Microsoft seems to be in a very dangerous position here. They are running the risk of putting all of their eggs into the consumer basket and they really don't have any experience depending on them as their primary customer.
Source: The Wall Street Journal - Morning CIO EMail
Good morning. Microsoft's pricing schemes could be the last straw for many CIOs. The newest twist to the company’s convoluted licensing plans means customers will pay more when users access software from several devices, such as desktops at work and tablets from home. The pricing changes are tantamount to "water torture," Forrester Research analyst Mark Bartrick tells CIO Journal.
But even most prisoners of war eventually get released. “We’re not going to be doing that in 2016,” said Stephen Fraser, CIO of Danish conglomerate Moller Maersk, which at around $55.7 billion in annual revenues and 108,000 employees, is one of the largest companies in the world and exactly the kind of company Microsoft can’t afford to lose. It’s also the kind of company other customers look to as an example. Fraser told CIO Journal that attempts by software vendors to trap customers with enterprise license agreements is part of what’s driving him and other CIOs to consider alternatives to the likes of Microsoft, including cloud computing and open source applications. “What do you need Microsoft for?” he said.
The crux of the problem is Microsoft is moving from charging companies per device for their licenses and are moving to charging them per user. Meaning they will have to pay more for devices shared by many employees and can end up paying multiple times for the same license (such as paying for Windows Phone in the phone purchase then again when an employee uses it). Microsoft seems to be trying to "tax" companies on all of their employees no matter how casual their computer use.