Throughout the 1990s, Microsoft’s communication
efforts convinced businesses that its software was not
only the best choice for business but also that it needed
to be upgraded frequently. Microsoft spent millions of dollars
in magazine advertising and received endorsements
from the top computer magazines in the industry, making
Microsoft Windows and Office the must-have software of
its time. Microsoft successfully launched Windows 95 in
1995 and Windows 98 in 1998, using the slogan, “Where
Do You Want to Go Today?” The slogan didn’t push individual
products but rather the company itself, which could
help empower companies and consumers alike.
During the late 1990s, Microsoft entered the notorious
“browser wars” as companies struggled to find their
place during the Internet boom. In 1995, Netscape
launched its Navigator browser over the Internet.
Realizing what a good product Netscape had, Microsoft
launched the first version of its own browser, Internet
Explorer, later that same year. By 1997, Netscape held a
72 percent share and Explorer an 18 percent share. Five
years later, however, Netscape’s share had fallen to
4 percent.