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

04.20.08

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. Alice Case Beats Microsoft Patent Troll, USPTO Director Michelle Lee Wants Reform

    Latest developments surrounding software patents and patent trolls in the United States



  2. Links 7/7/2015: Lenovo ThinkPad With GNU/Linux, More Containers Hype

    Links for the day



  3. There is No 'New Microsoft': Under Nadella, Patent Extortion Against Linux/Android Carries on

    Kyocera is again being targeted by Microsoft, using patent aggression, with a secret settlement being reached whose negative impact on Android remains to be seen



  4. Patent Propaganda, Glamourisation, and Erosion of Citizens' Rights in the Process

    An overview of recent coverage about patents, demonstrative of inherent bias in the world of patent practitioners and the journalists whom they misinform



  5. Corporate Media Should Stop Grooming Black Duck by Calling it 'Open Source' and Repeating Its Lies

    Black Duck uses gullible (or easy to manipulate) journalists to spread its marketing talking points, which grossly overstate risks of using Free software



  6. Links 6/7/2015: Linux 4.2-rc1, YotaPhone Picks Sailfish OS

    Links for the day



  7. Microsoft Windows Unsafe at Any Speed, by Design

    More timely reminders that Windows is simply not designed to be secure, irrespective of version, status of patching, etc.



  8. After Moonlight Dies and Even Microsoft Abandons Silverlight, the Abusive Monopolist Keeps Pushing for Other Microsoft Lock-in, Injecting OOXML Traps Into Free Software (Moodle)

    Despite a long history of Microsoft formats being proven guarantee of digital obsolescence, Moodle allows itself to become Microsoft prey and a Trojan horse for OOXML in classrooms (for children)



  9. Links 4/7/2015: Mostly (Geo)Political Catchup

    Links for the day



  10. Links 3/7/2015: KDE Applications 15.04.3, Ubuntu-Flavored Compute Stick

    Links for the day



  11. Patent Lawyers and Their Firms, Still Desperate to Protect the Status Quo, Manipulate the Media

    Patent lawyers are besieged by gradual tightening of patent scope and recklessly fight back (e.g. by saturating the media) to secure their revenue sources, derived from (and at the expense of) actual scientists and true market producers



  12. Amid Controversy, Political Scrutiny and Increased Media Pressure Željko Topić and Benoît Battistelli Allegedly Cancel Today's Trip to Zagreb (Croatia) Where Topić Faces Many Criminal Charges

    The Croatian press comments on the recent declaration from the Council of Europe and Topić's not-so-sterling status in his home country, where he is wanted for alleged crimes



  13. Microsoft Gradually Embraces, Extends, Extinguishes Linux Foundation as a Foundation of GNU/Linux

    By liaising with (or hijacking) existing members of the Linux Foundation, as well as by paying the Linux Foundation, Microsoft turns the Linux Foundation into somewhat of a Windows advocacy group



  14. Microsoft India Still Lobbies and Lies About Free Software in Order to Knock Down Policy That Favours Free Software

    Microsoft continues to bully Indian politicians who merely 'dare' to prefer software that India can modify, maintain, extend, audit, etc.



  15. Patent Lawyers and Corporate Media Nervous About New Patents Barrier/Reality (Less Patents on Software and Business Methods)

    The rich and the powerful, as well as their lawyers (whose job is to protect their money and power by means of government-enforced monopoly), carry on whining after the Alice case, in which many abstract patents were essentially ruled -- by extension -- invalid



  16. Translation of Pierre-Yves Le Borgn' Speech Against EPO Management and New Parliamentarian Interventions

    More political fire targeting the EPO's management, adding up to over 100 parliamentarians by now



  17. Links 2/7/2015: KDE Plasma 5.3.2, antiX 15

    Links for the day



  18. Links 1/7/2015: OpenDaylight Lithium, OpenMandriva Lx 2014.2

    Links for the day



  19. Munich Press, Münchner Merkur, Slams the Munich-based EPO

    Pressure on Benoît Battistelli to leave (or be fired) grows as the cronies whom he filled his office with have become a huge public embarrassment to the decades-old European Patent Office



  20. The Shameless Campaign to Paint/Portray Free Software as Inherently Insecure, Using Brands, Logos, and Excessive, Selective Press Coverage

    Some more FUD from firms such as Sonatype, which hope to make money by making people scared of Free/libre software



  21. National Insecurity and Blackmail, Courtesy of Microsoft

    British members of parliament (MPs) outsourced their communication to the number one PRISM company and they are paying the price for it; The US Navy's systems continue to be unbelievably insecure (Windows XP), despite access to the world's biggest nuclear arsenal



  22. Microsoft Keeps Shrinking

    As the era of shrink-wrapped software comes to an end so does Microsoft, whose effort to become a 'cloud' company with online operations has been miserable at best



  23. They 'R' Coming: More Microsoft Money for the Linux Foundation

    The problem with having Microsoft in a Linux Foundation initiative, the R Consortium



  24. Speculations About the EPO's Possible Role in DDOS Attacks

    Readers' views on who might be behind the attacks on this site amid confirmation that it's on the 'targets' list of the EPO



  25. Links 30/6/2015: Linux Mint 17.2, OpenMandriva

    Links for the day



  26. Techrights Confirmed as a Target of EPO Surveillance, With Help From Control Risks Group (CRG)

    Unveiling the cloak of secrecy from long-term surveillance by the European Patent Office (EPO) and a London-based mercenary it hired, bypassing the law



  27. Google's Fight to Keep APIs Free is Lost, Let's Hope Google Continues Fighting

    SCOTUS refuses to rule that APIs cannot be considered copyright-'protected', despite common sense and despite Java (which the case is about) being Free/libre software



  28. Patent Trolls in the Post-Alice World

    A round-up of news about patent trolls in the United States, some of whom are are doing well and some of them not as well



  29. DDOS Attacks Against Techrights

    Information about some of the most recent DDOS attacks against this Web site and the steps to be taken next



  30. The Patent System Not What it Used to be, Large Corporations and Patent Lawyers the Principal Beneficiaries

    A look at some recent patent stories and what can be deduced from them, based on statistics and trends


CoPilotCo

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

CoPilotCo

Recent Posts