 Here the collection of products and related applications in adjacent markets combined with announcements of as-yet-not-available products, attempt to "overhang" the IP PBX market, slowing down the growth of the market, forcing the players to consider the implications and adjust, encouraging customers to think about what Microsoft can bring to the market, giving Microsoft engineering the time to catch up with product.The empirical evidence suggests this technique is effective since it continues to be used as a marketing tactic by major players that are slower to respond to the high growth of adjacent markets that are rapidly emerging.As the high technology industry continues to consolidate, "market overhang" is likely to continue as a mechanism for marketers to 'shape' emerging segments.