Has Microsoft conceded defeat to Google in the search marketing industry?
“Our ambition should be to rule ourselves, the true kingdom for each one of us; and true progress is to know more, and be more, and to do more”. So reads a direct quote from the flamboyant and somewhat erratic Victorian Author, Oscar Wilde, who clearly saw desire for improvement and the acquisition of knowledge as the cornerstones to success during life.
Whilst Microsoft can certainly not be accused of having a lack of ambition – the company having a global revenue of over $77 billion dollars and a strong market share in the computing, Smartphone, video console and tech industries – it can be argued that the company’s flagship search branch, Bing, has been plunged into a crisis of confidence after continually suffering heavy market defeats at the hands of the industry king Google.
It is from this contextual background that Stefan Weitz, Microsoft’s Director of Search conceded this week that Bing’s chances of posing any real threat to Google’s unwavering dominance in the search market share are highly slim, emphatically identifying that the company no longer see’s itself being able to challenge the American multi-national when it comes to dominating the pure search market.
Speaking at a web summit conference in Ireland, Weitz highlighted that Bing wanted to begin focusing their efforts of integrating its search innovations into their mobile apps and various other day-to-day items that individuals use.
“It’s unlikely we’re going to take share in [the pure search] space, but in machine learning, natural language search… and how we can make search more part of living. For us, it’s less about Bing.com, though that’s still important. It’s really about how we can instead weave the tech into things you’re already doing”, Weitz said.
“For pure keyword search, we’re around 30 per cent in the US, not so much in Europe. But search in different areas of life? That mix is to be determined. I’m committed to making sure we have our fair share of search in the future”, he added.
30%? Weitz would have had to have journeyed deep into the imaginative figments of his own mind in order to find any source which posits such a fallacy to be true. Reader’s should disregard this figure immediately because if Bing truly had 30% of the market share in the U.S, then there would be no cause for concern for the organisation and this article would not exist. The truth of the matter is that the 30% figure Weitz quoted actually represented the combined market share for both Bing and Yahoo, which attains its organic search results from Bing. As highlighted by a Comms study report released in September, Google have got closer to 70% of the market share in the U.S whilst Yahoo and Bing both fall under 30%.
Weitz’s remarks can either been seen as an official surrender by Bing to the unstoppable enemy of Google, or simply a display of a realist who is conceding what everybody all knows, but Bing have been unable to publically confess. The fact of the matter is that Bing are making these remarks despite the reality that they have actually enjoyed an upturn in their market share recently –albeit at the expense of Yahoo and not Google – and their pessimism seems to simply convey the desperation they have been plunged into after being shut out completely from dominating their sphere since the beginning of their endeavours. For if success comes from knowing more, being more and doing more, then Bing will be asking themselves what more they can do to become more competitive in the market, because how are you suppose to outstrip Google when it comes to upholding these virtues?