Microsoft and Google’s Coming Search Battle

The next warfront is Search. As Google has all but conquered the new territory, Microsoft is readying an assault not unlike the one it did against Netscape. has more:

Microsoft may use some familiar tactics in the search market, most notably by integrating and distributing the technology throughout its many products and services. The company could, for example, embed connections to related Microsoft search and mapping functions directly into Word documents or Web sites built with Windows development tools.

The goal is vintage Microsoft: Keep customers within the Windows universe; build demand through popular functions such as search; and bypass the need for services from competitors. This strategy, in theory, will give consumers more incentive to buy Windows software and use Microsoft services, while taking away revenue that Google receives for search results.

If Microsoft holds true to form, signs of its custom search engine will soon proliferate. As the company proved with browsers, media players and so many other products, it has myriad distribution points at its disposal and can exploit them at will to increase usage and market share. Already, sources close to the company say that it plans to incorporate a search toolbar into the Internet Explorer browser that will use MSN’s new engine.

It is not going to an easy battle for Microsoft. Google is a smart competitor, and seemingly has a very strong position in the search business. Interesting to see how this shapes up.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.