panel. No one from Microsoft or any other formal backer of the competing technologies would be allowed – just ISVs who have to use this stuff in the “real world.” Sounds marvelously independent doesn’t it? In fact, it allows us to stack the panel with ISVs that back our cause. Thus, the “independent” panel ends up telling the audience that our technology beats the others hands down. Get the press to cover this panel, and you’ve got a major win on your hands.

Finding a moderator is key to setting up a stacked panel. The best sources of pliable moderators are:

— Analysts: Analysts sell out – that’s their business model. But they are very concerned that they never look like they are selling out, so that makes them very prickly to work with.

— Consultants: These guys are your best bets as moderators. Get a well-known consultant on your side early, but don’t let him publish anything blatantly pro-Microsoft. Then, get him to propose himself to the conference organizers as a moderator, whenever a panel opportunity comes up. Since he’s well-known, but apparently independent, he’ll be accepted – one less thing for the constantly-overworked conference organizer to worry about, right?

Gathering intelligence on enemy activities is critical to the success of the Slog. We need to know who their allies are and what differences exist between them and their allies (there are always sources of tension between allies), so that we can find ways to split ‘em apart. Reading the trade press, lurking on newsgroups, attending conferences, and (above all) talking to ISVs is essential to gathering this intelligence.

This is a very tough phase of evangelism. You’ll be pulled in every direction at once, randomized by short-term opportunities and action items, nagged by your Tier A ISVs and pestered by every other ISV that wants to become a Tier A. Management will want to know right now how you’re going to respond to some bogus announcement by some random ISV. Some PM over in Consumer will demand that you drop everything to go talk to an ISV in Outer Mongolia, that’s run by an old college chum of his. Competitors will make surprise announcements, lie through their teeth, and generally try to screw you just as hard as you are trying to screw them.

Of course, if you are very, very lucky, there will be no competition to your technology. But this is almost never the case. ODBC had its IDAPI, OLE had its OpenDoc, COM had its SOM, DCOM has its CORBA, MAPI had its VIM, etc., etc., etc. The existence of a Microsoft technology nearly guarantees that a competitive technology will spring into existence overnight, backed by an impromptu association of Microsoft competitors which have decided to draw yet another Line in the Sand (“If we don’t stop Microsoft here, then they are going to take over the whole world!”).

Without a competing technology to fight, you just hand everything over to MSDN, give your Tier A ISVs to PSS, and find a new technology to evangelize. But that takes most of the fun out of the game :-)

9: Final Release:

Evangelism of a given technology usually ends with the final, shipping release of that technology. One last big press event, with demos, a tradeshow, press releases, etc., is often called for, showcasing the apps that are sim-shipping and the customers that are using them. In the face of strong competition, Evangelism’s

focus may shift immediately to the next version of the same technology, however. Indeed, Phase 1 (Evangelism Starts) for version x+1 may start as soon as this Final Release of version X.

10: Critical Mass

The Slog may continue beyond the Final Release, for many months, until Critical Mass is reached. It is possible that Critical Mass will not be reached at all for Version X of a technology, such that Phases 1-9 will have to be repeated – possibly more than once – before ever reaching Critical Mass.

Critical Mass is reached when the technology starts evangelizing itself. When reviews subtract points if it’s not supported; when analysts say “great product plan, but what about [Technology Name]?”; when VC’s won’t fund a company unless it supports [Technology Name] – that’s Critical Mass. At that point, Evangelism of the technology stops, and Evangelism’s resources are applied to other technologies – or, if you’re lucky, moves into the Mopping Up phase.

11: Mopping Up

Mopping Up can be a lot of fun. In the Mopping Up phase, Evangelism’s goal is to put the final nail into the competing technology’s coffin, and bury it in the burning depths of the earth. Ideally, use of the competing technology becomes associated with mental deficiency, as in, “he believes in Santa Claus, the Easter Bunny, and OS/2.” Just keep rubbing it in, via the press, analysts, newsgroups, whatever. Make the complete failure of the competition’s technology part of the mythology of the computer industry. We want to place selection pressure on those companies and individuals that show a genetic weakness for competitors’ technologies, to make the industry increasingly resistant to such unhealthy strains, over time.

12: Victory

Some technologies continue as competitors long after they are true threats – look at OS/2, the Operating System that Refused to Die. It is always possible – however unlikely – that competitors like OpenDoc, SOM, OS/2, etc, could rise from the dead… so long as there is still development work being done on them. Therefore, final victory is reached only when the competing technology’s development team is disbanded, its offices reassigned, its marketing people promoted, etc. You have truly and finally won, when they come to interview for work at Microsoft.

Victory is sweet. Savor it. Then, find a new technology to evangelize — and get back to work :-)

Looking at the comments section of this plain-text version, you can find familiar names of known Microsoft AstroTurfers who defend the practices above or try to deny them (never mind if their source is Microsoft itself).

It’s possible that the world begins to realise just what type of “ecosystem” it’s dealing with. The problem is aggravating when this orgy of money and power encourages destruction of competitor using what’s referred to as “Jihad”. Some of the tactics listed in Microsoft’s list are of course illegal. Our concern is that Novell becomes part of this Microsoft ecosystem and it therefore cannot be trusted anymore.

Share this post: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Reddit
  • co.mments
  • DZone
  • email
  • Google Bookmarks
  • LinkedIn
  • NewsVine
  • Print
  • Technorati
  • TwitThis
  • Facebook

If you liked this post, consider subscribing to the RSS feed or join us now at the IRC channels.

Pages that cross-reference this one

What Else is New

  1. The EPO's Balkan Express Keeps Chugging Along Despite Predictions of Derailment

    The latest part in the series regarding the reappointment of the two Vice-Presidents, Casado and Topić

  2. Advice to Journalists: Stop Repeating Propaganda of the EPO, a Serial Liar With a Track Record

    The EPO is weaponising its propaganda and pushing hard for media across Europe to repeat this propaganda while severely punishing anyone who 'dares' contradict it

  3. Leaked: Ljiljana Kuterovac Covering Željko Topić's (EPO) Back

    Leaked E-mail from June 2012 regarding Željko Topić, an EPO Vice-President who reportedly faces many criminal charges in Croatia

  4. Leaked: Budget and Finance Committee Outcomes That Jeopardise What's Left of the EPO's Future

    A look at the latest reckless step from the Budget and Finance Committee of the Administrative Council (chaired by Battistelli's pet chinchilla), which marginalises yet more oversight or a branch which facilitates patent quality control (thereby concealing the effect of Battistelli's ruinous sausage factory mentality)

  5. Links 27/10/2016: Major Changes in Unity 8, Nextcloud Targets Phones

    Links for the day

  6. 'Balkan Express' Teaser: EPO's Željko Topić, Kuterovac, Campinos, Gurry, Battistelli and the DKPTO (Kongstad)

    Various photos of Topić and Kuterovac. Some more photos with other IP "luminaries" such as Campinos of the EUIPO and Gurry of the WIPO.

  7. The United States Pressures India to Broaden Patent Scope and Other Monopolies

    The envoy of the US is trying to tell India how to run the country (stricter laws regarding copyrights, trademarks, and patents), as a condition for foreign investment by multinational corporations

  8. Budget and Finance Committee of the Administrative Council (EPO) Confirms Exile of the Boards of Appeal

    Crushing of highly-skilled staff, propaganda in the form of new press releases, and recruitment attempts that won't succeed because the world now knows what goes on inside the European Patent Office

  9. Links 26/10/2016: “softWaves” in Debian 9, Rust in GNOME

    Links for the day

  10. Leaked: EPO's Vice-President Willie Minnoye Saying the Unsayable, Then Threatening Anyone Who Keeps Record (Evidence) of It

    E-mail that would leave Vice-President Willie Minnoye bashful, as it helps show not only bad policy but also attempts at suppression of discussion about it

  11. Puff Pieces of the EPO-IPO (EPO+EUIPO) Have Begun to Appear Amid New Evidence of Brain Drain, Lowered Standards

    The grim vision of the EPO which is losing all its talent (over time), becomes more like a production line (quality does not matter), and produces propaganda for "media positioning" (or "placements") -- all under the guise of 'studies'

  12. Leaked: Minutes From the Administrative Council of the EPO Regarding the 'Reform' (Exile) of the Boards of Appeal

    Details of the relatively secret proceedings back in June (belatedly released only a short while ago), carefully abbreviated to demonstrate which delegations helped Battistelli crush the Boards of Appeal and which ones insisted on maintaining the status quo, as per the EPC

  13. No Promising Future For the EPO Under Battistelli (If Any Future At All)

    Pessimism becomes realism at the European Patent Office as units are being torn apart, patent quality discarded, "unified" patent courts dreamed of (more patent lawsuits, higher damages), and EUIPO (EU-associated, unlike Eponia) gets closer to the EPO

  14. Leaked Minutes From the EPO Reveal That Battistelli is Detached From Reality and Blames Everything on “Union Officials”

    Minutes of the Administrative Council's meeting reveal some truly bizarre rants from Battistelli, who simply refuses to accept that the European Patent Office is burning (without a future direction, only burnout and brain drain) under his poor and abusive leadership

  15. Tata/TCS is Still Pushing for Software Patents in India

    The obnoxious company that is promoting Microsoft and software patents in a country that needs neither makes the headlines again (Financial Express)

  16. Links 25/10/2016: Rackspace's Praise of FOSS, Chain Chooses the GPL(v3)

    Links for the day

  17. Links 24/10/2016: Linux 4.9 RC2

    Links for the day

  18. Battistelli Plans to Expand the Social [sic] 'Study' (Then 'Conference') Propaganda Until Next Month, Under the 'Workshop' Umbrella

    Milking his shameless propaganda (paid-for 'studies'), Battistelli wants to rewrite the record by all means possible, then pretend that EPO staff participates in it

  19. EPO and EUIPO Join Hands to Release Propaganda (for European Media to Parrot) Some Time Tomorrow

    EPO and EUIPO in collaboration for the promotion of the notion that they are both necessary (and reinforced speculations about growing overlap between them)

  20. UPC Preparatory Committee Puts the Brakes on UPC Amid Brexit and Growing Uncertainty

    The Unified Patent Court (UPC) preparatory committee recognises that the UPC isn't going anywhere (any time soon) and false job advertisements -- or advertisements for jobs that will never exist -- are withdrawn

  21. Updates Regarding EPO and BoAC: Unrest and Injustice Carry on

    Some of the latest information which is publicly and privately available to us, in particular regarding the case of a suspended judge which represents unprecedented erosion of the appeal boards' independence (and hence lack of justice in the Organisation)

  22. EPO and the “Iberian Connection”: Patricia García-Escudero Márquez - Battistelli's Pet Chinchilla on the Boards of Appeal Committee?

    Why the Boards of Appeal Committee has begun showing prominent signs that it is anything but independent and capable of standing up to Battistelli (or his circle at the Office, which includes the “Iberian Connection")

  23. Links 23/10/2016: Alcatel's New Android Smartphones, Another Honorary Doctorate for Stallman

    Links for the day

  24. Open Letter Exposing the Farce Which Was Battistelli's 'Social Conference' Coinciding With Further (New) Attacks on EPO Staff Representatives

    A detailed letter reveals legitimate concerns expressed by staff representatives at the EPO ahead of the so-called Social Conference, in which we have highlighted severe factual flaws

  25. Translation of Latest Rant From French MP Philip Cordery About Benoît Battistelli's Abuses at the EPO

    Philip Cordery crosses horns with Benoît Battistelli, who has become a source of embarrassment for France with his autocratic tendencies and misguided policies that rapidly ruin the European Patent Office (EPO)

  26. Battistelli-Commissioned PwC ‘Study’: Leaked Document Shows PwC's Dishonesty and Misrepresentation of EPO Staff

    An in-depth analysis (but not comprehensive, just preliminary) of the so-called 'study' from PwC, which basically did what it was paid for (pay to say)

  27. Links 22/10/2016: Deus Ex for GNU/Linux, Global DDoS (DNS)

    Links for the day

  28. Battistelli-Commissioned PwC ‘Study’: Survey Comparison Shows Serious Deterioration and Efforts by PwC to Disguise the Truth

    The latest output from PwC turns out to be even worse than initially thought, indicating that not only did it find a degradation in the EPO but also attempted to hide/obscure it

  29. EPO Teaser - The "Iberian Connection" - Some Photos of García-Escudero and His Royal/Government Connections

    A look at the undeniably close connections between Mr. García-Escudero and the most powerful people in Spain

  30. Disruption to Site's Service

    A technical note about why Techrights has not been publishing many articles recently


RSS 64x64RSS Feed: subscribe to the RSS feed for regular updates

Home iconSite Wiki: You can improve this site by helping the extension of the site's content

Home iconSite Home: Background about the site and some key features in the front page

Chat iconIRC Channel: Come and chat with us in real time


Recent Posts