The Microsoft .NET strategy is a

marketing plan A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan so that goals may be achieved. While a marketing plan contains a list of actions, without a sound strategic founda ...

that Microsoft followed in the early 2000s.

Steve Ballmer Steven Anthony Ballmer (; March 24, 1956) is an American business magnate and investor who served as the chief executive officer of Microsoft from 2000 to 2014. He is the current owner of the Los Angeles Clippers of the National Basketball Associ ...

described it as the company's "most ambitious undertaking since Internet Strategy Day in 1995". In support of this strategy, between 2000 and 2002, Microsoft released ".NET" branded updates to its works, including Visual Studio .NET, Visual Basic .NET, .NET Passport, .NET My Services,

.NET Framework The .NET Framework (pronounced as "''dot net"'') is a proprietary software framework developed by Microsoft that runs primarily on Microsoft Windows. It was the predominant implementation of the Common Language Infrastructure (CLI) until bein ...

, ASP.NET and ADO.NET. A Windows .NET Server was also announced. Microsoft had plans to include

Microsoft SQL Server Microsoft SQL Server is a relational database management system developed by Microsoft. As a database server, it is a software product with the primary function of storing and retrieving data as requested by other software applications—which ...

, Microsoft Exchange Server and MSN into this strategy. By 2003, however, the .NET strategy had dwindled into a failed branding campaign because the brand had failed to articulate what Microsoft had in mind in the first place. As such, Windows .NET Server was released under the title of

Windows Server 2003 Windows Server 2003 is the sixth version of Windows Server operating system produced by Microsoft. It is part of the Windows NT family of operating systems and was released to manufacturing on March 28, 2003 and generally available on April 24, ...

. Since then, Visual Studio and .NET Passport have been stripped of ".NET" in their brandings. However, Microsoft and the rest of the computing industry use ".NET" to indicate close association with .NET Framework, e.g. .NET Compiler Platform, .NET Foundation and .NET Reflector.

References

Further reading