Even if you're not a tech nerd like me, you probably recognize names like Bill Gates, Steve Jobs, and Steve Wozniak as founders of Microsoft and Apple. But how about Rod Canion, Jim Harris, or Bill Murto? Those names ring any bells? Me neither despite being a older Gen Xer nerd who remembers the wild early days of computers in the late-70s/early-80s and whose first computer bought in 1997 was made by the company they founded: Compaq. And I had no idea how revolutionary Compaq was until watching Silicon Cowboys, a fascinating documentary about the early years of the firm.
Founded in late-1981 by the trio, all Texas Instruments employees in Houston who wanted to do something on their own, their Big Idea was to make a portable ("luggable" was the term for this 27 lb box) computer that would have the display and disc drives in a housing with a removable keyboard that would be fully compatible with software written for the IBM PC. IBM was the 800 megaton gorilla (to mix metaphors) in the market owing to their long history in mainframe computers. The idea that some guys from Texas could challenge Big Blue was like if someone decided to form a startup to challenge Google now.
The key to compatibility was the microcode in the BIOS (basic input/output system) embedded in chips in the PC. While everything that comprised IBM's PCs was off the shelf parts anyone could buy, to run the software required this code and that was copyrighted. IBM was able to shut down "PC clone" makers for infringing on their code.
So Compaq would need to write a BIOS by trial and error without referencing IBMs code. When the head engineer bought and IBM tech manual and found out all the calls were documented, he was off the project because he'd seen the code. Anyone who got these manuals had to have those pages removed and destroyed before they could have them. They just ran software until it failed then figured out why it failed until they had their own compatible BIOS that had no IBM code on it. They couldn't be shut down.
The Compaq portable was a smashing success and the company took off like a rocket becoming the fastest to enter the Fortune 500 and to reach one billion dollars in sales. IBM remained cocky and arrogant and Compaq ate their lunch, reaping massive sales and market share. Finally the Empire struck back, threatening them with patent infringement suits unless they paid up. While the critical microcode wasn't at issue, IBM had skads of patents on everything and to fight the cases to prove unique development would've been too costly, so Compaq paid the greenmail.
Then IBM tried to wipe out the clone market with their PS/2 series which implemented a new architecture called Micro Channel which added some sorely needed features, but would also require everyone to buy only Micro Channel compatible peripherals. Considering some firms had massive investments in PCs and supporting equipment, this was too big an ask. Then Compaq led a consortium of other clone-makers to announce an standard called EISA which added the advances of Micro Channel while maintaining the compatibility with existing peripherals. IBM was trapped by their greed and need for control.
But it wasn't all smooth sailing for Compaq as eventually hungry upstarts like Dell (founded by Michael Dell in his UT-Austin dorm room in 1984) pressuring them on price which led to the their first quarterly loss ever, layoffs, and the dismissal of their co-founder/CEO Canion less than a decade after launching this rocket. (Some gratitude, huh?)
20 years after its founding, Compaq merged with HP to form the largest PC company in the world, but the documentary downplays how it was generally considered to be a bad deal for both sides, leading to turmoil in stock prices, layoffs, and general drama. The Compaq name pretty much is extinct by now. As for IBM, they exited the PC market a few years later, selling the operation to Lenovo.
At a tight 77-minutes long, Silicon Cowboys is a very illuminating look at what is a semi-forgotten, yet seminal period in the computer revolution. When I spotted it perusing the virtual shelves of Prime Video, I thought it sounded like the first season of the AMC series Halt and Catch Fire and I was correct as the shows co-creator, Christopher Cantwell, appears and clips of the show are used to illustrate events in the development of the first Compaq. (It was a good show, but sadly got pulled off Netflix and put behind the AMC+ paywall.)
Director Jason Cohen makes it easy to follow which of the old white guys telling the story we're watching by flashing their names & old ID photos on screen even after they've been on several times and spices things up with tons of archive footage including the cringiest "rap" video promo called "PacRap" that's even more horrible than you can imagine. Since all the key players were still alive to participate for this 2016 doc along with journalists, historians, and IBM execs to present their perspective, we're given a pretty balanced narrative that doesn't whitewash too much that I could tell.
While this may be a bit dry for non-nerds, anyone interested in the history of the tech we take for granted and how Compaq proved that portability would be the killer app should give Silicon Cowboys a watch.
Score: 7/10. Catch it on Amazon Prime.