MSN Reporter which allows users to rate and share articles is set for
European rollout over the summer.  MSN Toolbar is billed as a way for
consumers to access their favourite MSN content and information anywhere on
the web. 

Reuters Technology Correspondent Matt Cowan reports the efforts to
reposition MSN as a 'social portal.'

In a bygone era, Microsoft got a lot mileage out of its promotional
mantra - where do you want to go today?

  These days, you get the feeling that tech savvy hipsters would be likely
to answer, Facebook - thanks, not that it's any of your business.
  
  Now, Microsoft is trying to reinvent MSN as a social portal by offering
new services.
   
  Geoff Sutton is the general manager of MSN Europe.

Geoff Sutton, General Manager saying:
"All consumers now create and share their own content so they want
an experience which is not just the broadcast model where they get fed
information, they want to be involved and engages so MSN is moving absolutely
into that space with the social portal where consumers can read the content
they want, view the content they want and watch videos but also engage with
it."

  As part of the revamp,  Microsoft is announcing that a wider roll out of
MSN reporter which already exists in The Netherlands.  Its a social news
website that allows users to rate and share articles.  Will consumers dig this
new offering from MSN when there's already a similar service with a proven
track record?

  Nick Thomas is a European media analyst at Jupiter research. 

 Nick Thomas,  European Media Analyst, Jupiter Research saying

"They were talking about the social tools today and they were also
talking about Messenger TV which is using, incorporating TV clips into
messenger and allowing users to share it with their friends and probably
that's a more important tool in the long run for MSN for engaging and becoming
more of a social portal which is their intention."

  Sutton argues that the new social portal is already achieving something
that social networks have so far been unable to do - that is to offer a clear
and compelling ad model.

Geoff Sutton, General Manager saying:
"..because it's not the wild west.  It's not people doing anything
they want to do. It's a more controlled environment. We can work very closely
with advertisers to help them build the community that they
want."

  Microsoft is making the right noises.  It's now up to users to rate the
company's efforts through their online activities. 

  Matt Cowan, Reuters