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Microsoft Is Its Own Greatest Obstacle

Stocks in this article: MSFT GOOG

In games, Microsoft is seeing a move away from consoles toward mobile and social gaming. How about getting your hottest XBox games onto your Windows 8 tablets? How about combining Kinect and mobility in some way?

Microsoft is doing a lot of work aimed at bringing more kids to computer science, and bringing more foreign programmers to the U.S. But many of its moves look late and half-hearted.

Mashable says Microsoft is going back into the news business. Has it heard of the Huffington Post and The Daily Beast? Does it have a take on the news, or is it going to be like CNN? Because that's not working.

Want my thought? Open some foreign "news" bureaus, collecting stories that no one else is bringing to America, and bring them here. Translate them. Build community around them. Build a global community and make stars of news people we've never heard of.

Back in February we got a flurry of news stories, like this one in Business Insider , labeling Tim Cook look-alike Steve Sinofsky, 47, as Ballmer's heir apparent. Changing the game means promoting the man to CEO, the sooner the better.

It used to be, a few years ago, that Microsoft dwarfed other tech giants in market cap. Today Google (GOOG) is worth more than Microsoft.

Let me summarize, in case the folks in Redmond haven't heard me yet. Change the game or you're going to lose it.

At the time of publication, the author had a position in MSFT..

This article is commentary by an independent contributor, separate from TheStreet's regular news coverage.

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