> Without a clear growth driver, Microsoft went on the defensive against the rest of FAMGA in the late 2000s: Bing, Skype, Surface, and Windows Phone were react

> Without a clear growth driver, Microsoft went on the defensive against the rest of FAMGA in the late 2000s: Bing, Skype, Surface, and Windows Phone were reactive moves. Eh, Surface shouldn't be in this list, its from the 2010-2020 decade: > Microsoft first announced Surface at an event on June 18, 2012, presented by former CEO Steve Ballmer in Milk Studios Los Angeles. Surface was the first major initiative by Microsoft to integrate its Windows operating system with its own hardware, and is the first PC designed and distributed solely by Microsoft. [1] Zune, however, belongs to this list. Along with a plethora of other products. They were each ways (or 'hobby projects') to move profits from Windows/Office in different markets. Many of these failed, or had only marginal success at best. Windows Phone is just the (failed) successor of Windows Mobile. It was an attempt to develop a capacitive touch-based OS and range of devices (Lumia) but it flopped because of two dominant market players with no market share gained. [1] https://en.wikipedia.org/wiki/Microsoft_Surface https://en.wikipedia.org/wiki/Microsoft_Surface