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Forrester Research: Microsoft Embraces Ad-Supported Software Services:
"Microsoft has embraced a new way to do business — a mindset that is based on software-as-a service, open platforms, and continuous innovation; a model previously mastered by Google. Ad-supported software for consumers and very small businesses is only the beginning. Microsoft's real aim is to build and host a service platform that will attract the investment of developers looking for a way to reach these market sectors. It is also a foray into offering its traditional client/server software to customers on a hosted or on-demand basis. Forrester believes that these 'Live' services won't cannibalize Microsoft's existing software revenues and instead will drive significant upside as Microsoft develops new advertising and subscription revenues. However, it has tried this before and failed. The strategy will be successful only if Microsoft offers its partners a ready market, a fair revenue sharing scheme, and a strong support system that develops trust..."