SugarCRM, for example, will offer a version of its CRM package on Windows via Microsoft's Shared Source license, which allows some access to source code.

Microsoft, however, is conscious that new business models in computing may not generate as much as older models, Hilf said. Product differentiation still is key and making money matters, he said.

"I don't believe selling tech support phone calls is a model [that is] sustainable," said Hilf. "You must differentiate in your product to sustain growth."