The 11 new jobs that Microsoft announced at its Reno operation last week might be the harbinger of something bigger.

After all, the company launched its licensing operation in Reno with only 40 employees in 1997. Today, the Microsoft Licensing GP office employs 250 fulltime Microsoft staff and nearly 400 additional contract workers.

The new jobs come as Microsoft launches another self-sustaining business — its Online Services Operations Group— in Reno.

The business provides back-office support to Microsoft’s advertising sales business, which includes online display advertising as well as search-engine advertising on its new Bing service.

Mary Ellen Smith, general manager of Microsoft Licensing GP, wouldn’t make firm predictions last week about the potential for the new business to grow and add employment.

But she noted that the initial small cadre of employees includes functions such as human resources that will be needed as the business grows.

“It’s big. And the ground floor is wide open,” Microsoft says in recruitment ads for the online services operations group.

The ads also call the new group a “critical piece of Microsoft’s future.” Among the positions that the company has been filling are those of transactions analysts, financial analysts and business analysts.

Microsoft Licensing GP in Reno handles support of licensing agreements with business customers and other organizations in North and South America.

A company Web site says the licensing company has managed nearly $30 billion in annual revenue.

Smith said Microsoft Licensing’s staff has developed excellent skills at handling transactions with customers, and the new Online Services Operations Group is expected to build on the skills developed by the licensing team.

“We take a lot of pride in what we do,” she said. “We focus on operational excellence.”

Chuck Alvey, president and chief executive officer of the Economic Development Authority of Western Nevada, noted that the jobs at Microsoft fit EDAWN’s goal of attracting high-pay, high-skill jobs to the region.

“It’s hard to believe Microsoft Licensing has been doing business in Reno for 12 years, and anytime a global company like Microsoft Licensing does well, our entire community benefits,” said Alvey. “They’re a vital part of our community’s economic well being.”

He noted that the skills of Microsoft employees in Reno range from financial services to advanced logistics.