Microsoft Investing Big in Search, or Are They?

PC World and Ad Age both had articles about Bill Gates’ description of Microsoft and the battle for search.  No surprise that Microsoft is gunning big for Google, and I’d love to know what technologies they think are going to define the next generation of search.  (Besides the word “semantic,” of course.) 

Sadly, no such coverage. While confirming that Gates talked about “new search technologies and future ideas,” both articles swooned over the cash back business model that Microsoft came up with.  Wasn’t that a business model before the .com crash? There were (now dead) companies giving away computers, equity and cash as rewards for traffic. So, good for Microsoft for showing up with a 10 year old idea.  I’m sure it will work out fine for them.

But here’s my real question: What are they doing about search?  People talk about ad serving platforms and keyword management tools as “search,” but they aren’t.  What Microsoft is doing is a business model.  Not a search technology.  The way these articles spin it, Microsoft isn’t even competing on search technology. 

Gates is definitely on the bandwagon that the current approach will be replaced by more intelligence, and semantic approaches.  But does he think that they can out develop Google in this regard? Or is the Microsoft strategy to throw money at the problem? 

 

 

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