Microsoft was preparing to launch its new Internet Explorer browser to compete with Netscape Navigator, which had about 60% of the browser market share in late 1994. Microsoft debated whether to target its marketing at OEMs or end-users, and whether advertising should attract new customers or steal customers from competitors. Key issues included how to gain market share through retaining existing customers or stealing customers from rivals, as the browser and Internet markets were expected to rapidly grow in coming years.