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Sunday, March 29, 2009

Microsoft’s Plan to be Riskier than Google in Search!

Posted by @ 11:53 pm

microsoft-search-riskIt seems that Microsoft is quite happy with its “underdog” status when it comes to search engine market share.

Two separate Microsoft employees have recently talked up their third-place position in the search engine market, happily letting Google take the number one position.

I know what you’re thinking, this sounds a little crazy! Who in their right mind would just sit back and let Google run all over them? Well, as crazy as it sounds the theory makes a little bit of sense.

Microsoft CEO, Steve Ballmer recently spoke to Bloomberg where he explained Microsoft’s position on search.

Google does have to be all things to all people. Our search does not need to be all things to all people.

Live Search General Manager, Mike Nichols backed up Ballmer’s comments when he was interviewed by

…Google suffers from the innovator’s dilemma. To a degree, every change they make to their search engine has a potential revenue implication for them. In our particular case, we, of course, care about revenue as well, but we’re not in the market position they are in. We are in a position where we can be a bit riskier.

So does this mean that Microsoft is becoming a little more risky with their search strategy? Perhaps the introduction of the Kumo search engine is just the tip of the iceberg.

Microsoft still seems to be firmly vying for more market share, but at the same time is realistic of Google’s stranglehold.

When asked about Microsoft’s search engine market share being at a lowly 8%, Ballmer said “Eight doesn’t have to go to sixty, Eight to sixty – whew that’s hard. Eight has got to go to ten. It’s got to go to twelve, got to go to 15, 18, 20.”

To be honest, I think this is just a lot talk from Ballmer and Nichols, trying to play down the lack of search engine success of late from Microsoft. But I guess if this “risky strategy” works in increasing their market share then good luck to them.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

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