Microsoft has always been a magnet for attention -- even more so after entering the CRM arena in 2002. Since then, its suite of applications has seen considerable change, and a high level of praise and criticism -- often by the same sources. As Microsoft launches the 4.0 iteration of its CRM software, people have taken a first-of-its-kind in-depth look at a single vendor's role in the industry. Much of the 4.0 frenzy has centered on the Online option, especially because it's a strong entrant into on-demand CRM -- a trail blazed by Salesforce.com. Beyond the platform itself, one of Microsoft's selling points is price. Most customers don't use broad enterprise CRM. They use the basics, for which Microsoft is very suitable, says Joshua Greenbaum, principal of Enterprise Applications Consulting. Demand for on-demand CRM has just begun to be tapped; Microsoft can grab a huge corner of this market.