From the business model canvas of Microsoft, we can find a general idea of the structure of Microsoft. However, they have more customer segment and more key activities than it says.
If you go to the main website of Microsoft, you will see variety of products, which work in different areas, like Xbox One as a multi-media game center for living room, different kinds of software, and the Surface.
Diversifying the market Microsoft gets into can help lower the total risk of the whole company and enlarge the customer segment. Like Sony was the largest TV game player in the world, but now it becomes hard to judge because more and more customers find they prefer Xbox more because their ‘pains’ are released more, like not just a game play station or more opportunities to play Somatic Game, which is a good opportunity for lazy people to enjoy the game and do exercises at the same time.
To attract more clients, a company does not only need solve the ‘pain’ of customers, but also need to foresee what customers might want in the future and start to investigate and create new products. Apple did a good a job on it when the apple smartphone was just come out. They did not do the product to face the demand, but they told customers what they need and provide it. It’s like create a new market.
http://www.microsoftstore.com/store/msca/en_CA/home
https://www.behance.net/gallery/2533959/Bachelors-Thesis-Project-iBuy-a-System-for-mCommerce