Just how big of a threat is Microsoft?
SEATTLE, April 14 (Reuter) - Microsoft Corp.'s online Microsoft Network now has more than 2.2 million subscribers worldwide, up from 1.6 million in October, a company executive said Monday.
Jessica Ostrow, group product manager, said the online service plans to increase its marketing efforts as it tries to meet a goal of doubling its membership to 3.2 million this year.
"We're continuing to move in that direction," she said in an interview. "We'll see how close we come."
Microsoft remains a distant third-place in an industry led by America Online Inc., with 8 million subscribers, and CompuServe Corp., with 5.3 million, according to figures compiled by Electronic Information Report.
Microsoft has been trying to close the gap since relaunching the service based on Internet standards in October.
Following a television-style model, Microsoft Monday announced a "spring lineup" of 14 new online "shows," most of which will debut Tuesday.
In February company executives announced plans to cancel about half the 20 shows that were launched in October.
Ostrow said many of the new shows, including the recently announced "Disney's Daily Blast," are aimed at women and families, two fast-growing demographic groups on the Web.
Microsoft also is beefing up its musical offerings with several new shows including "On Air," which will focus on alternative music and feature information to complement Sunday night concerts being broadcast on 120 college radio stations.
Other new shows include "E-String," a 13-week online course in guitar-playing; "(at)watercooler," a show about the workplace; "Project: watchfire," a look at UFOs; and "OnParenting."
Microsoft also has revamped the main welcome page of the service to improve access to electronic mail and other features, Ostrow said. <MSFT.O> <AOL.N> <CSRV.O>
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