Microsoft CEO Steve Ballmer had some provocative prophecies to share with the Cannes Lions International Advertising Festival in France, declaring that within 10 years all content will be online.
There won't be newspapers, magazines and TV programs. There won't be personal, social communications offline and separate.
But will there be Windows?
After all, the trend Ballmer spots in the media world is almost exactly the same thing that is roiling the software markets as software shifts to subscription-based cloud computing, a weak area for Microsoft but a strong one for Google.