The King of All Media?: An Analysis of Microsoft's Content Strategy

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Report Abstract, Table of Contents, Tables, Figures

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The King of All Media?: An Analysis of Microsoft's Content Strategy

Service: Consumer Media & Content
Report Number: IN0401556CM
Publication Date: March 2004
Number of Pages: 35
Report Price: $2,495 U.S. Dollars
Analyst: Michael Wolf
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Abstract
Howard Stern may call himself the King of All Media, but some believe that a company by the name of Microsoft has its sights on that title.

The move from operating system vendor to media software giant has been a long time coming. Throughout the 90s and into the new century, the company has continued to diversify beyond just operating systems and productivity software, and much of that business is centered on the world of premium content. The sum of its different platform assets in the form of the dominant PC operating system, Windows Media technology for streaming both IP and broadcast content, Media Center and the Media Center Extender technology, the ownership of the company’s own Internet channel in MSN, and a gaming console that positions Microsoft in the living room, all add up to a considerable whole that are impressive in comprehensive breadth.

In this first report from In-Stat's new Consumer Media and Content service, we will examine how Microsoft plans to become an "indispensable partner" to the content industry. It looks at the company's different efforts across its Windows, Streaming, Xbox and direct content ownership efforts, and how it is tying these different platforms into one strategic whole.

Table of Contents

Executive Summary
Methodology
Microsoft Past & Present
- The Early Years: Windows And Productivity Reign
- Microsoft And the Internet Years: 1994-2000
- Microsoft: The Current Company
Microsoft And Digital Consumer Content
- What About an Acquisition?
Microsoft Group By Group: Positioned for Content?
- Microsoft Media Group
  - Windows Media Series 9
  - Media Connect - A DRM Workaround?
  - Windows Media - An (Open) Industry Standard?
- Microsoft Media Center
  - What's Next? Media Center Extender and Media Center Connect
    - What is Media Center Extender and Connect?
    - What is the Significance of Media Extender and Connect?
- Microsoft Xbox
- Microsoft TV
- MSN
  - What About MSNBC?
Microsoft Content Strategy Advisory
- Answering the Questions About Microsoft's Content Strategy
  - What is Microsoft's Ultimate Goal With Regard to Content?
  - Will Microsoft Find Itself as the "Indispensable Partner" to Content Companies?
  - Should Big Content Companies Be Fearful of Partnering With Microsoft?
  - What Direct Content Plays Will Microsoft Make?
  - Who is Most Likely to be Hurt by Microsoft's "Indispensable Partner" Strategy?
- Microsoft's Content Future: 2005-2008

List of Tables

Table 1. Microsoft's Content Tools Matrix
Table 2. Microsoft Content Tools by Media "Layer"

List of Figures

Figure 1. Basic Windows Timeline
Figure 2. Microsoft Business Units and Associated Product Lines
Figure 3. Windows Media Product History
Figure 4. Microsoft WMV (Windows Media Video) Sample Pricing
Figure 5. Prototype Media Center Extender
Figure 6. Media Center and Media Center Extender
Figure 7. Xbox Live Gaming Kit
Figure 8. Microsoft TV Infrastructure
Figure 9. Microsoft Box In Strategy Through Providing Tools in "Every Direction"

In-Stat/MDR (www.instat.com) is a leading provider of actionable market research, market assessments and market forecasts of semiconductor and advanced communications equipment and services. The firm's forecasts, analysis and insights are informed by both a deep technology understanding and a unique research methodology, which examines each segment of the value chain for each market. Technology vendors, service providers, technology professionals and market specialists, worldwide, rely on In-Stat/MDR's tenured, experienced staff and in-depth research to support critical technology, product and success decisions.