Microsoft has to consider two issues when discussing distribution. It looks at the method of distribution, as well as the licensing issues. The license is the "right" the customer has purchased to use the software. Unlike regular tangible merchandise were the company is not really concerned with the use of the product once it is purchased. Microsoft does have to take into account the usage. It is pretty east to create a marketing plan to …
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…its latest product launches premier software license and distribution technology is built on its desire to explore innovative software marketing techniques and the need for a secure means to distribute those products online. Microsoft has successfully leveraged its online sales to reach its loyal customer base. Privilege is now used as both a marketing and sales tool to enhance Microsoft's ability to extend value and convenience to its customers. Reference: NOVEMBER/DECEMBER 2003 WWW.SOFTWAREBUSINESSONLINE.COM