Frost & Sullivan Recognises Microsoft with Strategic Partnership Strategy Award.

LONDON -- Frost & Sullivan today announced that it has presented Microsoft Corporation with the Strategic Partnership Strategy Award for successfully advancing its position in the mobile enterprise sector through tactical and carefully planned alliances. The award further recognises Microsoft for continuously expanding into new and promising directions.

Microsoft's key achievement lies in developing and implementing a comprehensive and structured partnership strategy that, over the years, has effectively harnessed mobility in the enterprise. Microsoft's Mobility Partner Advisory Council (MPAC), its Mobile2Market programme and work with device manufacturers are some of the partner initiatives that influenced Frost & Sullivan's decision to choose Microsoft for the Strategic Partnership Strategy Award.

For example, in 2000, the company had alliances with only three hardware manufacturers to support its Windows Mobile software. In 2004, it boasts a total of 38 such partnerships, and Windows Mobile software is now also supported by over 50 mobile operators and service providers around the world.

"Microsoft clearly has invested significant resources in developing its partnership strategy," says Paul Devine, Research Manager at Frost & Sullivan. "The alliances which the company has embarked on have found a strong balance between the core competencies of each member. Frost & Sullivan believes that such partnerships will have a substantial impact on the adoption of mobile data services, particularly in the corporate sector."

One of the most significant aspects of its partnership strategy is the formation of MPAC, aiming to promote a common platform of interaction between key partner organisations, primarily within the systems integrator and independent software vendor (ISV) community. The Council is a sub-set of the company's broader Mobility Solutions Partner Programme (MSPP), which now has over 7,000 partners. Regular meetings allow the Council to continually shape its alliance roadmap and keep Microsoft updated on its customers' most critical needs. Targeted primarily at the corporate sector but increasingly attracting consumer ISVs and vendors, MPAC is invaluable in helping Microsoft plan its strategy in line with corporate requirements and preferences.

"At the granular level, MPAC's objectives are to design a set of tools and programmes that aim to maximise efficiency in both partnership activity and the actual implementation of mobile enterprise services," says Paul Devine, Research Manager at Frost & Sullivan. "This is a good example of a partnership forum that has delivered real benefits in terms of efficiency and collaborative activity."

In other pioneering ventures, Microsoft runs a developers' forum -- Mobile2Market -- that is designed to help developers connect with multiple distribution channels and bridge the gap between them and mobile operators. Facilitating a closer interaction between mobile operators and developers is a clear example of the company's sustained efforts to promote mobility within the enterprise sector.

Additionally, this strategic establishment of a non-proprietary developers' forum such as Mobile2Market is expected to go a long way in increasing the adoption of a richer and broader set of enterprise applications that will be in tune with enterprise demand.

"Microsoft recognises that strong partnerships are fundamental to success in the mobile industry," said David Hooper, Enterprise Marketing Manager, Mobile & Embedded Devices Division, Microsoft EMEA. "We are working with a range partners across the market to foster a collaboration within this ecosystem of companies that can fuel innovation, deliver compelling customer propositions, and propel the market forward."

Microsoft also functions as an intermediary between mobile operators, consultancies and systems integrators. Many of its corporate clients prefer to deal directly with Microsoft or with the systems integrator. This has led the company to develop relationships with several large mobile operators, allowing it to address the majority of the enterprise market without the enterprise having to switch operators.

Microsoft's national-level alliances with certain operators and hardware manufacturers enable it to co-promote and market innovative joint product offerings such as the Connect Anywhere solution. Offered in partnership with Vodafone and Hewlett-Packard in the United Kingdom, this solution consists of a mobility server and devices as well as connectivity to enterprise systems, intranet and e-mail, and can be leased out for a mere EUR 3 per day.

About Frost & Sullivan

Founded in 1961, Frost & Sullivan is recognised as a global leader in growth consulting. Frost & Sullivan Awards are presented to companies that demonstrate excellence in their industry, commending the diligence, commitment and innovative business strategies required to advance in the global marketplace. Frost & Sullivan rigorously analyses specific criteria to determine award recipients in a vast variety of market industries and landscapes. For further information, visit www.frost.com.