The software giant claims it will launch a new search engine that surpasses Google within the next six months.
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| Source: CNET |
According to Mr. Neil Holloway, president of Microsoft Europe, the Middle East, and Africa, with this new tool, Microsoft aims to outpace Google right in the United States. “The quality and relevant information will far exceed that of Google,” Holloway stated at the Reuters Global Technology, Telecommunications, and Media Summit.
However, what he did not mention is that high quality has never been enough to win the hearts and minds of users who are already accustomed to another service.
Microsoft has experienced this painful lesson once before when it tried everything to eliminate the Netscape browser and RealNetworks’ audio-visual software. The final strategy chosen was to integrate Windows Media Player into the Windows operating system, which was deemed a violation of antitrust laws by U.S. courts and the European Commission.
Yet, in the case of Google, Microsoft will not be able to “rewrite the script” simply because Google operates independently from Microsoft in the web world, unlike other applications that depend on Windows. In other words, Google is not easy prey for Microsoft at all.
Holloway indicated that Microsoft does not plan to integrate the new search engine into the upcoming operating system, Vista, which is expected to be released later this year to replace Windows XP. “Should we include a Google-style search tool that has double the quality in Windows? I bet if we do that, a company named Google won’t be happy,” he said.
Instead, Microsoft plans to embed this search tool into popular applications like Hotmail and Windows Messenger to create “seamless integration for users.”
The new search engine will first launch in the United States, followed by Europe and other regions. The total time for it to roll out globally will not exceed two years. Microsoft’s goal is to move beyond merely searching for URLs and instead focus on the specific information that internet users seek.
The ability to “deep dive” into searches is touted by Holloway as the greatest promise of Microsoft’s new search engine. For instance, those looking to buy a house will find a comprehensive list of homes within their price range and specific amenities. Web surfers will be able to discover a restaurant with the exact menu style they desire in a specific area, such as finding the best ethnic restaurant in Hanoi.
Of course, from now until that promise becomes a reality, it is unlikely to happen overnight.
Thien Y
