It is neither small, nor touchy feely, but Microsoft is attempting to finally live up to part of its name as it unveils its latest product - "Corporate Identity 2.0".
Beta testing is in its early days but initial reviews are encouraging.
The industry gorilla seeks to replace widespread opinion that it is arrogant, unaccountable and monopolistic with a new perception as a softer, gentler giant following a subtle shift in the way it deals with clients and competitors.
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