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-------------------------------------------------------------- This story was printed from ZDNet Australia. --------------------------------------------------------------
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What if? an alternative history of tech By Michael Kanellos, CNET News.com January 27, 2005 URL: http://www.zdnet.com.au/news/business/soa/What-if-an-alternative-history-of-tech/0,139023166,139178687,00.htm
commentary Just before we were about to enter high school, my brother and I told one of my father's friends about our plans to join the wrestling team. "Golf or ski instead," he recommended. "You'll do those things the rest of your life." We took the advice. But recently, I wondered: What if wrestling's place in the world were different? Consider business conferences, for one. You'd see people walking around fancy hotels in protective headgear and Spandex overalls. "The agenda has now been changed. The Bantamweight Scramble will now be in the colonnade room," a voice over the PA system would inform conventioneers. Steve Ballmer or Linus Torvalds--who wouldn't want to see them settle it the old fashioned way? The entire history of the tech industry, in fact, could have been vastly altered if the outcome of certain events or trends had changed. Below are a few examples of what might have been, had things been different. It's not exhaustive, and not definitive, so please send your own scenarios and criticisms for a follow-up.
What if Moore's Law had ended as expected? If he'd been right, the progress that consumers expect from tech products--more performance, more capabilities, lower costs--would have slowed to a crawl. Mobile phones would be the size of bricks and not contain cameras, while PC makers would be trying to craft the sub-$2,000 notebook. Google and Yahoo? They'd be Department of Defense projects. Worse, most of us in the tech industry would be probably working somewhere else because the replacement cycle, which fuels revenue and funds jobs, would be much longer. People don't buy new PCs because the old ones wear out, but because the new stuff is faster. "Silicon lasts too long. Everybody throws away perfectly good pieces of electronics gear to buy a newer version," wrote Dan Hutcheson of VLSI Research in a recent edition of his newsletter The Chip Insider. Hopefully, the anticipated replacements for silicon will arrive in time to keep the momentum going.
What if Apple Computer had licensed the Mac OS? Unfortunately, that's probably not how the script would have turned out. Apple had a wealth of competitive weapons, but it often lacked organisation and vision. (Athens faced the same problem in the Peloponnesian War.) The Mac maker passed on America Online, but later developed its eWorld online service, after all. And some Apple alumni went on to Live Picture, Be and Cidco--not really an honor roll of corporate acumen. Diplomacy has not always been a strong suit at Apple either. Computer dealers and software developers may not always love Microsoft, but many of them were put through pretty hard times by Apple (especially those dealers whom Apple eliminated from its education program). Licensing its operating system would have given Apple a moderate revenue cushion. This might have forestalled the crisis at the company in the mid-1990s, prevented the marriage of convenience with Next, the return of Steve Jobs, the first iMac and then the iPod. The powerful sense among Apple fans that the company had been cheated of its destiny would have attenuated.
What if IBM had not allowed Microsoft to license? More importantly, it led to the arrival of Asian contract manufacturers like Acer, which in turn led to the growth of the tech industry on the continent outside of Japan. That in turn contributed to the rise of companies in China and India, which in turn is leading toward borderless economics. In addition, if IBM hadn't acted, there would have been a lack of standardisation in PCs that could have led to the arrival of a plethora of incompatible consumer and corporate computing devices. So had IBM gone the other way, outsourcing wouldn't threaten your job as much as it does. But you'd also be reading this on a French Minitel.
What if Larry Ellison drove an RV? This has made Oracle a success, but paradoxically, has led to intense competition from companies--Salesforce.com, Siebel Systems and, formerly, PeopleSoft--run by disgruntled ex-employees. A little more "Kumbaya" to keep colleagues happy and Ellison might have been able to achieve his lifelong dream of being the richest man in the world. In a lot of ways, the history of the tech industry is the story of people who didn't like their job. Transistor pioneer William Shockley's somewhat abrasive manner is said to have driven the "Traitorous Eight" from Shockley Semiconductor to Fairchild Semiconductor. Management changes and not enough stock options then drove Fairchild employees to found National Semiconductor, Intel, Advanced Micro Devices and the venture firm now named Kleiner Perkins Caufield & Byers. Similarly, Richard Stallman left a promising career at Massachusetts Institute of Technology to finish the GNU project. Without it, the legal framework for Linux--along with the (sometimes strident) push for changes to intellectual property laws--might never have existed.
What if Digital had succeeded?
What if the mouse had not been invented?
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