How Much Innovation Is Critical in UMA?

Hotmail, you know, Sabir Bhatia came into our offices and had this idea for free web-based email. The little tweak that we added to the equation was that whenever anybody sent an email right at the bottom it said, get your free web- based email at www.hotmail.com. So, that was a way of getting the marketing costs down extremely low. It really was the gem of the viral marketing scheme that made Hotmail pervasive. Every single user of Hotmail was an advocate for Hotmail because there was tacit approval for what Hotmail was.