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Microsoft’s Bing to Rival Google With Decision-Making |
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Microsoft’s Bing to Rival Google With Decision-Making
June 26th 2009
Microsoft Corp. said its Bing search Web site is being developed to break Google Inc.’s dominance by helping users make decisions from queries instead of providing links to indexed pages.
The site, introduced this month, increased its share of U.S. search results to 12.1 percent as of June 12, according to research firm ComScore Inc. Scott Howe, Microsoft’s vice president for advertising and publishing, described Bing during an interview as a “decision-making” site rather than a so- called search engine.
Bing is “mission-critical,” Steve Ballmer, Microsoft’s chief executive officer, said today in a speech at the conference. “I think a lot of people agree we’re showing a little bit of a different point of view,” he said.
Bing differs from its competitors by helping users make informed decisions, according to Howe. A search for low-cost airline tickets would return not only prices, but an indication of whether fares would rise or fall, plus links to restaurants, events and other attractions at the destination.
Even with Bing, Ballmer said he remains interested in a partnership with Yahoo! Inc., the No. 2 search engine. Microsoft sought to acquire Yahoo last year to help catch up with Google.
The technology in Bing may lure advertisers, Howe said. “When you look at Bing, the kind of matching technology we’re doing in search is the same kind of technology that advertisers are looking for in display,” he said.
Using Bing for search allows advertisers to improve their understanding of the intent behind users’ queries, Howe said.
WPP Plc, the world’s largest advertising company, announced today it will work with Microsoft to research brand building and search-engine marketing.
“I want every bid on every keyword that every advertiser in every part of the world would put on Google,” Ballmer said.
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