Google chase could trip up Microsoft

Microsoft has talked about accelerating its business by offering services, but some analysts worry its race to compete with Google and others could leave Microsoft's very profitable business model in the dust.

Tuesday morning, Microsoft Chairman Bill Gates and services chief Ray Ozzie are expected to outline the company's new push to offer myriad online services on top of its existing software lineup.

Analysts say the move is probably necessary to help the company compete with rivals that threaten to offer online equivalents to some of Microsoft's cash cows, like Office. However, depending on how far Microsoft takes the strategy, it could also put the company in competition with its existing--and already lucrative--way of doing business.

"It's not so much about how you're going to beat Google," said Gartner research fellow Tom Bittman. "It's more about how you are going to beat the Google model. Microsoft is going to be forced to compete with Google, forced to compete with its own business model."

Bittman and others fear that any online offerings from Microsoft could potentially cannibalize sales of the company's shrink-wrapped software, like Windows and Office, which make up the bulk of the company's profits.

Historically, most of Microsoft's services have come from its MSN unit, which has been largely consumer-focused. But Microsoft sees a clear opportunity to offer online tools to businesses as well.

"For enterprises, I think we've just barely scratched the surface about which systems can...be brought into the cloud in some way, shape or form," Ozzie said at a technology conference last week.

Ozzie was put in charge of Microsoft's services push as part of a major reorganization of the company that took place in September.

In a September interview, Gates suggested that while many companies may continue to buy server-based software, some of those same software capabilities could also be delivered through services. Gates pointed to some of the early work the company has done with hosted versions of its Exchange e-mail software and its SharePoint portal software.

But, he said, most of the services that Microsoft has offered on its own have been rather basic--and often free--products.

"Our services have started out as very inexpensive but not feature-rich," Gates said. "Our servers are very feature-rich. So as we bring these things together, we give you the richness and also the choice of having it as server or as a service."

While Bittman believes Microsoft needs to do this, he questions whether the software maker can profitably make the switch.

"Can high-volume, high-margin software compete against high-volume, low-margin advertising?" he said. "It's the clash of two models."

But Microsoft sees services as a way to address two key challenges: One is to compete with Google and other online rivals like Salesforce.com. But the other, also important role that online services can play, is to offer a means of updating software more quickly than Microsoft can do with its traditional packaged software.

"We need to have service offerings associated with each of our products that allow us to feed innovations that are appropriate to the market on, let's just call it a six-, probably