To: +Merylee Golden (4189 )
From: +John Oldshue
Aug 16 1997 5:56PM EST
Reply #4190 of 4223
APPLE---BAD NEWS???? More to follow
SEATTLE, Aug 14 (Reuter) - Mighty Microsoft Corp. is
muscling into another crowded software sector with its launch
next month of the first in a projected line of products to help
build children's math and reading skills.
My Personal Tutor, a four-CD product aimed at children aged
3 to 7, will go on sale in mid-September after nearly two years
of development by Microsoft software engineers and teams of
outside educational consultants.
The $50 software package, which includes some 200
activities to teach and reinforce basic skills from color
identification to addition and subtraction, is the latest
component of a multipronged thrust into education by the
Redmond, Wash.-based giant.
Success is far from certain as Microsoft enters a market
crowded with established players Learning Co., Broderbund
Software Inc., CUC International Inc. and high-profile newcomer
Walt Disney Co.
Competition has forced down prices, sparked a wave of
consolidation and contributed to a slowdown in growth in the
$400 million education software market, where sales are up just
4.5 percent so far this year, compared with 20 percent last
year, according to PC Data.
But the influx of multimedia computers into the home has
made software aimed at preschoolers one of the hottest areas of
growth within the education market, analysts say.
"There are a lot of kids now using computers," said
Forrester Research analyst Kate Delhagen. "Microsoft sees an
opportunity to put their hooks into these kids at an early
age."
Microsoft is hoping its powerful brand name, an emphasis on
breadth and depth of content and new "TutorAssist" technology
will break through the clutter and appeal to busy parents eager
to give their children an educational boost.
Robbie Bach, a vice president in Microsoft's interactive
media division, said the software giant considered getting
involved in early-childhood education several years ago but
rejected the idea in part because too few homes were equipped
with powerful multimedia computers.
"Now we have some technology where we think we can have
some competitive differentiation," he said.
The TutorAssist technology recognizes when a student needs
help and then automatically launches one of 100 multimedia
tutorials led by the animated character Professor P.T. Presto.
Lisa Brummel, product unit manager, said the technology
"engine" will remain a core element of planned future education
releases for older students and could be adapted for use in
adult training software.
While My Personal Tutor is Microsoft's first product
focused on teaching basic skills, the company has been
competing in the education software market for several years
with its Magic School Bus series, aimed at slightly older
children.
"It makes sense for a company like Microsoft to be in this
business," said Dan Lavin, a Datquest analyst.
"They feel it's an area where they can develop some brand
loyalty," he said. "A strong education brand can spill over
into other areas of the home."
Indeed Microsoft's Bach said education is "a very important
focus strategically."
In addition to selling education software, Microsoft and
its Chairman Bill Gates have focused much of their philanthropy
over the past several years on schools and colleges --
historically the dominion of its ailing rival, Apple Computer
Inc.
"The Wintel camp is trying to attack the Apple camp and
really doing a pretty good job of it in wrestling away some
market share," said analyst Scott McAdams of brokerage Ragen
MacKenzie.
I do not see how Sanctuary can compete in the ed market with the likes of Microsoft entering an already over crowded market !
George |
