Personal computer sales suffers a 10.3% fall in 2015, the sector’s greatest ever year on year decline reports IDC.
What might reverse the PC’s decline? Dell hopes it’s virtual reality as the company offers discount bundles with the computer power to run the Oculus Rift headset.
The question though is how long that will last as the power of smartphones and smaller form factor computers increase exponentially and developers find ways to optimise code to deliver more performance from less powerful processors.
Virtual reality may well open a range of new markets and products but it’s hard to see it saving the personal computer.
After good relatively results last quarter, the numbers have turned ugly again for the personal computer industry with both IDC and Gartner estimating the sector’s sales have collapsed by 11% and 9.5% respectively.
Of the PC manufacturers Taiwan’s Acer is the hardest hit with Gartner forecasting a 20% drop and IDC a whopping one-quarter compared to last year.
Apple were the only bright spot with Gartner expecting the company to sell 16% more PCs than the previous year.
Lenovo remain the biggest global supplier of personal computers but the company suffered a six percent drop.
While it appears the end of Windows XP support gave the sector a reprieve last year, the end of the PC era is well and truly here. The key aim now for vendors is to find a way to shore up their margins as the market shrinks – it’s a bad time to be commodity player.
For the computer industry that’s been both a blessing and curse; cheap systems have allowed computers to become pervasive but at the same time the collapsing prices have destroyed the business models of those who built their companies upon the industry economics on 1980 or 2000.
Software has fallen a similar amount with computer programs now costing 7/1000ths of what they did 35 years ago. Again this has dramatically changed the structure of the industry with Google and Amazon taking over from Microsoft and Adobe.
While the computer industry is the starkest example of the collapse in prices due to technological change, it’s not the only sector being affected – almost every industry is under similar pressures as margins get stripped away.
Anywhere where middlemen are exploiting market inefficiencies are opportunities for new technologies to destroy the existing business models, Uber are a good example of this with the taxi industry.
With technological change accelerating in all industries, no business or its managers can assume they are safe from shifting marketplaces or new, unexpected competitors.
The stunning quarterly results of Apple announced yesterday compared to Microsoft’s indifferent performance illustrate how the fortunes of two different business cultures have changed.
Apple yesterday announced a spectacular result for its quarter finishing at the end of last year with revenues up 30%, profits by 38% and Earnings Per Share just short of fifty percent.
The announcement was an emphatic vindication for Tim Cook and his management team who made some big bets on the larger form factor iPhone 6 which paid off spectacularly with shipments growing 46% to 74.5 million and revenue reaching $51.2 billion, over two thirds of the company’s total sales.
One notable aspect of Apple’s success is the difference with Microsoft’s and this shows how different business cultures come in and out of fashion.
The Triumph of the MBA
For two decades Microsoft’s licensing business model was dominant and this confirmed the MBA view that companies should do everything they can to move design, research, manufacturing and distribution out of their operations – the virtual corporation where there was no inventory, few costs and even fewer risks was the ultimate aim of the modern manager at the turn of the century.
Microsoft encapsulated this philosophy with its licensing model, while the company made massive sales with huge margins – as it still does – all the business risks in the computer market were carried by resellers and equipment manufacturers. For many years the markets loved this.
Apple tinkered with the licensing model under John Sculley in the mid 1990s during Steve Jobs’ exile but was never really serious about giving away its hardware capabilities and in 2001 moved into retail with the opening of the first Apple Store.
Coupled with the App Store, Apple have come to control the entire customer journey from marketing, design, purchase and ongoing revenue after the product is bought.
King of the new Millennium
While the 1980s and 90s were the time of triumph for the Microsoft model, the 2000s have been good to Apple as shown by the revenue and profit figures.
Apple and Microsoft Revenues 2000-2014Apple and Microsoft Profits 2000-2014
The key inflection point in these charts is, of course, the iPhone’s release in 2007. Apple caught the wave of change as computer use switched from personal computers to smartphones and is now the dominant vendor.
For Microsoft the success of Apple is bittersweet; the company had a smartphone operating system in Windows CE but it was too early to the market and the devices vendors went to market with were, at best, substandard.
Microsoft’s failure with the smartphone was also echoed with tablet computers and exposed the licensing model’s reliance on vendors to supply and support decent products, even today Microsoft’s hardware partners struggle to release decent tablet systems.
Cloudy on the web
Another problem that exposed Microsoft’s weaknesses was the rise of the web where hardware and operating systems really did matter so much any more. Along with pushing out personal computer lifecycles it also had the consequence of allowing other systems into the marketplace, notably Linux and Google Android.
With OS X, Android and Linux systems no longer hampered with the compatibility issues that irritated non-Windows users in the 1990s the market was open to adopting those systems. While the PC market has remained quite loyal to Windows, although the Apple Macs are showing serious growth as well, Microsoft’s system has barely any marketshare in other device segments except servers which are also declining as business increasingly move to cloud services.
Apple have shown in the computing and smartphone business that controlling the hardware products is as important as supplying the software, a lesson that Microsoft now acknowledges with its restructure into a ‘Devices and Services’ company under former CEO Steve Ballmer.
Under current CEO Satya Nadella Microsoft is focusing on cloud services which also aren’t as profitable as its legacy operations but see it competing with companies like Amazon and Google who don’t boast the profits from their online operations that Apple makes from its hardware.
Microsoft aside, the lesson Apple gives the technology is pertinent for its competitors in the smartphone space as well; companies like Samsung, LG and the army of Chinese handset vendors are going to find their markets tough unless they can take control of their software development and distribution channels – relying on Google for Android and telcos to get their phones to customers leaves them exposed in similar ways to Microsoft’s partners in the last decade.
In the battle between business models, Apple is the current winner and shows throwing all of your business operations over the fence to partners and licensees is a risky strategy. How those lessons are applied in other sectors will test the limits of both management philosophies.
One of the hallmarks of the PC era was how innovations in workplace technology tended to be driven by the middle ranks of organisations.
The PC itself is an example, it’s adoption in the early 1990s was driven by company accountants, secretaries and salespeople who introduced the machines into their workplaces, usually in the face of management opposition.
Many of the arguments against introducing PCs at the time are eerily similar to that against the Internet or social media over the next twenty years.
Sometime in over the last few years that pattern changed and the adoption of new technologies started being driven by boards and executives.
The turning point was the release of the Apple iPad which was enthusiastically adopted by executives and directors, suddenly, Bring Your Own Device policies were in fashion and the pattern of the c-suite driving change had been established.
Now a similar problem is at work with social media, the story of David Thodey driving the use of Yammer in Telstra is one example where executives are leading the adoption of services in large companies.
The lesson for those selling into the business market is to grab the imagination of senior executives and the board, with competitive pressures increasing on companies they may well be a receptive audience.
