Computing & Corporate Platforms: What’s in Common?

1. Computing & Corporate Platforms: What’s in Common? Diamond Exchange 4 December 2001 Gordon Bell, Microsoft Research gbell@microsoft.com

2. Overview • Companyplatform needs to be like a computer platform,-an organism building on technology, providing more capability. • Every technology change e.g. Moore et al, is likely to be disruptive to some part of an organization • Platform is a framework for the organization to use and change… -it has to be architected, and maintained (aka evolved) • Under MBA doctrine*, every company will attempt to create unique (aka proprietary) platforms • What are some parallels from our understanding of computing platforms e.g. the need for an architect and architecture, and the relationship to other infrastructure that can be applied to company platforms? *What is you uniqueness? " If you can't be elegant, at least be extravagant. " -Franco Moschino

3. Outline • Some terms • Computing Platforms*: and their evolution • Corporate Platform*: a parallel to computing platforms * “OnStar can be just like AOL” Ralph Szgenda, GM’s CIO.

4. What’s a company platform?Another b*t bingo word? • Network of a corporation’s processes (functions) with defined interfaces, protocols, standards, and tools that allow the construction of an every expanding number of new functions… that the organization “monetizes”. • Includes the IT standards plus human processes • Characterized in a Technology Balance sheet… • Intellectual Property (Proprietary) & double-edgedness:Proprietary versus standards; make versus buy; Corporate Jewels aka “core competences”Legacy: maintain against inevitable standards • The Corporate platform needs to be a “relatively formal” definition of an entire organization and its operation.

5. Platforms are enablers… • Machine platforms enable endless products –Bob Cats and Cuisinarts to Computers. • Venture platform is a “machine” for building new biz’s • Can corporate venture platforms enable endless businesses as per Mason and Rohner? • How do you specify and do platforms? • What is the core aka corporate platform?

6. Computing Platforms

7. Computer Platform Evolution • In the beginning: Programs rode on bare metal… nothing, programs were collected and loaded together, and ran. “The ultimate PC”. • The computer and organization take charge: Batch operating systems… job control, etc. • Timesharing environments: a collection of services e.g. inter-console aka instant messaging, editor, language • Personal computer… evolution followed timesharing • WWW: The Ultimate Client-Server environment. • GRID, .NET et al… now computers can use the web

8. Vertically integrated vs dis-integrated: Now each component is a system! 1982-present 1950s-present Each company & sub-industry provides every level-of- integration (e.g. mainframes … minis) to ensure proprietary environments e.g. CAD, CAM • Levels-of-integration: • Customer-specific • Professional apps (e.g. accounting) • Generic apps (Word) • Language & database • Operating system • Hardware platform • Hardware components • Circuits and processor architecture ... WP, SS, Mail Word... Excel Lang's & Dbases Oracle...Sybase Windows, VendorIX AIX ... HP/UX Disk, tapes, etc 6 Microprocessor Keiretsus

9. The IBM “Mainframe” & "IBM PC“ Org. apps Prof.apps Generic apps Std. Langs Oper.Sys. Hardware Platform Inst.Set Arch IBM IBM 360 Org. apps Prof.apps Generic apps Std. Langs Oper.Sys.Microsoft Hardware Platform Inst.Set Arch Intel Intel - Microsoft“IBM PC" 10,000s binary std. binary std. IBM few Fujistu, Hitachi, IBM 1000s few

10. Standards, Portability, Interoperability, and Open-ness • Standards are aimed at portability & interoperability, however user investment is data and the apps that interpret that data • Portability is the ability to move apps, data, and people among “computer” system architectures. • Interoperability is the ability for people and programs to exchange information in a meaningful way. • An open system (IEEE P1003.0) is one that implements sufficient open specifications* for interfaces, services, and supporting formats to enable properly engineered applicationssoftware to: • 1. be ported with minimal or no changes to a wide range of systems • 2. interoperate with other apps on local & remote systems • 3. interact with users in a style that facilitates user portability. • *Open specs are public & maintained by an "open", consensus process to accommodate new technology (t) consistent with international standards.

11. Client Terminal Present- ation Present- ation Present- ation Present- ation Present- ation Business Logic Business -- -- Logic Business -- -- Logic Network Server Present- ation Present- ation Business Logic Business Logic Business Logic Business Logic Data Managm’t Data Managm’t Data Managm’t Data Managm’t Data Managm’t Data Managm’t Traditional (not C-S) Distrib’d present. Remote present. Remote data managm’t Distrib’d app Distrib’d systems “interim” C-S “X-term” Commercial C-S simple complex Gartner Group degree of server-ness models c1995, pre-WWW

12. VAX Strategy: One Platform… c1978-1998 generated >$100B revenue. • Provide a set of homogeneous distributed computing system products so a user can interface, store information and compute, without re—programming or extra work in many styles and computer system sizes: • as a single user computer within a terminal; • at a small, local shared computer system; or • via a large central computer or network. • Achieve a single VAX, distributed computing architecture by 1985 (as measured by revenue) through: • homogeneous distributed computing with varying computing styles including high availability and ease (economy) of use; • building upward compatible 11s in the product space below VAX; • developing 11—VAX migration software and 11 user base protection. • Provide essential standard IBM and international network interfaces. • Define, and make clear statements internally and to our users about programming for DEC compatibility. • http://www.research.microsoft.com/users/gbell/Digital/

13. DEC Platform “Experiences” • GB: “The fatal mistake computer architects make is having too few address bits.” c1970, 1978, 1990. • PDP-11 (1969-85) and VAX (1977-1999). • The importance of standards • 1960s: a platform to preserve software investment • 1970s: ISA, busses, and O/Ss • 1980s: O/S (including a database), and apps • VAX/VMS Architecture (and architects) • VAX architectural office defined VAX. • VMS architecture implemented by Dave Cutler • VAX implementations, VAX Strategy, and Alpha • DIX– Ethernet, the interconnect standard wiring the world – IBM’s “standard” Token Ring, made more $$$s. • GM didn’t adopt Ethernet in factory until 2000! • Three PCs c1982. Platform failure!!!

14. Telecos & phone providers c200x: “cell-phones become platforms… • Phone providers e.g. Nokia are able to obsolete their platform every 3 years. • Moore’s Law provides new functionality. • Bandwidth enables telepresence and web apps. • With more functionality, more connect time with more services will be sold. More bandwidth generates more functions and bigger downloads, etc. • Telcos want to monetize by taking a cut in transaction, sell time, and get paid by every subscriber • The questions for Telcos: Proprietariness? Control? • Who’s going to control the platform standard? Will it resemble the PC or just a browser?

15. Chameleon: an XP/CE/Cellphone(800x300 pixels, 5 GB; 256 MB computer)

16. .NET views

17. Corporate Platforms…

18. Learning from computer platforms

19. The Technology Balance Sheet Plan with: Schedule of Milestones & Resources Eng. Specs: User view (eg. data sheets, manuals Eng. view (e.g. product structure) Design, quality, & other processes Manf'g. Spec. (i.e. How to Produce Product) External (industry) & other standards Indigenous (i.e. skills & technical know how) & Exogenous technology base (e.g. patents) Chief Technical Officer (Eng. VP) Operational Management (ability to fulfill plans- specs, resources, schedule Team & Engineering Culture Technology Future Architect(s), Product def. & Control Process Technical Resources (people, consultants, computers & software, tools, lab equip.)

20. The Corporate Platform: --a computing platform architect’s perspective • It’s about standards and being able to characterize the human and IT processes, for reuse and other services • Architect and architecture processes that includes characterizing constituents parts and their interaction • Simplicity and elegance; small number of components • Modularity for design, construction, test, etc. • Defines how or whether “other companies” or organizations can or will want to “play”. • Standards are double edged: • once established, your stuck and it is a legacy • “Either make the standard or follow the standard. If you fail to make the standard you get to do it twice!”

21. Platform design for new ventures“The Venture Imperative: A New Model for Corporate Innovation”, Mason and Rohner, Harvard Press, 2002. • People, people, people (and their interaction) • Executive team • Host functions within the parent • New venture team… the children • Well defined platform characteristics that the new venture can utilize • A venturing process based on maximizingTechnology Balance Sheet • Patience: executive and organization commitment, a venture team, “actual ventures”, time to achieve success (or failure)

22. Future technological bets that will affect platform design • Addressable people linked to biometrics, including complete database will occur by 2005 in the U.S. • ID tags on everything, replacing bar codes, etc. by 2005 • Addressable cameras that record everything in a decade • Public walks, highways, and buildings (e.g. schools) • Malls and stores • Less business travel • Company external: sales, conferences, etc. • Company internal: meetings • Individual worker: increased telecommuting • Corporations become more distributed and modular • Less mail: e-ads, e-specs, e-orders, e-bills, e-pay, … • GPS in everything useful --bodies… cameras

23. Chunka’s top 3 + OnStar • Wireless infrastructure on a WW basis will be chaotic and fragmented for 5 years. • Cultures, legacy nets, and investment are limiters! • We adopt the Japanese phones and nets • Information (e.g. camera, computer, palm, phone, tablet) and other appliances (e.g. A/C, dishwasher, refrigerator, water heater) become ubiquitous and part of a single network in another decade. (Home nets limit all this.) • Broadband to the home including video >10 yrs versus • Phone, cellphone, data, and TV networks • The “Black PC” replaces home A/V in 5 years. • OnStar will be spun off and ultimately be purchased by a communications company or ISP e.g. AOL.

24. The End

25. Backup

26. x "Standards" Types • industry i.e. de facto one company -intel/Microsoft; IBM 360… • proprietary VendorIX - the n-UNIX dialect platforms • trade-markUNIX™ AT&T >Novell • PR standards - OSF + COSE =1170 • “open” if it’s LINUX • de jour, or faux = proprietary + ? standards • gov’t & int’l bodies – e.g. CCITT, IEEE, OSI, POSIX) • de jure >>government mandated - ADA, DES, OSI, VHDL • implicit platform proprietary databases & apps -- Oracle • cross-industry forum - e.g. JPEG & MPEG • consortia – e.g. ATM, Bluetooth, Xopen, OSF, OMG • company centered consortia - e.g. PowerOpen, Sparc Int. • chaotic - The first Internet & MOSAIC

27. Not to be used

28. platform, peripheral, protocol … appliance, application, architecture, & interface • Architecture • Interface • Protocol • Platform • & peripheral • System: One person’s system is another person’s component • Component: a part of a sytem • Appliances: e.g. camera, editor, • Application and appolution • User as in ui, gui, vui

29. Some thoughts on platforms • Some Experience… platforms • Those who understand the value of legacy platforms based primarily on software aka data investment. • The value of existing standards as an evolutionary • In late 60s-70s 100 minicomputer startups. • $s of investment that has to be recovered • “B2b exchange for auto Covisint would be problematic.” Complexity. Layering. Architecture and architects. • Big guys already had a proprietary platform an exchange meant they only had position to lose! • I/O and protocol specs must be open… a large company can make a protocol or player • Post 9/11 how will it affect our platforms? …Less mail, (post office), travel (airlines), privacy.

30. x "Standards" Types & Suppliers industry i.e. de facto one company with a common system for PCs to multiprocessors (Intel/Microsoft); IBM 360, 370… evolution proprietary UNIX VendorIX platform suppliers that advertise open-ness & compatibility, but are platform lock-ins ... e.g. self-incompatible SUN environments a trade-mark,UNIX™ AT&T's failed effort sold to another disinterested party (Novell) self-declared or PR standards (OSF & COSE) open or de jure a slow-moving, gov't & international bodies defining irrelevant standards (ATM, Bluetooth, POSIX, OSI) implicit Database suppliers with cross-platform databases & proprietary apps (Oracle ...Sybase) explicit Cross-platform environment builders (Visix...Powersoft) wanna be de facto consortium of 2-3 companies defining 2-3 sets of environments (Apple, IBM) Faux standards = proprietary + real standards

31. Section: de facto vs de jure vs "open" standards"open-ness" is meaningless, irrelevant,& non-existent“standard” usually means different or not the same • An open system (IEEE P1003.0) is one that implements sufficient open specifications* for interfaces, services, and supporting formats to enable properly engineered appssoftware to: • 1. be ported with minimal or no changes to a wide range of systems • 2. interoperate with other apps on local & remote systems • 3. interact with users in a style that facilitates user portability. • *Open specs are public & maintained by an "open", consensus process to accommodate new technology (t) consistent with international standards.

32. Tests for apps portability, compatibility,and platforms open-ness • Is there a single source file for all apps for all ports of an app across multiple platforms? • Is there a single user manual & training course for all ports of an app across multiple platforms? • Is there one format for the removable media & server for all ports of an app across multiple platforms? • Can an arbitrary Client-Server apps interoperate across multiple vendor platforms running either Client or Server?

33. Standard algebra: governs the creationof entrapping, proprietary platforms • super setting standards are designed to entrap and will make any standard proprietary… the story of UNIX • Proprietary = Open standard + any unique or prorietary part • adding UNIX to a hardware platform that includes legacy, proprietary functions or apps is proprietary e.g. Linux on an PowerPC becomes single vendor and hence, proprietary • adding all, part, or a superset of any "UNIX standard" to a unique hardware platform is proprietary

34. Hardware platform, VendorIX, dbase, app, user chain User User User User App App App Dbase1 Dbase2 Dbasek Dbase10 UNIX1 UNIX2-1 UNIX2-2 UNIXj-1 UNIXj-2 UNIX2 UNIX75 Platform Platform Platform Platform Platform Micro6 Micro1 Micro2

35. Outline… Four topics that illustrate corporate platforms • Platforms, protocols & interfaces, appliances, apps and architecture… as used in computing. Definition and examples. • Platforms… as used in the biz world to describe organizations and their processes. Reiterate Carliss? • GRID: post-web platform of the technical community • .NET, SOAP, et al, etc. post-web commercial platforms

36. Heidi 11/5/01: 2 epilog pages by 11/15 • Companyplatform is like a computer platform,and an organism that must change. • Every technology change e.g. Moore et al, is likely to be disruptive to some part of an organization • Platform is framework for change. • Bring order: why go through the rigor of defining a platform. Be a taxonomist. • Platform is the integration of the company. • // between computers e.g. levels of integration, VAX, & .net versus company. Both must evolve because both are subject to technical change i.e. Moore’s Law because of comm. & new devices. • Companies are now returning to complacency following .com fallout.