Microsoft is not new in consumer security market, first it start with Windows Live OneCare and it was commercial product and a good one with good protection service. Then provide users with free version of Microsoft Security Essentials , which users have to install it manually but it was free . However in Windows 8 and Windows 10, endpoint security already build into Windows and it is Windows Defender.
Windows Defender and Microsoft System Center Endpoint Protection (which is enterprise Anti-Malware) have same scanning engine and there are many companies who trust on System Center Endpoint Protection. There are other Anti-Malware protection for enterprise like Windows Intune Endpoint Protection and in Windows 10, users could use System Center to manage Windows Defender inside Windows 10. Basically, Microsoft Anti-Malware technology is powerful enough that companies decide to trust it as their main Anti-Malware solution. You could see it from people who are using Windows Defender and they would say it is super cool and powerful.
The main target of Mcirosoft is to make sure all version of Windows operating systems are being protected with Anti-Malware software and if they want to use third-party Anti-Malware products, then they could do it and it will disable Windows Defender. Other Anti-Malware products could still continue their business as there are users who prefers third-party products like for example, Microsoft main Anti-Malware support is Microsoft Answer forums, while other Anti-Malware have option for chat and phone support. Sometimes, they might be regulation within country that they need to use their own local Anti-Malware technologies for government companies. Some users just select third-party Anti-Malware products , because they might like some of their services.
However, from experience Microsoft Anti-Malware product doing great job both in consumer and industry.
