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Microsoft effectively defined the nature of modern computer communications. Bill
Gates and his colleagues didn't invent computers, the graphical interface or internet browsing. But they came to dominate
most users' experience of all three. As a result, for several years, Microsoft was the world's most valuable corporation,
with a market capitalisation bigger than other businesses five times its size by revenues. However, it was also the industry's most
hated entity, juggling a string a lawsuits from smaller rivals it had elbowed into oblivion. More recently, though, peace
has broken out at Microsoft, and the company has worked hard to rebuild bridges, using part of its huge cash stockpile to
settle legal rows with rivals and forge strategic alliances. In the mean time, its role as the big bad giant of the industry was to some extent inherited by Google.
Microsoft attempted to keep pace with its new arch-rival through acquisitions including internet advertising giant aQuantive
and a strategic investment in Facebook, as well as a substantial but unsuccessful bid to acquire Yahoo.
But even after all the cash it has thrown at this comparatively minor part of its business, Microsoft still lags far behind the all-powerful
Google in internet search and advertising sales. In its biggest deal to-date it agreed to acquire online phone service Skype in 2011 for $8.5bn.
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out more from the Account Assignments database.
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
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