In 2005, Microsoft’s leaders were starting to get worried. Windows and Office were doing well, but the company’s lead software architect, Ray Ozzie, warned them that an emerging trend threatened Microsoft’s very existence.“A new business model has emerged in the form of advertising-supported services and software,” warned Ozzie in his famous memo. “This model has the potential to fundamentally impact how we and other developers build, deliver, and monetize innovations.”Ozzie wanted Microsoft to ...