1. 1 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Software Platforms Jayarami Reddy March 5, 2007 Strategic Computing and Communications Technology, UC Berkeley

2. 2 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved 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.

3. 3 jreddy@haasalum.berkeley.edu 09/15/2005 Platform? Starting Point … IBM, CDC, DEC Vendors Users Programming Languages & Microprocessors Single-Sided Lock-in Pricing

4. 4 jreddy@haasalum.berkeley.edu 09/15/2005 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

5. 5 jreddy@haasalum.berkeley.edu 09/15/2005 Hardware What is a Software Platform? Operating System Office APIs Data BaseX-Win

6. 6 jreddy@haasalum.berkeley.edu 09/15/2005 Hardware Many Platforms Unix/Linux Hardware Mac OS Hardware Windows Hardware Embedded OS Problems: Portability, Interoperability and Maintenance PCs Workstations Servers Devices Standards: IETF, ISO, X-Consortium, etc. Network Effects Lock-in Pricing Networks: TCP/IP, DECnet, NetWare/IPX, AppleTalk, etc.

7. 7 jreddy@haasalum.berkeley.edu 09/15/2005 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

8. 8 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Source: Economist.com

9. 9 jreddy@haasalum.berkeley.edu 09/15/2005 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

10. 10 jreddy@haasalum.berkeley.edu 09/15/2005 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

11. 11 jreddy@haasalum.berkeley.edu 09/15/2005.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.htmlhttp://www.forrester.com/Research/Document/Excerpt/0,7211,35261,00.html

12. 12 jreddy@haasalum.berkeley.edu 09/15/2005 Hardware Next Step in the Evolution Operating System Java/.NET “App Server” Problems: Portability, Interoperability and Maintenance

13. 13 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Source: www.sap.com Situation Today …

14. 14 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Reference: JBoss White Paper Service Oriented Architecture

15. 15 jreddy@haasalum.berkeley.edu 09/15/2005 Hardware Super Platforms Operating System Java/.NET “Middleware” “Super Platform” Problems: Portability, Interoperability and Maintenance Web Services

16. 16 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Source: www.sap.com A “Future” Platform …

17. 17 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Source: http://www.oreillynet.com/lpt/a/6228 Web2.0 = Platform In 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.

18. 18 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Super Platforms Middleware Platforms Reference: http://www.cs.berkeley.edu/~franklin/ Business Processes Exec Dashboards “Smart Dust” Takeaways … Ignore Basic Economic Principles at Your Own Risk - Carl Shapiro & Hal Varian Trends Process MORE data Transmit MORE bits Store MORE data Derive MORE value with Network

19. 19 jreddy@haasalum.berkeley.edu 09/15/2005 VayuLink Inc. All Rights Reserved Thank You!