Microsoft launched its high-end ERP product, Dynamics AX 2012, on September 8 with a new “switchers’ campaign targeted at Lawson users.

Microsoft is launching yet another “switcher” program, aimed at grabbing users of a competitor’s products with incentives.

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This time around the product in which Microsoft is hoping to get customers interested is the newest version of its Dynamics AX ERP product, known as Dynamics AX 2012. Microsoft CEO Steve Ballmer is officially “launching” Dynamics AX 2012 today, September 8, via a Webcasted keynote address.

Microsoft is targeting Lawson customers with its new promotion. (ERP vendor Lawson was bought earlier this year by GGC Software Holdings, which is owned by Golden Gate Capital and Infor.) Between September 8, 2011, and June 22, 2012, Microsoft is offering customers with a Lawson S3 or M3 license a 50 percent license discount on Dynamics AX 2012. Partners also can receive a revenue credit for each Lawson-certified consultant that obtains Dynamics AX 2012 certification, Microsoft officials said.

Microsoft plans to add other competitors’ products to this Dynamics AX 2012 switchers campaign at some point, but officials didn’t have any names to provide today.

Microsoft actually made available to customers Dynamics AX 2012 as of August 2011. The latest release of its enterprise ERP suite includes “more than 1,000 new features and enhancements” across its core, according to a company fact sheet. The new release supports Office add-ins, enabling users to perform various productivity tasks in a more seamless way. It includes a new help system; built-in industry customizations (including the new public-sector ones); and more business-intelligence capabilities via SQL Server integration.  It also includes the ability for users to access optional Azure-based cloud services, including Rapid Start, Site, Payment and Commerce from inside the suite.

(For a list of lots of other Dyanmics AX 2012 focused resources, check out Softie Eric Ligman’s blog post.)

Dyanmics AX is one of four different Microsoft ERP suites. (The others include Dynamics GP, Dynamics SL and Dynamics NAV.) This calendar year has been a big one for Microsoft, in terms of ERP launches. And Microsoft officials have said they plan to make all four ERP lines available as cloud-hosted services, starting first with NAV in 2012.