Who Controls The Personal Media

This paper researches the competition strategy for Microsoft Windows Live Platform in the personal media industry competition environment in Web 2.0 time. The paper proposes the marketing strategies for Microsoft Windows Live Platform base on a new marketing concept - standard marketing, hoping this could give some valuable suggestions to the Chinese local internet companies.First of all, the paper introduces the related theories and concepts about standard marketing, including network effect and standard competition theory which have important impact on the standard marketing theory. The paper explains what standard marketing is and how to execute standard marketing.Then, the paper looks back to the history of how Internet has developed to Web 2.0 time, introduces Personal Media as a new industry and its development progress. In addition, the paper discusses and analyzes the major players in the Personal Media industry deeply.Moreover, the paper introduces and summarizes the different business models which have been used by the different companies in the Web 2.0 time as well.On the basis of all the analysis, the paper supposes the competition strategies for Microsoft Windows Live Platform. The paper combines the actual market competition environment and standard marketing theory, concludes the KSFs (Key Success Factors) for Microsoft Windows Live Platform, offers corresponding marketing strategies, and looks forward to the future business model for Microsoft Windows Live Platform.In the end, the paper brings forward some suggestions for the Chinese local Internet companies according to Microsoft Windows Live competition strategy.