Bing It On

Microsoft faces off against Google in the War of the Search Engines.

Microsoft introduced a new search engine to the world wide web in June of 2009, dubbing it a “decision engine”. Microsoft succeeded in capturing a bit more market share at rival internet powerhouse Google’s expense, but still only made up under 13% of the market.

Microsoft has recently launched a Pepsi-esque campaign against Google by placing web searchers in a 5- round “blind” taste test if you will. Users type in a search and the results are displayed side by side with no ads or dead give-a-ways as to which engine’s results you’re seeing. You then select the results you like more.

I had always used and preferred Google (until switching to GoodSearch where half of the profits go to a charity of your choice), and generally stuck to that. As it is with soft drinks, when it comes to search engines there is a definite level of brand loyalty. The challenge at least gave me a chance to more objectively figure out which I liked more. I took the challenge and these were my results:

Google: 4, Bing: 1. Evidently, I'm still a Google man. Microsoft claims, however, that customers have picked Bing over Google 2 to 1. You can take the challenge here.

This campaign is an example of Microsoft responding to one of Porter’s 5 forces: Rivals. Microsoft has tried to differentiate itself from Google by providing smarter results that are less prone to irrelevancy. I have not particularly seen this to be very evident.

Though they haven’t posed a real threat to Google, they have made good decisions by switching from Windows Live search among other things. After all it’s easier to “Bing” something, than to “Windows Live Search” for it.