So I have been using the new Bing service for a few days. There is a lot of industry hype around it and you just know that one of these days Microsoft will get it right and take some share away from Google in the search marketplace. Right? Click here to try it.
Bing looks pretty and different. Its navigation is new and it has been working/scaling well now in terms of performance and it is seems to be pretty fast. Bing is trying to differentiate itself with its UI with its verticalization of some key channels such as Travel and Shopping and the way it surfaces photos.
My verdict: It is good not great. I have so much muscle memory around Google that I won’t change out my habits for Bing.
So this raises an interesting question. If Microsoft can’t make a dent into Google’s lead - Yahoo can’t either - and consumer’s habits are pretty much set, does this mean it is game over?
I think Google - as I have noted in the past - has won this round with dominance. It is game, set and match. Has been now for 5 years.
Competitors may be able to take a bit of share which is a good business proposition from each other or from Google but it won’t amount to much as Google has by most counts about 70 percent overall share. It is good enough and comfortable enough. They have done a little less evil to consumers that we don’t mind them being ultra successful built on our clicks.
Google has such a long tail of advertisers and such a huge lead in data warehouse info to keep refining their algorithms that no one will be able to catch up.
So what to do?
Certainly we must learn from Google. Simplicity of design is key. Speed is key. Light touch is key. Being non intrusive is key as is being trusted. I don’t think anyone loves Google anymore. I think they have emerged as a power utility-like company. Like oxygen, we are used to it. They actually look like Microsoft now in terms of their share and their comfortable lead and economics.
And using massive scale across the web to find data that is usable for the benefit of a consumer AND an advertiser is also the ticket to success. Google is special because they do good for consumers and for advertisers at the same time. They have created a perfect circle of success.
So maybe it isn’t worth trying to win in search anymore?
Maybe the industry has to peck away at Google’s lead with specialization and innovation?
Focus on people search? Focus on video search? Leverage large amounts of data from a different source to re-purpose and target search terms?
Make search work better within social networking?
Create a next generation metaphor for what search is all about?
It is ironic that in this most innovative and rock ‘n roll of industries that a grey and blue box for search has won out and defined a generation. It has taken the lion’s share of revenues and profits from the industry and built one of the world’s most successful companies. And it has fended off the best of competitors. It is very counterintuitive and magical at the same time, isn’t it?
Check out Bing. Use it a bit. Give Microsoft some credit for trying something new. It is a good product and service. It just isn’t so radically better that you say “Aha! I have to use this instead of Google.”
Tags: Bing, Google, Microsoft, Ted Leonsis, Ted's Take
The Cashback feature of Bing that lets you earn cash for purchases made using Bing is quite nice though.
Of course Microsoft is coming into the market WAYYYYYYY too late.
Even if their product was stupendous it simply isn’t possible for Microsoft to grab a decent share of the search market.
Same thing goes for the Zune. iPod is again too established for Microsoft to compete with.
I like Bing; I find it friendly enough that I switched to it. Now if I can only find a plugin that allows me to get rid of those pesky “Ads by Google.” I hate them; they are everywhere, and it’s tiring to see them.