The Bing Listicle: Bing Search Strategy

July 8, 2015

I noted a slide show designed to pump up page views for eWeek. Navigate to “What the Bing Search Engine Brings to Microsoft’s Web Strategy.” Prepare to be patient because the code used to display the content makes life interesting.

Strategy means the big picture. Tactics means changing the color of an item in the picture. Bing has been an interesting search engine. The team has had a bit of a revolving door. The spin of the door has sucked in Australian and Chinese search wizards. The Bing thing sold its map “business.” The Bing thing cut a deal with AOL to provide search and ads, a sure fire combination for improved relevance in search results.

The listicle hits a number of strategic points. I want to comment on three. Visit the original listicle for the remaining strategic gems.

Strategic Move 1: Apple and Microsoft have a search partnership. Now Apple is rumored to be poking around in the Web search space. The listicle asserts that “Apple, Microsoft Form Search Partnership.” I find this interesting. It may be tactical for Apple and strategic for Microsoft. If Apple creates a semi workable search system, will Apple continue to embrace the besieged Microsoft? My money is on Apple for a deal that helps out Apple until the deal no longer helps out Apple.

Strategic Move 2: Bing offers a rewards program. This is pay to play. If lots of people use rewards, will Microsoft find the offer untenable. My hunch is that this Rewards thing is like the annoying and now-dead Scroogle: A desperate tactic, not a strategic move.

Strategic Move 3: Bing is “handy on Microsoft hardware.” Okay, but I use Apple computers. The notion that Bing is baked into Windows 10 and Windows hardware seems to make sense. But I turn off the crazy Microsoft search functions and rely on third party tools. The strategic move is great for Microsoft internal pitches. The tactic is one that may annoy some folks who use Windows hardware and is essentially another tactic to make Bing zing. If Bing is so wonderful, what’s Microsoft doing with Fast Search technology and the Delve search? I would conclude there is no search strategy at Microsoft.

Stephen E Arnold, July 8, 2015

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