This IDC Market Note discusses Avanade and its increasing focus on advisory services. "Avanade is still seen as a pool of implementation skills that Accenture can call on when its engagements require a strong Microsoft element. While that's an important part of Avanade's charter, the company is more than that," said Douglas Hayward, associate vice president, IDC. "The midmarket segment client is an area where Accenture traditionally has low traction; if Avanade can make its own way among Microsoft-heavy clients in the Global 2000 segment, it can bring a lot of new value to its majority owner. But Avanade's differentiation from Accenture needs to be clearer." Avanade needs to raise its profile — for example, by highlighting its direct clients' successes.