Microsoft channel executives have urged the vendor's resellers to target growing market share to claw back growth from an on-going tough market.
Various upbeat presentations were made to an assembled audience of 1,500 resellers at the Microsoft Partner Network in Wembley Stadium with the theme of the day encouraging partners to take share from rivals including Oracle, VMware and Google.
Scott Dodds, general manager for small business and partners on the UK, said that the market was tough and growth had to come from taking market share.
"We have to get a lot closer to the customer and we need to take more responsibility doing that," he told partners.
Nick McGrath, director of commercial market strategy at Microsoft, said that the competitive landscape was crowded but there were weaknesses in rivals with Google in particular suffering from performance issues.
"We are growing our market share and have confidence. We respect there are many different competitors out there," he said.