MBA EM GESTO ESTRATGICA E ECONMICA DE MERCADO BRANDING E ESTRATGIAS DE MARCA

MBA EM GESTO ESTRATGICA E ECONMICA DE MERCADOBRANDING E ESTRATGIAS DE MARCAApresentao: Caso Apple

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: O Surgimento da AppleSung H. Lee

Placa Me criada por Wozniak

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: O Sucesso do ProdutoSung H. Lee

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: A evoluoSung H. Lee

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: CuriosidadeSung H. Lee

Apple McIntosh

Apple Macintosh

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: Declnio da AppleSung H. Lee

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Performa 5200CD Performa 5210CD Performa 5215CD Performa 5220CD Performa 5260/120 Performa 5260CD Performa 5270CD Performa 5280 Performa 5300CD Performa 5320CD Performa 5400CD Performa 5400/160 Performa 5400/180 Performa 5410CD Performa 5420CD Performa 5430 Performa 5440 Performa 6110CD Performa 6112CD Performa 6115CD Performa 6116CD Performa 6117CD Performa 6118CD Performa 6200CD Performa 6205CD Performa 6210CD Performa 6214CD Performa 6216CD Performa 6218CD Performa 6216CD Performa 6218CD Performa 6220CD Performa 6230CD Performa 6260CD Performa 6290CD Performa 6300CD Performa 6310CD Performa 6320CD Performa 6360 Performa 6400/180 Performa 6400/200 Performa 6410 Performa 6420

ConsumerProDesktopG3Portable99Power Book

Histria da Marca: O Retorno de JobsSung H. Lee

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: O sucesso dos iGadgetsSung H. Lee

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Histria da Marca: Linha atual de ProdutosSung H. Lee

iPad

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Comentrios Relevantes: Conceito das Apple Stores

Apple Retail Store de Xangai, na China

Apple Retail Store de New York, EUA

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Comentrios Relevantes: Comercial 1984, do Macintosh

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

11

Comentrios Relevantes: Teaser do Motorola XOOM que se inspira em 1984

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

12

Comentrios Relevantes: Comercial do Motorola XOOM que se inspira em 1984

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

13

Comentrios Relevantes: Comercial da LG Optimus, ofensiva ao iPad.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Estratgia de Negcio:Excelente mistura entre Hardware, Software e Servios on-line;Produtos Simples, Fceis de usar e Confiveis;Cadeia vertical e economia em escala (Alta Rentabilidade da cadeia)Parcerias e Exclusividades com fornecedores, distribuidores, gravadoras.Excelncia e Qualidade: Uso de materiais inovadores (plstico, alumnio, vidro, cores)Segredo nos lanamentos, o que gera rumores e mdia espontnea;Pontos Fortes:Excelncia da Experincia Apple;Fidelidade os consumidores ApplePontos Fracos:Universo Restritivo;Dependncia da imagem do Steve Jobs;Incompatibilidade com outros sistemas operacionais;Expectativa de novidades dos consumidoresObjetivos:A melhor experincia do usurioMudar o Mundo. Quero deixar uma marquinha no universo. Steve JobsAnalise da Estratgia de Negcio

Prisma de KapfererFISCOComputadores e MP3 Players;Design;Embalagem;

RELACIONAMENTOEco Sistema (QuickTime, Itunes, AppleStore);Confiabilidade;Rotina de novos lanamentos;Experincia do Usurio;Comunidade Apple;REFLEXOPerfeio;Expectativa;Fidelidade da Marca;Inovao;Prestigio;

PERSONALIDADESteve Jobs;Pensar fora da Caixa;Criatividade / Desafiador;CULTURAPioneirismo;Desempenho;Empreendedor;Perfeccionista;Controlador;SELF IMAGEWorkaholicArtistas;Apaixonados;Objetivo de vida;

Emissor (Empresa)Receptor (Pblico)Pblico ExternoPblico Interno

Aumento de Market Share no mercado de computadores pessoais em relao a Microsoft;

Penetrao em novos mercados com Telefonia, Cinema, Msicas e Mdias Impressas;

Criao de novas tecnologias iPhone, iPad, Multi-touch, GPS;

Forte briga com Microsoft e com a tecnologia aberta para Smartphones chamada Android;

No mercado brasileiro o preo ainda uma barreira para aquisio de produtos Apple.Analise do Contexto Competitivo

Analise pblicos estratgicos:Ideal de vida;Tudo na ponta do dedo;Necessidades no atendidas:Mercado corporativo (Blackberry da RIM, Microsoft Exchange)Mercado de produtos de baixo custoAlta demanda, que provoca falta de insumos e a falta de estoques.Necessidades que podem satisfazer de forma nica e diferenciada:Integrao com demais sistemas operacionais;Programa de benefcios para os participantes da comunidade Apple;O que os atuais e potenciais clientes esperam da sua marca:Que os produtos da Apple se tornem indispensveis tanto para a vida profissional e pessoal das pessoas;Qual imagem na mente destes pblicos que a marca deseja atingir Atualmente e no futuro?Excelncia de produtos e servios;Sofisticao;Integrao com todos os aplicativos e sistemas;Necessidades dos Pblicos Estratgicos

Pblico:Os produtos da Apple so para todos independente de classe social;Pessoas que se interessam por tecnologia;Mercado:A empresa se define como um canal de contedo, informao e entretenimento para todas as classes, grupos, credo e cor; Benefcio:O maior beneficio oferecido chamada Experincia AppleSimplicidade;Praticidade;Confiabilidade;Diferenciao:A Magia Apple - A Apple diferente dos seus principais concorrentes conseguiu associar tecnologia com simplicidade, conseguindo conquistar cada vez mais a mentes dos usurios e no usurios como uma empresa diferenciada por criar tecnologias inovadoras

Posicionamento Apple

Confivel Para pessoas que gostam de tecnologia com simplicidade

Relevante Se sentirem prestigiadas

nico Experincia Apple

Perene Estar na vanguarda das inovaes

Para pessoas que gostam de tecnologia com simplicidade e de sentirem prestigiadas com a Experincia Apple a nica empresa que est na vanguarda das inovaes

Posicionamento Apple Cont.

Comentrios Relevantes: Frases

A conquista bem-sucedida do territrio da Sony pela Apple pode ser vista como a evidncia final de que a companhia de Cupertino o que Alan Deutschmann [autor deA Segunda Vinda de Steve Jobs] chama de sucessora espiritual da Sony. Com Jobs, a Apple tem o tipo de paixo por design e inovao que a Sony tinha em seus ureos tempos, disse. Tudo o que ela faz a melhor coisa que j fizemos, algo que vai mais uma vez mudar o mundo. E, recentemente, na maioria das vezes ela acerta.

Jeff Yang, do jornal San Francisco Chronicle

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Comentrios Relevantes: Produtos Sony

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

22

Comentrios Relevantes: Prejuzos Sony

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Comentrios Relevantes: Alta demanda

Folha de So Paulo, 05 de Fevereiro de 2011, pg. B6 do Caderno de Economia

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Comentrios Relevantes: Smbolo de Inovao

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

25

Comentrios Relevantes: Smbolo de Inovao

Bar ingls permite que clientes sirvam seu prprio chopp e acompanhem o consumo num iPod touch

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

26

Percepo do Consumidor: Fator Emocional

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

27

Percepo do Consumidor: Melhor Natal de 2010

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

28

Comentrios Relevantes: Aes em recuperao

Aes da Apple caem aps sada de Jobs mas volta a recuperar e atinge recorde histrico.

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

29

Comentrios Relevantes: Grficos

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

30

Comentrios Relevantes: Grficos

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

31

Comentrios Relevantes: Grficos

Lder de vendas em mobile PC, segundo NPD Group Reports

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

32

iTunes: Vendas

O iTunes, lanado pela Apple em 09/01/2001, ultrapassou a marca dos 10 bilhes de msicas vendidas em cerca de 7 anos e atualmente o maior canal de venda de msicas do mundo, ultrapassando os lbuns fsicos.

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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AppStore: Vendas

AppStore, aberta em 10/06/2008, ultrapassou a marca dos 10 bilhes de apps vendidos em cerca de 2 anos e meio.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

34

Comentrios Relevantes: Brand Equity

Fonte: http://www.rankingthebrands.com

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

35

Comentrios Relevantes: ndices

Publicado em 14 de Fevereiro de 2011O texto destaca que o buqu de honrarias lanadas Apple podem fazer at mesmo Steve Jobs corar[uma empresa] visionria, corajosa, inovadora e dona de uma cultura corporativa forte, que tem alimentado uma execuo competente.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

36

Comentrios Relevantes: Brand Equity

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

37

Personalidade: Steve Jobs

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

38

Comentrios Relevantes: Responsabilidade Social

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

39

Comentrios Relevantes: Responsabilidade Social

127 empresas foram auditadas pela Apple, 97 das quais foram investigadas pela primeira vez neste programa da Ma e 40% das quais nunca foram auditadas por nenhuma outra companhia.

Destas empresas, 36 apresentaram irregularidades: 18 fbricas tinham taxas de recrutamento excessivas para trabalhadores estrangeiros 10 com 91 menores em suas linhas de produo2 casos de ambiente de trabalho insalubre4 fbricas com registros falsificados1 caso de suborno1 caso de trabalhadores instrudos a forjar respostas aos auditores.

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

40

Comentrios Relevantes: Responsabilidade Social

Ao longo de 2010, 16.000 empregados no programaSupplier Employee Education and Development(SEED) de valorizao de funcionrios, que oferece aulas de ingls e computao.

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

41

Comentrios Relevantes: Responsabilidade Social

Apstomar conhecimento do problema com o n-hexano, no qual 137 trabalhadores da Wintek foram afetados, a Apple aboliu o uso dessa substncia na linha de produo e implementou um novo sistema de ventilao.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

42

Resultados Financeiros: 2010

Apple revela recordes em vendas de Macs, iPhones e iPads, com crescimentos de 71% em receitas e 78% em lucros Receitas Recordes de US$26,74 bilhes

Lucro lquido de 6 mil milhes de dlares

As margens de lucro ficaram em torno de 38,5%

Foram vendidos:

4,13 milhes de Macs (crescimento de 23% em relao ao ano passado) 16,24 milhes de iPhones (86% de crescimento) 19,45 milhes de iPods (queda de 7%) 7,33 milhes de iPads

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

43

Resultados Financeiros de 2010: Grficos

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Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

44

Concluso: Fora da Marca / Gaps de Posicionamento

Atravs da anlise de ndices, rankings e desempenhos, podemos concluir que a Apple est com uma fora de marca jamais vista antes. Inclusive no ano de 2010, superou a Microsoft, sua arqui-rival, em valor de mercado.Os gaps de posicionamento que a Apple possui em relao a identidade e a imagem da marca so as mnimas possveis, uma vez que desde os funcionrios e acionistas at os consumidores percebem a marca como visionria, inovadora e de competente na sua gesto.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

45

Concluso: O branding da empresa est implementado?

Reposta: Sim, absolutamente.A Apple atualmente um caso de estudo famoso em todo o mundo pelo sucesso da implementao de sua marca, se recuperando de uma grave crise financeira e de sua iminente falncia at se tornar uma das maiores empresas do mundo. Um dos grandes responsveis por essa transformao o CEO Steve Jobs, que possui grande influncia e participao nas decises estratgicas da Apple na ltima dcada.

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

46

Obrigado !!!Integrantes do Grupo:

Sung Hoon LeeEduardo CastagranoRodolfo BuenoSamuel de Alvarenga

Welcome!

Today were going to be talking about Microsoft Online Services. The purpose of this presentation is to give you an overview of the Microsoft hosted communication and collaboration services. Microsoft Online Services are designed to help end users stay productive no matter where they arewhile relieving the management burden on IT so they can focus on what really drives the business forward.

2/18/2011 11:15 AM 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Main Brand:Competitor:Brand Analysis Deck

USASonyIT Hardware & PeripheralsApple04 August 2010CONFIDENTIAL

BrandDynamics Pyramid How does the Brand compare with its CompetitorBlank slide(Delete if you wish)

Diagnosis of Bonding(Factors contributing to Bonding for Brand ranked by importance)Blank slide(Delete if you wish)

Bonding MapBlank slide(Delete if you wish)

Bonding MapBlank slide(Delete if you wish)