As if Microsoft needed more bad news in regards to its search business. As you are probably already aware of, Microsoft is not doing terribly great in the search market. After a huge marketing push and a $100 million advertising budget, Bing.com, failed to make much of an impact against Google. Google is still the 800-pound-gorilla in the global search market. And it doesn’t look like there will be any changes in that position anytime soon. While Bing is the favorite of many online publishers because it uses older technology and, as a result, it is easier to rank on Bing, Bing is quickly adopting some of Google’s changes. Be that as it may, it appears that Bing is only popular with web publishers and few other people.
It would feel at least to a very talented individual that you are spending the best years of your life trying to steer a ship that is not really going anywhere. Perhaps this is the reason why one of the big brains at Microsoft has abandoned ship and joined the enemy, Google. No other than Blaise Aguera y Arcas has defected to rival Google. This is a big blow to Microsoft because Aguera y Arcas played a major role in getting Bing off the ground. Playing devil’s advocate, maybe this is not that big of a deal for Microsoft, maybe, just like any other highly bureaucratized corporation, this would free up younger, more dynamic and more risk-taking minds at Microsoft to really get the space and the power they need to really take Bing to a whole new other level.
We’ll see how this pans out but Bing really, as it stands, is not going anywhere. It really needs to make some dramatic changes for it to crack Google’s near monopolistic hold on the global search market.