1) The document discusses the major technology wars between companies in various sectors such as databases, servers, networks, storage, and PCs from the 1990s to 2010s. 2) It analyzes how Microsoft came to dominate the operating system and office software markets in the late 1990s with Windows and Office achieving over 80% market share each. 3) The document also covers Apple's resurgence in the 2000s with products like the iMac and iPod and the launch of Windows XP which helped Microsoft maintain its dominance.

1. Ntreev
Game
Conference

3. IT Warfare
Since 1997
Ntreev
Game
Conference

4. !Chapter!1.!게임의!룰
Osmos

10. !Chapter!2.!두!개의!전장
Enterprise
& Consumer

12. Enterprise

13. Enterprise Consumer

14. Enterprise Consumer

15. Enterprise Consumer
고객의$차이
기업(법인) 개인

16. Enterprise Consumer
Storage
Server PC
DB Back-End
Network Front-End
Office S/W
PC OS

17. Enterprise Consumer
변화의$속도
느리다 빠르다

18. Enterprise Consumer

19. Music
Phone
Enterprise Consumer
Book
TV
Movie

20. Enterprise Consumer

21. Apple Data Center
North Carolina
-"10억달러의"설비투자
-"HP"Server
-"MS"Azure,"Amazone"AWS

22. Enterprise Consumer
3rd Suplier

24. Enterprise

25. Enterprise War
!Chapter!3.!다섯!전쟁의!승리자들

26. 1. Database WAR
완벽한!승리자

27. ~1993
트로이카%시대
Mainframe
Market
UNIX &
Windows
Market
DB2
Informix

28. 1993~1994
치열한%전투
메인프레임 소송
쇠퇴
Informix
매각

29. 1994~2000
재편성
Informix

30. 2000~2011
독점적%지위

31. 2000~2011
독점적%지위
MySQL

32. 2000~2011
독점적%지위

33. Database%전쟁요약
✓"600억달러"시장
✓"독점적"지위"확립
✓"시장점유율"50%"육박
✓"매출"356억"달러
✓"NC반란"(1996)"실패
✓"ERP전쟁"(vs"SAP)
✓"서버전쟁"(Sun"인수)

34. 2. Server WAR
2강!1약으로!압축된!각축전!

35. 2002년말%상황
430억달러"규모,"2001년"500억달러에서"8%감소"
31.1% 25.2%
15.1%
7.5%

36. 2010년말%상황
488억달러"규모,"진입장벽"높음
31.4% 30.8%
14.7%
6.3% 4.4%

37. Server%전쟁요약
✓"10년전"시장규모"유지
✓"SUN,"Compaq의"퇴출
✓"IBM-HP"양강체제"10년
✓"Dell의"꾸준한"성장
✓"Cloud가"관건

38. 3. Network WAR
연전연승의!무결점타자

39. Router Hub
LAN!Card

43. 70 %!market!share
IP Router
Telephony Switch
F5
Brocade
Citrix

44. Network%전쟁요약
✓"수많은"경쟁자,"일방적게임"
✓"압도적"점유율"70%
✓"600억달러의"시장
✓"서버시장"노크중

45. 4. Storage WAR
거인들!사이에서!살아남다

46. Storage%전쟁요약
2010 Market
Revenue Share
1 EMC 5,441 25.6% ✓"꾸준히"시장을"지배
2 IBM 2,922 13.8% ✓"212억달러의"규모
3 NetApp 2,352 11.1% ✓"2위와"두배격차
4 HP 2,352 11.1% ✓"많은"경쟁자
5 Dell 1,926 9.1% ✓"서버"거인들의"참여
Others 6,229 29.3%
21,222

47. 5. PC WAR
기나!긴!전쟁,!상처뿐인!영광

48. 1996 70.9million
10%
8.6%
6.0%
5.9%
5.1%

49. 1997 80.6million
13.1%
8.6%
5.5%
5.3%
5.1%

50. 1998 92.9million
13.8%
8.2%
7.9%
5.8%
4.3%

51. 1999 113.5million
13.2%
9.8%
7.9%
6.4%
5.2%

52. 2000 134.7million
12.8%
10.8%
7.6%
6.8%
4.3%

53. 2001 128.1million
13.1%
11.1%
7.2%
6.4%
3.8%

54. 2002 132.4million
16.2%
15.2%
6.0%
3.4%
3.2%

55. 2003 168.9million
15.0%
14.3%
5.1%
3.8%
2.9%

56. 2004 189.0million
16.4%
14.6%
5.5%
3.8%
3.4%

57. 2005 218.5million
16.8%
14.5%
6.9%
4.6%
3.8%

58. 2006 239.4million
15.9%
15.9%
7.0%
5.8%
3.8%

59. 2007 271.2million
18.2%
14.3%
8.9%
7.4%
4.0%

60. 2008 302.2million
18.4%
14.3%
11.1%
7.2%
4.5%

61. 2009 305.9million
19.3%
13.0%
12.2%
8.1%
5.1%

62. 2010 325million
17.9%
12.9%
12.0%
9.7%
5.4%

63. PC%전쟁의%중요변수
HP의$PC사업부$분사
iPad의$급속한$PC$시장잠식
Post$PC$Issue

64. 시장규모%비교 (2010년기준)
PC Network DB Server Storage
$1,400억 $600 $600 $400 $212

65. PC%전쟁요약
✓"96년부터"4배성장
✓"1400억"달러"규모
✓"가장"많은"경쟁자포진
✓"거인들의"이탈
✓"Post"PC"이슈

66. $1,260 $999 $699 $652 $615 $432
$356
$292
$170

67. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

68. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

69. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

70. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

71. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

72. $1,260 $999
$432
$356 $170
$1,400억 $600 $600 $400 $212
PC Network DB Server Storage

73. Enterprise War
Hardware
Service
Software

74. Consume
Enterprise War War

75. Consume
Enterprise War War

76. Consume
Enterprise War War

77. !Chapter!4.!제국의!형성

78. 1984 ~1997
확실한%두개의%무기
Windows
MS Office

79. OS%전쟁%:
일방적%학살
Win%NT
9.2%
압도적점유율
89
MS-DOS
10.1%
Win95
% 69.7%
(1997년%기준)

80. Word%전쟁%:%비열한전투
(%) Win 3.0 Win 95
100
75
50
25
0
1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997
WordPerfect Word for DOS Word for Win WP for Win

81. Excel%전쟁%:%비열한전투%2
Win 3.0 Win 95
80
60
40
20
0
1988 1989 1990 1991 1992 1993 1994 1995 1996 1997
Lotus 1-2-3 Quattro Excel

82. Market Share
Windows
89%
Office
94%

83. 1997 1,000
800
600
400
$119 200

84. 1997 1,000
800
others 600
9% 400
$119 Windows 200
42%
49%
Office

85. 새로운%컴퓨팅%이데올로기
Server% Client
Based!Computing Server%

86. Server%
Based!Computing
App!:!O
Data!:!O
Server$ Client$

87. Client/Server%
App!:!O
Data!:!O
Data!:!O
Client$ Server$

88. 남은숙제와%새로운전쟁
✓$Windows/Office$주도권
✓$반독점소송
✓$브라우저$전쟁$vs$Netscape
✓$새로운$수익원$:$서버부문
✓$네트워크$컴퓨팅$진압$

89. 이$즈음$재등장한$인물이$있었으니...$

90. Steve Jobs

91. 총체적%난국
뉴튼의"실패,"라이센싱"정책
Win
VS

95. !Chapter!5.!권토중래

96. 1998
iMac으로%기적적%생환

97. (단위:억달러)
Software
$71 20%
Portable Desktop
17% 64%
1997
9%
42%
49% Windows
$119 Office

98. (단위:억달러)
Software
$71 $59 18%
Portable Desktop
15%
66%
1997 1998
11%
40%
48% Windows
$119 $153 Office

99. (단위:억달러)
Software
$71 $59 $61 17%
Portable
14% Desktop
69%
1997 1998 1999
9%
45%
46% Windows
$119 $153 $197 Office

100. Software
14%
$71 $59 $61 $79 Portable
Desktop
22%
64%
1997 1998 1999 2000 (단위:억달러)
Server 7% Windows
18% 33%
$119 $153 $197
$229 41%
Office

102. 2001
iMac%제외하곤%신통찮은%성적

103. Software
18%
$71 $59 $61 $79 $53 Desktop
52%
30%
Portable
1997 1998 1999 2000 2001 (단위:억달러)
Server 8% Windows
20% 33%
$119 $153 $197
$229 $252 39%
Office

104. 2001
중대한%전환점

105. 2001 두$대의$전함을$더$띄우다
Windows
Office

106. 2001 두$대의$전함을$더$띄우다
Windows DNA
Server Windows 2000
Windows SQL Server
Exchange Server
Visual Studio
Office
X-Box

107. Browser$전쟁$승리
85%%점유율
Windows$XP
역대%최고%버전

108. iPod 2001
iTunes
Mac$OS$X
‘Cheetah’

109. Software
18%
$71 $59 $61 $79 $53 Desktop
52%
30%
Portable
1997 1998 1999 2000 2001 (단위:억달러)
Server 8% Windows
20% 33%
$119 $153 $197
$229 $252 39%
Office

110. Software
18%
$79 $53 Desktop
52%
30%
Portable
000 2001 (단위:억달러)
Server 8% Windows
20% 33%
$229 $252 39%
Office

111. $79 $53
000 2001 (단위:억달러)
$229 $252

112. iPod
21%
$79 $53 $57 Desktop
49%
30%
Portable
000 2001 2002 (단위:억달러)
X-Box
13% Windows
Server
34%
19%
$229 $252 $283 34%
Office

113. Consumer Market
주변기기
PC War
Software

114. Consumer Market
주변기기
PC War
Software
MP3 Player
의외의%행보 (Audio)

115. 그러나%완벽히%맞아%떨어진%작전

116. 2002 :%57억불
iPod
21%
.Mac 49%
MobileMe의$전신 30% Desktop
Portable

117. 2003 :%62억불
Music Hardware
1%
Music$Store iPod 11%
6%
S/W 10% 39%
Safari Desktop
33%
iLife Portable

118. 반격의%움직임...

119. 2004 :%82억불
Hardware
Music 3%
11%
29%
iPod 16% Desktop
10% 31%
S/W Portable

120. H10

121. iPod%nano

122. 2005 :%139억불
Hardware
Music 8%
6% Desktop
iPod%nano 25%
iPod
33%
20%
Portable
8%
S/W

123. 2005 :%139억불
Hardware
Music 8%
6% Desktop
iWorks 25%
iPod
33%
20%
Portable
8%
S/W

124. 2006 :%193억불
Hardware
Intel$Mac 6%
Music Desktop
Macbook 10%
17%
iPod
21%
Portable
40%
7%
S/W

125. Zune
Windows
mobile

126. 2007
iPhone
iPod touch

127. 2007
IT역사의%큰%획을%그은%해

128. Portable AppleTV
iPhone
Pro App iWork
Safari
iLife
Desktop
Mac App Store App Store iPad
iPod
iOS
Calendar Mac OS
Movie
GameCenter Mail
Drama
Book Music Podcast
Cloud Photo
Contacts

129. Software Hardware
OS
Service Contents

130. Software Hardware
OS
Service Contents

131. 애플%생태계
Software
OS
Service 개발자
Contents Hardware
사용자
공급자

132. 이데올로기
Client Server
App Data Data
App Data
WEB

133. 이데올로기,%생태계%
전쟁으로%몰고감

134. 2007 :%240억불
Hardware
Music 5%
iPhone 10% Desktop
1% 17%
iPod 26%
35% Portable
6%
S/W

135. 2008 :%374억불
Hardware
Music 5% Desktop
9% 15%
iPhone
18%
23%
Portable
iPod
24%
6%
S/W

136. 2009 :%429억불
Hardware
Music 3% Desktop
9% 10%
iPhone 22%
Portable
30%
6%
19% S/W
iPod
S/W

137. 2010 :%652억불
Hardware
Music 8% Desktop
iPad 3% 10%
8% Portable
17%
4%
iPhone S/W
39% 13%
iPod
S/W

138. 2011 :%1,003억불
Desktop
17% 6% Portable
Hardware iPad
13%
2%
Music 6% S/W 3%
8%
iPod
iPhone
45%
S/W

139. !Chapter!6.!거대한!계획

140. 태생적으로%%WEB%원리주의자

141. 1998

142. 1998 2002

143. 1998 2002
매출"4억$
"57억$
"283억$

144. 1998

145. 1998 2003
Ad"Sense
수익모델"확보

146. 주식공모
천문학적인"
자금조달
1998 2003
2004
Ad"Sense
수익모델"확보

147. picasa
bloger
1998
2004

148. picasa
bloger
1998 2005
2004
Maps

149. Gmail
Calendar
picasa
Youtube
bloger
1998 2005
2004 2006
Maps

150. Gmail
Calendar
picasa
Youtube
bloger
1998 2005 2007
2004 2006
Maps Docs
doubleclick

151. 1998 2007 2009
2008

155. 이데올로기
Client Server
App Data Data
App Data
WEB

156. 그러나$안드로이드,
애플의$모델을$따라가다$

157. 이데올로기%혼란
Client Server
App Data Data
App Data

158. ~2003

159. ~2007

160. ~2009

161. ~2011

164. $Chapter$7.$최후의$승리자는?

165. 1997$~$2010
•엔터프라이즈$시장에$깊은$뿌리
•제품$다양성$확보$2➔4개$부문
•5배$성장$(119억$$➔$624억$)
•Music,$Mobile$실패로$밀리는$양상
•노림수$:$Windows$8

166. 1997$~$2010
•생태계의$띠$완성단계$:$시너지
•주체$못할$성장$(70억$$➔$652억$)
•iCloud$성공여부가$변수
•추가$노림수$:$$Apple$TV

167. 1997$~$2010
•막강한$컨텐츠와$서비스$역량
•All$Cloud$완성시$All$Kill까지$가능
•수익모델$확보$(0$$➔$293억$)
•떠나는$연합군$:$Motolora$인수여파
•Adroid,$Chrome$OS$연계$?

168. 경쟁의%자격
OS H/W App 서비스 컨텐츠

169. 경쟁의%자격
OS H/W App 서비스 컨텐츠

170. 경쟁의%자격
OS H/W App 서비스 컨텐츠

171. 경쟁의%자격
OS H/W App 서비스 컨텐츠

172. 경쟁의%자격
OS H/W App 서비스 컨텐츠

173. 경쟁의%자격
OS H/W App 서비스 컨텐츠

174. •확실한$컨텐츠
•저가형$타블렛$or$킨들
•Cloud$Service$Platform

175. 그럼%나머지%회사들은?

177. 전쟁의%양상
Client$Based Server$Based
제2전역 제1전역

178. 제%1%전역
$Client$와$Server$양$진영의$
이데올로기$전쟁
구글$입장에서$
바라본$승리의$요건

179. 목표$:$값싸게$대량보급$하여$
구글을$쉽게$이용하게$하는$것

180. 대량보급의$전제조건
Cloud+WEB%App
저사양,$최소한의$스토리지
최소$App과$Chrome$탑재

181. 그러기$위해선...
무제한$데이타$요금제

182. 무료$Wi-Fi$구축에$지대한$관심

183. 쉽.지.않.은.문.제

184. 유저경험의%부조화
Desktop: Mobile:
WEB$Base App$Base
Chroms OS Adroid

185. HP로부터의%교훈
안드로이드$너무$비싸 TouchPad
$99

186. WEB%App의%완성도
아직$갈길이$남았다
Office$대항마
touch$I/F$고려
차세대$WEB기술

187. 모토롤라%인수여파
우군이$떠나고$있다
대량보급이$필요한$시점,
우군$상실은$뼈아픔

188. 종합평가
본격"전쟁에"나서기"약간"이른"느낌
B- •높은$안드로이드$가격
•유저경험$부조화
•App$완성도
•모토롤라$인수여파

190. 전쟁의%양상
Client$Based Server$Based
제2전역 제1전역

191. 또%다른%경쟁
Client$Based

192. 애플의%MS공략법
Core에%대한%공세
Office$+$Windows
Microsoft의$근본을$흔드는$것$

193. 왜%MS에%밀렸었나%?
“소프트웨어가$없어”
“호환성이$문제야”

194. 지금은%상황이%다름
이제$앱은$애플의$최대강점
호환성$문제,$거의$사라짐

195. 애플의%최대숙제
App$Store의$앱과$개발자들을
Mac$OS내로$끌어들이는$것

196. Keynote$:
iPhone,"iPad,"Mac""
기기에"특화된"버전으로"상호작용

197. 애플의%소프트웨어%라인업
iLife
iWorks

198. iPad%+%iWorks
iPad$:$PC$성장세에$영향
iPad iWork$:$Office에$필적
Numbers의"성장이"필수

199. 종합평가
3사중"가장"유리한"위치
A
•풍부한$App
•App의$Mac$OS$유입
•iWorks

200. 또%다른%경쟁
Client$Based

201. 두%가지%고민
✓%Apple%보다%앞서%OS통합
✓%Hardware를%가져야%하나?

202. Windows%8

203. ✓$Hardware를$가져야$하나?
인수합병시$구글처럼
우군이탈$가능성

204. 종합평가
사용할"수"있는"카드가"많지"않음
B
•풍부한$App
•App의$Mac$OS$유입
•iWorks

205. 최종%승리의%가능성
A B B-

206. 만약%패배한다면
iOS가"밀린다면"1997년"
최초"시작모드로"돌아갈"것
Windows+Office"결계가"
깨진다해도"오래"버틸듯
검색과"온라인"서비스"부문
만으로"물러나"앉을"것

207. 소비자가%바라는%것
‘3자%균형’
✓"경쟁이"발전을"촉발
✓"취향에"따라"다양한"선택"
Win"8로"개성을" Pure"SVC의"모습
잡스나"건강하길
유지하며"버텨줄것 으로"돌아가길

208. IT Warfare
의"IT삼국지
www.demitrio.com