• The way to approach this is to ask: why didn't Microsoft Bing succeed? There are three main reasons.
  • To convince users to switch away from a very good product like Google, you don't need to be just a little bit better, you need to be a lot better. Users aren't looking for an alternative, so if your competing product isn't clearly much better, they won't even bother trying it. Microsoft was able to partially overcome this disadvantage by making Bing the default in Internet Explorer.
  • Making a search engine work well requires lots of data on what users are searching for, which results they'll click on, and more. Any challenger is at an instant disadvantage to the market leader. Leveraging the advantage of their partial success in #1, Microsoft was able to get enough data to do well in most queries, though they never caught all the way up.
  • Microsoft had to copy every important feature of Google just to catch up. Meanwhile Google kept innovating. And any cool ideas Microsoft came up with, Google copied.
  • Microsoft actually had a great idea: Bing wouldn't just find information, it would help you make decisions. The tagline was “Bing and decide”. They focused on returning information rather than links. People loved it. Google copied it and did it better.
  • In the end, Microsoft claims to have captured 30% of the search market , which is really not that bad. They break even on Bing, excluding the billions they lost on it in its early years. Bing technology also powers parts of Azure. But they didn't beat Google

Post a Comment