Disruptive Leader of the Month: NComputing
For the month of October, I have decided to highlight a company as the Disruptive Leader of the Month. NComputing has been on my radar for awhile as one of the few for-profit startup companies that are targeting emerging markets and the digital divide, but I had not looked at them as a serious player due to their “thin computing” or “network computing” model.
If you recall, in 1995, Larry Ellison famously predicted the demise of the PC and introduced the Network Computer concept in which processor-less devices would hook up to servers to access applications and services.
This is like Kryptonite to Intel, which makes its money selling a chip in every computer. Intel dismissed it and marketed against it. As such, I had been effectively brainwashed over the years as a marketer who had to convince users that a “fat client” or “full functioning computer” is the only way to go.
I recently reconnected over coffee with a former colleague who had just joined NComputing’s board. My first question was: “But isn’t it the same as a thin computer? These have all failed, or barely made a dent anywhere.” His response was that what NComputing had gotten it right in three ways:
- The technology IP is primarily in the software, not the hardware, allowing decent margins in a computer business that is now highly commoditized and in which ahardware players barely eek out a margin.
- Their business model is about scaling through big and small channel partners, and in some cases, allowing the partners to put their own brand on the devices.
- They have a cost that is substantially lower than the cheapest PC (about $70 per seat/user depending on the size of the deal, which doesn’t even take into account the power savings—at <1 watt per user, it blows away the average for a PC at ~110 watts).

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