Introduction: Microsoft Corporation Microsoft Corporation is based in the US and deals with manufacturing and development of software products applied in computers. The company develops variety of software which include; operating systems, server applications, business solution applications, information worker applications, high-performance computing applications, software development tools as well as MSN network which is an internet provider. Microsoft’s operating system which has unique qualities in the market forms the major strength of the Company. The system provides dependable link between the computer and the user. In addition the Company also ventures into manufacturing application software as well multimedia market (Aaarkstores, 2010). Microsoft Corporation is known to be technologically oriented company with most of its core processes operated electronically through avenues such as e-shops. The company heavily utilizes the use of online services and web-based information systems. Such services as e-marketing provides the company with integrated means of reaching consumers hence allowing possible means of projecting current and future customer requirements within the market (Johnson et al, 2008, 51-59). Figure 1: Microsoft and its competitors Description of Customer Perceived value for the Company Consumers are believed to always engage in internal and external processes of information search before attaching value to product or company. Internal information search involves the process through which consumer identifies all alternatives to the product/company from memory. Such actions require companies to engage in aggressive programs which enable their various brands to become memorable to consumers and are mostly applicable to low involvement products or companies (Payne and Holt, 2001). While external search is applicable to high involving firms such as Microsoft as well as Apple amongst others. In such a case organizations are advised to make available their product information through web sites. Consumers at the same time could use compensatory decisions which requires the consumers to critically analyze all the attributes of a company before pledging loyalty to them (Eggert and Ulaga, 2002). Value should be examined from the customer point of view since expressions towards a product vary depending on the customer segment served. Within the various market segments, some customers tend to value more, certain product attributes compared to others. High prices of products might represent high value to particular customer segment since the benefits are considered higher than money value attached to the product. In this case Microsoft’s operating system provides the customers with more useful ways of operating their computers (Barnes et al, 2009). There is realization of increased productivity owing to easy communication through the integrated system which enables instant sharing of information. There is faster and instant means of information sharing through the use of desktop applications as well as line of business which eliminates the essence of spending a lot of time in locating and communicating with partners. There is also sufficient access for customers whether travelling or at home and at t