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Case Title:

Microsoft’s Acquisition of Navic Networks: Gaining an Edge by Expanding its Advertising Platforms?

Publication Year : 2010

Authors: A Poddar, D Arora, A Syed

Industry: Information Technology and IT Enabled Services

Region:USA

Case Code: MAA0200IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Microsoft, a multinational computer technology corporation, acquired Navic Networks, a Waltham, Massachusetts-based company and a leading provider of television advertising solutions in the US. This acquisition is the latest step in Microsoft's effort to turn itself into a one-stop shop for digital advertising. It will allow Microsoft to enter the television advertisement (ad) market and give it access to advertising technologies which were being provided by Navic in the cable TV advertising market. It will also help Microsoft compete with Google TV ads, a product introduced by Google in 2007 that automates the placement and purchase of cable TV ads. The case will discuss Microsoft's rationale, the strategy behind the acquisition and whether it will work in its favour.

Pedagogical Objectives:

  • To interactive television and interactive television advertising
  • To the reasons and strategy behind Microsoft's acquisition of Navic Networks.
  • To whether it can compete with Google and this strategy will work in its favour.

Keywords : Microsoft, Navic Networks, Interactive television, Interactive television advertising, Acquisition, Strategy, Expansion, IPTV (Internet Protocol television), Market leader, US advertising industry, Advertising technologies, Cable industry, Television media, Competition, Challenges

Contents : 
Interactive Television Advertising
Microsoft’s Acquisition of Navic
Microsoft Company Profile
Microsoft Advertiser and Publisher Solutions Group
Navic’s Addressable Advertising System

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