Microsoft's Strategy for Small Businesses (B): Marketing MS Office Live
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG168
Case Length : 18 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Microsoft Corporation
Industry : Computers and Information Technology
Countries : Europe, USA
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Office Live case study
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Excerpts
Background Note
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Microsoft was founded by Bill Gates (Gates) and his friend Paul Allen in April,
1975 at Albuquerque, New Mexico. Over the years, the company has grown to become
a global computer technology corporation. It is based in Redmond, Washington,
USA and develops, manufactures, licenses, and supports a wide range of software
application products. As of 2006, it had a strong dominance in the desktop
computer operating system (OS) and work group server OS market. The company also
markets gaming consoles, mobile devices, and computer hardware. Microsoft's
annual revenues for the financial year ended July 2006 were US$44.28 billion
with a net income of US$12.59 billion (Refer to Exhibit I for Microsoft's logo
and pay-off line, and Exhibit II for its five-year financial summary)...
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The Big Battle for Small Businesses
As per Microsoft's definition, businesses with 25 or less PCs (or less than
50 employees) were small businesses. Businesses with 25 to 50 PCs (or 50 to
1,000) were considered as mid-sized businesses. Sometimes, experts put both
small and midsized business together as "small and midsized businesses" or SMBs because they had similar needs. The core business needs of SMBs were
how to manage cash flow, connect with new customers and increase sales to
existing customers...
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Office Live - Going Beta
In late 2004, Jeff Raikes president of Microsoft's Business Division
formed a team to start the development of software as a service in an
effort to deliver more value to the customer (especially, small
businesses) that were not very IT-savvy. Rajesh Jha (Jha) took over as
the leader of the team in January 2005. The team worked closely with the
Microsoft Office and Microsoft Windows Live groups to ensure that the
Office Live offering was consistent with the needs of the end-user. The
launch of the Office Live service was announced by Microsoft in November
2005 (Refer to Exhibit IV for Microsoft Office Live's logo)... |
Office Live Goes Live
On November 15, 2006, Microsoft launched Office Live. There were three levels to
the service: Office Live Basics (OLB), Office Live Essentials (OLE) and Office
Live Premium (OLP) (Refer to Table II for Office Live - a fact-sheet). The final
versions were enhanced after taking into account the feedback of the users who
had enrolled for the beta version...
Excerpts Contd...>>
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