Ballmer did a great job riding Gates model of software pricing and change control for enterprises, but both of them underestimated the impact of consumer market as hardware costs dropped, and free software got better and better. Finally, Google dropped the hammer (Android for Mobile, and Chrome for PC, and next will be ChromeOS for everything perhaps. ) But Google tends to confuse some consumers with rate of change.
But so did Microsoft with Windows changes, just less often.
Note: Google backend servers were down for 2 minutes last week roughly, and the total internet traffic dropped 40% we have heard during that 2 minutes. Amazon back end was down 20 minutes with minor impact. Nasdaq was down for many hours with no impact on consumers....only on day traders.
Motorola, like Microsoft, had an "industrial" business model that worked great, until they tried to get into consumer marketplace with cell phones (black only for too long). But their cellular infrastructure business did much better.
Consumer is fickle, and consumers do not buy multi-year service agreements like enterprise IT people. They can move from Blackberry to Apple to Android as often as they want, and are more interested in movies and communications than PowerPoint. The world wide web (not the internet) was what changed the world, and agile IT and product design rule now in consumer market. Adjust quickly or get out of the way.
But Microsoft has tons of cash, just like Apple, but MS rules the old lazy IT departments just as IBM did for years, and then DEC and then MS. Hardware is a very tough business in consumer market. 10x pricing reduction with 1000x+ capability improvement in PC's in past 10 years. Batch electronics (IC's) made that possible, and batch display making at Samsung has driven display cost down but not as fast.
Industrial, Military and Medical Device markets can take advantage of hardware cost reductions from consumer market adventures like flat screens, touch screens, and better processors and memory devices. And given slower growth there, they can avoid huge marketing costs, and just build long-lived businesses where customers change infrequently in their needs. Just stay out of the tempting consumer market, or do it as separate corporation.