Inside Microsoft?s New Azure Accelerator ? Will Redmond Get The Startup Mojo?

Back in March this year Microsoft launched its first ever "direct" startup accelerator, based out of Tel Aviv, Israel. That meant it would, for the first time, be an accelerator owner/operator. Dubbed the Windows Azure Accelerator (WAA) it looked, at least on first inspection, to be designed to push its Azure cloud computing platform. Perhaps this was some paper-thin marketing initiative? "Look everyone, startups are choosing to use Azure!" seemed to be the initial message. Indeed, the move led to some confusion in the market. Microsoft already works with TechStars and all members of its Global Accelerator Network. It also has an ongoing BizSpark marketing programme to push Microsoft products, and numerous R&D centres around the globe. What on earth was going on? Was this going to be some sort of prison for startups, where they would be force-fed gruel and lashed like galley slaves if they didn't use Azure? It turns out, no, there's more to it than that. But there is a back story to this move and a strong hint that this single move may, in the not too distant future, lead Microsoft back to its roots and re-inject that essential startup DNA back into the corporate giant.

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