When working for one of my former employers, one of the core catchphrases we would hear over and over again would be:
Build new business, Protect existing revenue
It’s a simple mantra, fairly straightforward and generally good advice.
The issue arises when these two aims are diametricly opposed. Take Microsoft for example. They risk taking business away from their existing “offline” products such as Office, Windows and Visual Studio with cloud-based alternatives. The decision they have to make is clear, but implementation is painful.
For a company like Google, the process is far simpler – they have no existing profit streams to subtract from by introducing Google Docs, Chrome OS etc. Perhaps this is why Google appear to have a far brighter future than Microsoft for the time being.