For a decade, Banyan's OS competitors, Novell and Microsoft, dismissed the utility of directory services. Consequently, VINES dominated what came to be called the "directory services" space from 1985 to 1995. While seeming to ignore VINES, Novell and eventually Microsoft—companies with a flat server or domain-based network model—came to realize the strategic value of directory services. With little warning, Novell went from playing down the value of directory services to announcing its own: NetWare Directory Services (NDS). Eventually, Novell changed "NDS" to mean Novell Directory Services, and then renamed that to eDirectory.