Technology Delivers Content. Content Brings Dollars.

The company that has long “owned” the desktop operating system business, now wants to focus on content. Why? Because content brings ad revenue to the table in a big way. Google’s search content has proven this.
From Info World:

Microsoft Chief Executive Officer Steve Ballmer downplayed his company’s rivalry with Google on Thursday, saying Microsoft is more focused on creating Internet content and other services that will lure advertising revenue.
He said Microsoft is determined to climb to the top of the Internet advertising revenue chain from its current No. 3 position.
Ballmer added that, realistically, it could take Microsoft about five years before it achieves its Internet advertising goals.

Ballmer is saying he’s not concerned about Google, other than the fact they’re the company doing what Microsoft wants to be doing, but better.
As the two titans of tech battle for the top slot, now occupied by Google, the battle is now defined by which firm can create the most ad revenue. In other words, they’re not even tech companies at this point. They’re content companies. Which is an interesting study in how a business is really in the business of being in business.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.