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Microsoft Launches Advertising Campaign

Slowly, but surely, Microsoft Corp. is beginning to provide some insights into its future plans.

Nearly four months after introducing its .NET platform, Microsoft has launched a $200 million U.S. advertising campaign around the “Software for the Agile Business” tagline.

The main focus of the ad campaign will showcase Microsoft’s ability to meet the ever-changing requirements of enterprises.

In launching this new marketing effort, the Redmond-based giant is aligning itself to directly compete against the likes of Sun Microsystems Inc., Oracle Corp., and IBM Corp. in the increasingly competitive and lucrative enterprise software market.

Perhaps not surprisingly, the announcement also comes on the heels of Microsoft’s acquisition of Great Plains Software.

 “Once they acquired Great Plains, I though this was something they were going to do,” says Dan Kuznetsky, program vice president for systems software at IDC. “Before they didn’t have any high-end business applications. Now that they do, they’re going to go after the likes of Oracle and Sun to gain a piece of the business application market.”

Looking ahead, Kuznetsky believes this is just the beginning of things to come from Microsoft.

“They’re beginning to show how they’re going to roll out their .NET strategy,” says Kuznetsky.  “There are a lot of markets that Microsoft does not play in that they have their eye on and I wouldn’t be surprised if they made more acquisitions. The .NET umbrella is very large. They’re trying to spread the grand vision of Microsoft as a leading supplier across the enterprise, from middleware and operating systems to business applications.” – Jim Martin

About the Author

Scott Bekker is editor in chief of Redmond Channel Partner magazine.

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