From my perpective, Microsoft established and maintained a market-leading position in the software industry with the Win32 platform by making far more money for others than it made for itself.
This is only sensible - Intel did the same thing and are arguably, besides Cisco, the only other truly successful platform company (read Annabelle Gawer's Platform Leadership for a well-researched and written discussion of this). Slywotzky's discussions of value networks are another way to look at the phenomenon - by adding layers of businesses that generate profit from your product, you earn a higher level of stability in your market.
We need to do the same thing again with software as a service - whatever set of strategies we develop need to focus on one thing at the core - make large amounts of money for the innovators who build new services & applications, for the channel that will make these available & relevant to the customers, and to the infrastructure players who will make it all actually work. In a digital, low-friction marketplace of composable services the only way to succeed is by seizing the moral high ground - making a system that works for everyone else first.