The Rise Of Microsoft Marketing Essay


A web exists when a merchandise ‘s value to the user increases as the figure of people utilizing the merchandise grows. Not merely does each new user of the merchandise derive private benefits but besides confers external benefits ( outwardnesss ) on the bing users of the system ( Page and Lopatka, 1999 ) . Besides, in the instance of web environment with multiple rivals, being the first to set up a criterion, safeguards the officeholder from future competition, since new users tend to tip towards the merchandise with the larger installed base. This tends to be true even if the bing criterion may be technologically inferior. Therefore, endurance and success of houses within a web environment is closely linked to their ability of set uping a big user base for their merchandises or in converting users about the expected hereafter base for the same. Firms might either vie to go the de-facto criterion or do their merchandises compatible with the incumbent criterion.

In this essay we focus on the instance of Microsoft Corporation, which in 2011 controlled 92.2 per cent of the runing systems market portion. The company ‘s growing has been exponential and in a span of over 20 old ages since 1975, it has risen to go a market leader in runing systems and a family name. We use the construct of web outwardnesss to analyse and understand the factors behind this meteorologic rise, how Microsoft ‘s flagship merchandises such as the Windows OS and the Office suite have gone on to stay undisputed over the last 2 decennaries and how the company has successfully retained its figure one market place.

Section A of this essay introduces the construct of web effects in more item, and explains how user outlooks about the future size of a web can ensue in the success or failure of an introduced merchandise, how such outlooks lead to the creative activity of multiple equilibria within the system and how beyond a certain critical point in the gross revenues of the merchandise, the merchandise becomes self sustaining and a dominant market force.

Section B applies the theoretical model to the instance of Microsoft and its go oning market laterality and Section C conceptualises a figure of concern scheme lessons from the instance. Section D concludes this essay with the cardinal findings.

Section A

Introduction to the theory of web industries

The economic theory of web outwardnesss arose chiefly from the work of Theodore Vail and was further developed in the work of Michael L. Katz, Carl Shapiro, Joseph Farrell and Garth Saloner. It is based on the premiss that the act of fall ining a web confers a benefit on all other participants in the web. The nature of these benefits is termed as web outwardnesss or web effects. Network outwardnesss may be either direct or indirect:

Direct web outwardnesss refer to the addition in the value of a merchandise due to a turning figure of users following the merchandise ( Farrell and Saloner 1985 ; Katz and Shapiro 1985, 1986 ; Sheremata 1997 ; Shurmer 1993 ) . My purchase of a facsimile machine, for illustration, straight benefits bing facsimile machine proprietors, who now have an extra individual with whom they may pass on.

In contrast, indirect web outwardnesss are derived from characteristics extrinsic to the merchandise, which addition with the figure of adoptive parents and which add value to the merchandise ( Kahan and Klausner 1997 ; Sheremata 1997 ; Shurmer 1993 ) . For illustration, as the figure of user of VHS picture recording equipments increased, so did the supply of pre – recorded cassettes.

Direct and indirect web effects affect each other and bring forth a self-reinforcing character

( Hill, 1997 ) -a positive feedback consequence, as shown in Figure 1.

Figure 1 Positive Feedback of Network Effects in the Personal computer Industry

Macintosh HD: Users: dianaraicu: Desktop: figure 1.pdf

Beginning: Adapted from Hill ( 1997 )

Consumer Expectations and Multiple-Equilibrium

Whether the outwardnesss are direct or indirect, consumer outlooks play a polar function in finding the size of this physical web. Harmonizing to Katz and Shapiro ( 1994 ) , if all consumers expect no 1 else to buy a merchandise, so the size of the web would be zero ( lower demand equilibrium for the merchandise ) , even though all the consumers would profit by fall ining the web. On the other manus, if the consumers expect everyone else to buy so the size of the web would be big ( higher demand equilibrium ) . These distinguishable outlooks hence, lead to the creative activity of a province of multiple-equilibrium in the system.

See for illustration the market for facsimile machines where each individual I, has an intrinsic involvement in the facsimile machine, which is represented by Wisconsin. Furthermore, we assume that Wisconsin is uniformly distributed between 0 and 100. Let f stand for the expected fraction of users utilizing the facsimile machine and p represent the monetary value of each machine, where directing a facsimile is free. Then, the demand by consumer I, for the facsimile machine would be given by,

chi = 0, if p & gt ; f * Wisconsin

chi = 1, if p & lt ; = f * Wisconsin

i.e. if f = 0, so the demand chi will besides be zero.

The demand map therefore shows that, a consumer with a rating of Wisconsin for a merchandise is more willing to pay for the merchandise as the figure of expected users for the merchandise additions. i.e. in an environment with web effects, the consumer takes into history both his ain reserve monetary value and the fraction of users utilizing the merchandise.

A individual I with an intrinsic rating Wisconsin, is apathetic between purchasing or non purchasing a facsimile machine when,

f * Wisconsin = P ( 1 )

By definition, f = 1 – wi/100

i.e. wi = 100 ( 1-f )

Replacing, for Wisconsin in the ( 1 ) , we have,

P = 100f – 100f2

The secret plan of this map, illustrates the multiple equilibrium created. Besides, two possible degrees of demands ( low/high ) exist for all points on the curve but one, and 0, f0L and f0HhHHHHdskjkjfkskfjfkjHsgdfgafhsghjfgshjfgjllllll

H represent equilibrium values.


Figure 2: Demand Curve with Network Outwardnesss

The secret plan besides explains how consumer outlooks about the installed base of a merchandise thrust merchandise demand. See that the fraction of population degree Fahrenheit buying the merchandise is non one of the equilibrium values. In that instance,

1. If degree Fahrenheit is between 0 and f0L, fwi & lt ; P0 i.e the buyer values the good at less than the monetary value and hence wants that he had non purchased it in the first topographic point, therefore, forcing the demand down.

2. If degree Fahrenheit is between f0L and f0H, fwi & gt ; P0 i.e the buyer values the good more than the monetary value and hence would wish to purchase it, therefore, driving the demand upward.

3. If degree Fahrenheit is between f0H and 100, fwi & lt ; P0 i.e the buyer values the good less than the monetary value, and drives the demand downward.

Tiping point ( Critical Mass ) , and Competitive schemes

Some cardinal facets of the equilibrium points are besides revealed by the analysis. We see that, at the point f0H, the stableness is quiet strong, since if somewhat more than the fraction f0H buys the goods so the demand is pushed downward towards f0H, while if a somewhat lower fraction than f0H, buys the good so the demand is pushed upward.

On the other manus, the point f0L is extremely unstable, since if somewhat more than the fraction f0L buys the goods so the upward force per unit area drives the demand off from f0L towards the higher equilibrium f0H, while if a somewhat lower figure than f0L purchase the merchandise, so the downward force per unit area drives the demand off from f0L towards 0.

The point f0L hence, represents a critical or tipping point in the success of a merchandise, i.e. if a house can acquire the user ‘s outlooks above this tipping point, so they can utilize the upward force per unit area of demand to acquire their market portion to the higher equilibrium of f0H. This is besides referred to as the critical mass, i.e. the merchandise reaches a point in gross revenues volume where it becomes self-sufficient ( Spencer and Klocinski, 2010 ) .

A close expression at the demand curve besides reveals something about the monetary value point P0. If a house would monetary value its merchandise cheaply, i.e. a lower P0, the demand curve would be sliced by a lower horizontal line which would intend that the lower equilibrium of f0L would now travel left, doing the critical mass much easier to acquire. Besides, there would be a corresponding motion of the higher equilibrium f0H to the right, which would ensue in web size increasing.

Figure 3 Consequence of Pricing on Demand Curve

Standards, Lock-In, Compatibility and Incompatibility

Finally, a web environment with multiple goods constantly leads to the formation of viing criterions e.g. Blu-Ray V DVD. The size of the installed base guides the consumer buying pick, where if the difference in the sizes of the 2 criterions is little, the consumer chooses to purchase the merchandise that he/she likes. However, if there is a important difference in the size of the installed bases of the 2 merchandises, so consumers purchase the merchandise with the higher installed base. Therefore in a networked environment, the engineering to first accomplish the critical mass, takes all the net incomes. Furthermore, a higher market portion consequences in a assortment of other application being developed which back up the trade name and do it more attractive, i.e. the trade name benefits from indirect web outwardnesss. The compatibility or mutual exclusiveness of package systems in a networked environment besides affects the user pick. While a user ‘s pick may be apathetic in the instance of compatible systems, in the instance of incompatible system the user is more likely to take the system with a higher installed base.

Section B

Based on the theoretical literature presented above, we now analyse Microsoft and the factors that contributed to its continued laterality in the package industry.

Early entry + Business Choices

Network outwardnesss tend to profit early entrants in the market owing to their installed user base. In the instance of Microsoft, it was this early advantage along with a figure of strategic concern picks made by its laminitiss that helped it to rapidly turn its installed user base and carve out a strong place for itself in the market.

Microsoft disk operating system:

Like any other narrative in history, luck played its portion in the instance of Microsoft excessively. However, it was Microsoft ‘s strategic picks that helped it capitalise on this fortune. In 1981, when dialogues between IBM and Digital Research failed, it awarded a contract to Microsoft to supply an OS, which would be used in IBM ‘s approaching personal computing machine. This provided Microsoft with the large interruption it needed, and it developed the MS-DOS ( Microsoft Disk Operating System ) , which it supplied IBM. Microsoft nevertheless, retained the licence rights to the OS and besides supplied the system to other personal computing machine sellers. The big user base of IBM PCs along with other sellers allowed Microsoft to accomplish the critical mass it needed to do its merchandise gross revenues self prolonging.


Achieving critical mass, gave Microsoft trade name the credibleness it needed to convert users about the hereafter user base of its merchandise. With this installed base, Microsoft took the following spring in its operating system development by establishing the Windows OS in 1985, which was a graphical extension to the DOS. At the clip, the merely other GUI system on the market was the Macintosh offered by Apple. However, the mean monetary value of Macintosh systems at the clip was $ 1800. Microsoft saw this as an chance and decided to monetary value it ‘s Windows OS at a really nominal monetary value of $ 99. This low pricing further helped lean the balance towards Microsoft, and fuelled Windows gross revenues. The growing in gross revenues volume, led to a big figure of applications being developed for Windows, and Microsoft easy became the industry criterion.

Bundling of merchandises + Proprietary control: Office and Internet Explorer ( Positive Feedback Loop, Vertical Integration )

By 1990, Microsoft ‘s word processor and spreadsheet package were already really popular. In order to take advantage of its dominant place in these engineerings, it decided to roll up them together in a separate merchandise called the Office suite. This non merely drove Microsoft ‘s profitableness but besides the proprietary nature of the merchandise allowed it to command its development and compatibility with other systems. With the deficiency of specifications for Windows, viing merchandises such as WordPerfect and Lotus Word stood at a disadvantage to Microsoft ‘s ain merchandises. In an environment with web effects if the winning engineering is besides proprietary, its proprietor obtains increasing returns while its place becomes “ locked in ” and invulnerable to competition ( Arthur, 1989 ) .

In the instance of the web and the browser market, nevertheless, the dominant place rested with Netscape, whose browser called the Netscape Navigator was the most widely used browser of the clip. Microsoft now had two picks: either adhere to the Netscape criterion and there by loose the perpendicular integrating of its value concatenation or effort to interrupt the positive feedback cringle which Netscape benefitted from. The company chose the latter, and to drive the big user base of the Navigator towards its Internet Explorer, it bound the Windows shell to it. By making so, the company broke the positive feedback cringle between the developers of Netscape and its users, whereby now, running any other browser on Windows gave users a jolting experience.

Section C

Business Lessons from Microsoft

The cardinal strategic lessons from analyzing the Microsoft instance can be summarized as follows:

1. Bing an early mover in an environment with web effects provides the company with a competitory border over later movers.

2. The ability of a house to accomplish a critical mass foremost, can let it to get the better of an industry officeholder even though the officeholder ‘s merchandise might be better e.g. Windows over Mac. Besides, when new in the market a lower pricing scheme can assist tip the balance in your favor and increase the user base.

3. Proprietary control over engineerings and perpendicular integrating provide the incumbent with protection against new participants.

4. To win in countries where you are non the dominant participant, it is of import to place the factors making the positive feedback cringle for the officeholder, and to interrupt this cringle.

Section D


The theory of web effects provides interesting penetrations into the competitory kineticss of today ‘s webs. Through this essay, we took a expression into the chief findings of this theory and how they related to the determination devising at one of the universe ‘s most successful and largest package giant boulder clay day of the month, Microsoft.

With the burgeoning of the cyberspace and digital media, and the birth of societal networking, the theory is increasing relevant today. The applications of its findings means that houses can do those cardinal strategic picks, which would do the difference between the success and failure of their merchandises.