Microsoft says Bing will span multiple device searches

Beijing time on January 14 morning news, Microsoft Bing Chief Marketing Officer Mike · Mike Nickols (Mike Nickols) said that Microsoft did not deliberately focus on the desktop field, but in the effort to develop can span a variety of The search engine for the device. The reason for the temporary emphasis on the desktop market is due to algorithmic and financial considerations.

Microsoft seems to have missed another major trend. According to the latest data from comScore, the US Internet traffic monitoring agency, the nationwide desktop search volume has fallen for four consecutive quarters. Macquarie Securities analyst Ben & Middot; Ben Schachter predicts that by the end of this year, mobile search will account for 25% to 30% of the total search.

Compared with Google, which has a market share of 90%, Microsoft's Bing search engine is almost invisible in the mobile search market. In the desktop market, the share of the two is 66.7% and 16.3% respectively.

At the moment when mobile search is rapidly emerging, why is Microsoft investing so much effort in developing desktop search business? When Microsoft changed its search engine brand in 2009, the iPhone has been on the market for two years, and mobile search is clearly an important business. If Microsoft focused on developing mobile search at the time, it may have gained a strong position and successfully prevented Google from shifting its dominant position in the desktop market to the mobile space.

But Microsoft executives say the idea is stupid. Nickels said that Microsoft has never deliberately invested more resources in the desktop search field. The company has been focused on creating great products that are compatible with a wide range of devices, including traditional PCs, mobile phones, Xbox and tablets.

Microsoft's pursuit of a larger share of the desktop is due to algorithmic and financial considerations. But this does not mean that Microsoft is not actively exploring new solutions in the mobile market. “We need enough data to improve the algorithm. "In addition to this, there must be enough advertising market to support a business." “No matter which one, the desktop market is more dominant. ”

But that doesn't mean Microsoft is only focusing on the desktop market. He said: "We have been investing in a program to develop search services that span multiple devices. If you use Windows Phone 8 or Windows or Xobx, you get a different search experience. & rdquo; He also pointed out: "We have landed on the iPad, iPhone and Android. ”

With these new devices, Microsoft is exploring other search features.

“ Take the two emerging areas of Xbox or TV. & rdquo; Nickels said, "We will let Bing play music and ask who the actress is?" We have developed a completely different user interface. We used voice search and can take photos. If you see the French menu, just take this menu and you can translate it on your mobile phone. This is a search issue. This is not what I imagined, but it is really there. ”

However, despite Microsoft's desire to develop unique products, it still lags behind Google. Part of the reason for this is that Google has an Android operating system and is still the default search engine for the iPhone. Nickels said that with the expansion of Windows 8 and Windows Phone, Bing will also gain market share.

But if you want to beat Google, Microsoft needs to use some other weapons. Nickels also agrees with this view to some extent. He said: "Now, it's early to think about the difference between search on mobile or TV, and it's very interesting. I am not sure if someone has overcome this difficulty. “

If Microsoft wants Bing to be close to Google in this business, Nickels and his team must overcome this difficulty