There are various reports that Microsoft is looking to spend between $80 and $100 million to try and gain market share in the search arena from Google and Yahoo. My initial thoughts were is this not a similar (albeit larger) attempt to gain market share like IAC (ASK.com tries to do with their infamous ASK TV commercials) a while back?
What else can Microsoft do?
We know that they have been working on improving their Search product for a long time, so we may just be in for a fantastic new product providing that there is some innovation there. As Danny Sullivan pointed out, Microsoft is testing new search ideas with its own employees. However are we not missing one thing here? Yeah what about the user? Regardless, one could say this is a waste of money for Microsoft, but if their new campaign, which will cost close to a $100 million and will consist of ads online, TV, print and radio, can do what they envision, Microsoft hopes to obtain market share from Google and Yahoo. Personally I would be surprised if this happens, but then again stranger things have happened in the online world over the past ten years.
- they have failed to make a mark with their Search product
- they failed to acquire Yahoo's Search service
- they have failed to brand and re-brand their Search product (which we have mentioned on numerous occasions) MSN --> Windows Live --> Live Search --> Microsoft Search --> Kumo etc.
Labels: Kumo, Microsoft Search