"Embrace, extend, and extinguish" (EEE), [1] also known as "embrace, extend, and exterminate", [2] is a phrase that the U.S. Department of Justice found [3] was used internally by Microsoft [4] to describe its strategy for entering product categories involving widely used open standards, extending those standards with proprietary capabilities, and using the differences to strongly disadvantage its competitors.
The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 article in The New York Times titled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet", [5] in which writer John Markoff said, "Rather than merely embrace and extend the Internet, the company's critics now fear, Microsoft intends to engulf it." The phrase "embrace and extend" also appears in a facetious motivational song by an anonymous Microsoft employee, [6] and in an interview of Steve Ballmer by The New York Times. [7]
A variant of the phrase, "embrace, extend then innovate", is used in J Allard's 1994 memo "Windows: The Next Killer Application on the Internet" [8] to Paul Maritz and other executives at Microsoft. The memo starts with a background on the Internet in general, and then proposes a strategy on how to turn Windows into the next " killer app" for the Internet:
In order to build the necessary respect and win the mindshare of the Internet community, I recommend a recipe not unlike the one we've used with our TCP/IP efforts: embrace, extend, then innovate. Phase 1 (Embrace): all participants need to establish a solid understanding of the infostructure and the community—determine the needs and the trends of the user base. Only then can we effectively enable Microsoft system products to be great Internet systems. Phase 2 (Extend): establish relationships with the appropriate organizations and corporations with goals similar to ours. Offer well-integrated tools and services compatible with established and popular standards that have been developed in the Internet community. Phase 3 (Innovate): move into a leadership role with new Internet standards as appropriate, enable standard off-the-shelf titles with Internet awareness. Change the rules: Windows become the next-generation Internet tool of the future.
The addition "extinguish" was introduced in the United States v. Microsoft Corp. antitrust trial when then vice president of Intel, Steven McGeady, used the phrase [9] to explain Maritz's statement in a 1995 meeting with Intel that described Microsoft's strategy to "kill HTML by extending it". [10] [11]
The strategy's three phases are: [12] [13]
Microsoft claims the original strategy is not anti-competitive, but rather an exercise to implement features it believes customers want. [14]
During the browser wars, Netscape implemented the "font" tag, among other HTML extensions, without seeking review from a standards body. With the rise of Internet Explorer, the two companies became locked in a dead heat to out-implement each other with non-standards-compliant features. In 2004, to prevent a repeat of the "browser wars", and the resulting morass of conflicting standards, the browser vendors Apple Inc. ( Safari), Mozilla Foundation ( Firefox), and Opera Software ( Opera browser) formed the Web Hypertext Application Technology Working Group (WHATWG) to create open standards to complement those of the World Wide Web Consortium. [25] Microsoft refused to join, citing the group's lack of a patent policy as the reason. [26]
With its dominance in the web browser market, Google has been accused of using Google Chrome and Blink development to push new web standards that are proposed in-house by Google and subsequently implemented by its services first and foremost. These have led to performance disadvantages and compatibility issues with competing browsers, and in some cases, developers intentionally refusing to test their websites on any other browser than Chrome. [27] Tom Warren of The Verge went as far as comparing Chrome to Internet Explorer 6, the default browser of Windows XP that was often targeted by competitors due to its similar ubiquity in the early 2000s. [28]
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The court documents state that in April 1997, Ben Slivka, the Microsoft manager responsible for executing the Java strategy, sent an E-mail to Microsoft's chairman, William H. Gates, noting 'When I met with you last, you had a lot of pretty pointed questions about Java, so I want to make sure I understand your issues and concerns.' Mr. Slivka goes on to ask if Mr. Gates' concerns included 'How do we wrest control of Java away from Sun?' and 'How we turn Java into just the latest, best way to write Windows applications?'
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cite web}}
: CS1 maint: unfit URL (
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Enabling password security for an Office 365 forces modern authentication to be used for all protocols. SMTP Auth is deprecated and is no longer supported.
"Embrace, extend, and extinguish" (EEE), [1] also known as "embrace, extend, and exterminate", [2] is a phrase that the U.S. Department of Justice found [3] was used internally by Microsoft [4] to describe its strategy for entering product categories involving widely used open standards, extending those standards with proprietary capabilities, and using the differences to strongly disadvantage its competitors.
The strategy and phrase "embrace and extend" were first described outside Microsoft in a 1996 article in The New York Times titled "Tomorrow, the World Wide Web! Microsoft, the PC King, Wants to Reign Over the Internet", [5] in which writer John Markoff said, "Rather than merely embrace and extend the Internet, the company's critics now fear, Microsoft intends to engulf it." The phrase "embrace and extend" also appears in a facetious motivational song by an anonymous Microsoft employee, [6] and in an interview of Steve Ballmer by The New York Times. [7]
A variant of the phrase, "embrace, extend then innovate", is used in J Allard's 1994 memo "Windows: The Next Killer Application on the Internet" [8] to Paul Maritz and other executives at Microsoft. The memo starts with a background on the Internet in general, and then proposes a strategy on how to turn Windows into the next " killer app" for the Internet:
In order to build the necessary respect and win the mindshare of the Internet community, I recommend a recipe not unlike the one we've used with our TCP/IP efforts: embrace, extend, then innovate. Phase 1 (Embrace): all participants need to establish a solid understanding of the infostructure and the community—determine the needs and the trends of the user base. Only then can we effectively enable Microsoft system products to be great Internet systems. Phase 2 (Extend): establish relationships with the appropriate organizations and corporations with goals similar to ours. Offer well-integrated tools and services compatible with established and popular standards that have been developed in the Internet community. Phase 3 (Innovate): move into a leadership role with new Internet standards as appropriate, enable standard off-the-shelf titles with Internet awareness. Change the rules: Windows become the next-generation Internet tool of the future.
The addition "extinguish" was introduced in the United States v. Microsoft Corp. antitrust trial when then vice president of Intel, Steven McGeady, used the phrase [9] to explain Maritz's statement in a 1995 meeting with Intel that described Microsoft's strategy to "kill HTML by extending it". [10] [11]
The strategy's three phases are: [12] [13]
Microsoft claims the original strategy is not anti-competitive, but rather an exercise to implement features it believes customers want. [14]
During the browser wars, Netscape implemented the "font" tag, among other HTML extensions, without seeking review from a standards body. With the rise of Internet Explorer, the two companies became locked in a dead heat to out-implement each other with non-standards-compliant features. In 2004, to prevent a repeat of the "browser wars", and the resulting morass of conflicting standards, the browser vendors Apple Inc. ( Safari), Mozilla Foundation ( Firefox), and Opera Software ( Opera browser) formed the Web Hypertext Application Technology Working Group (WHATWG) to create open standards to complement those of the World Wide Web Consortium. [25] Microsoft refused to join, citing the group's lack of a patent policy as the reason. [26]
With its dominance in the web browser market, Google has been accused of using Google Chrome and Blink development to push new web standards that are proposed in-house by Google and subsequently implemented by its services first and foremost. These have led to performance disadvantages and compatibility issues with competing browsers, and in some cases, developers intentionally refusing to test their websites on any other browser than Chrome. [27] Tom Warren of The Verge went as far as comparing Chrome to Internet Explorer 6, the default browser of Windows XP that was often targeted by competitors due to its similar ubiquity in the early 2000s. [28]
{{
cite web}}
: CS1 maint: unfit URL (
link)
The court documents state that in April 1997, Ben Slivka, the Microsoft manager responsible for executing the Java strategy, sent an E-mail to Microsoft's chairman, William H. Gates, noting 'When I met with you last, you had a lot of pretty pointed questions about Java, so I want to make sure I understand your issues and concerns.' Mr. Slivka goes on to ask if Mr. Gates' concerns included 'How do we wrest control of Java away from Sun?' and 'How we turn Java into just the latest, best way to write Windows applications?'
{{
cite web}}
: CS1 maint: unfit URL (
link)
Enabling password security for an Office 365 forces modern authentication to be used for all protocols. SMTP Auth is deprecated and is no longer supported.