Microsoft's Bing turns up the heat in war with Google

Bing's new features will push Google to respond with its own innovations, say analysts

Microsoft fired another salvo as its battle against Google for search turf heated up this week.

Tuesday, Microsoft unveiled new features aimed at making Bing more than just a search site. Bing was enhanced with an entertainment page that will let users watch TV shows, play games and listen to music -- all without leaving the Web site.

"This has become a full-on war . I'm not too sure it can get any hotter," said Rob Enderle, an analyst at Enderle Group. "Microsoft is trying to make Bing ever more capable. The goal is to get you to live within their search engine and not go to any other sites, certainly not Google. The more you can do with Bing, the less likely you are to wander someplace else like Google. It's textbook customer containment."

Microsoft is looking to significantly beef up Bing's handling of entertainment-related queries, an area that draws a lot of interest from users. The company also will be looking to increase its footprint with other "verticals," such as health, travel and shopping.

Microsoft's Bing could use a boost in its competition with long-dominant Google.

Despite Microsoft's hefty investment of time, R&D and advertising dollars, Bing hasn't made much of a dent in Google's search market share in the year that Bing has been on the market. Google has been hanging tough, grabbing more than 71% of all U.S. searches in April. That was a 2% increase over its numbers in March, according to a report from Hitwise, an online traffic monitor.

Bing, which is in third place behind Microsoft and Yahoo , saw its own numbers slip 2% in April, reaching a 9.43% share for the month.

"This week's move is a good one for Bing," said Dan Olds, an analyst at Gabriel Consulting Group. "I think these new features are good choices for their initial rollout, particularly the video search. With a single search, users can see pages of thumbnail videos that relate to their search terms. Plus, they can see the videos play without leaving the Bing page, which helps users sift through the results and find exactly what they want."

If Microsoft continues to innovate and execute well, it just might start chipping away at some of Google's substantial market lead, Olds said.

The analysts were in agreement that Bing's innovation will push Google to do the same. And that, they say, can only mean good things for users.

"Bing's design choices have already had a big impact on Google," said Hadley Reynolds, an analyst at market research firm IDC. "The most obvious is Google's belated introduction of a left rail similar to Bing's this past May, and their increasing integration of rich media and best bets into the interface. Now Bing is moving the goal post further with these June enhancements. I expect to see an ongoing series of changes to the core searcher experience from both Google and Microsoft continue through the next couple of years and spawn a counterpart competition in the mobile search experience."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags MicrosoftinternetGoogleNetworkingsearch enginese-commerceInternet SearchWeb 2.0 and Web Apps

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Sharon Gaudin

Computerworld (US)
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Bitdefender 2019

This Holiday Season, protect yourself and your loved ones with the best. Buy now for Holiday Savings!

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?