Switchfast Blog: The Future of IT
Microhoo a Year Later: Has the Search Alliance Changed the Industry?
Thursday, August 26, 2010 by Bryan Anderson
Back in July 2009, Microsoft and Yahoo made a pact to combine
their search engine business. We covered the implications of the merger - while Yahoo
benefits from using Bing's search power, many critics felt the
mutual agreement favored Microsoft's side since the company was, in
reality, inheriting Yahoo's market share. While the combination of
Microsoft and Yahoo was still a far cry from Google's vice grip, it
was a step in the direction of swaying advertisers and consumers
away from the behemoth of search engines.
Many consumers and online users begged the question: If Bing is
powering Yahoo, why even consider using Yahoo? Microsoft claimed
that search was "broken" and by introducing an
easier, attractive search experience they would ultimately reveal
to consumers that an alternative way to search was available.
While the battle for second place wages, Google's 60%+
market share seems like a difficult target for search companies.
This will not deter Microsoft from taking on the search giant, as
most expect the infamous software company to do. With Yahoo being
powered by Bing, here are some things to expect from the search
market over the next year:
Google will adjust to a market rival. It's been
a while since Google had any market competition. As Liane Cassavoy
points out on PCWorld.com, Microsoft "suffered when they
didn't have a rival spurring them on to bigger and better things."
Granted, Google has gone on to diversify its products and services,
but the search engine leader owes much of its success (and
finances) to the growth and stabilization of search.
Search engines will develop into distinct
experiences. One answer to the aforementioned question
(Why consider Yahoo?) is a matter of interface preference. Cassavoy
explains that some users just prefer Yahoo's streamlined results
page while others lean toward Bing's "direct-to-search" approach.
Similar to AOL.com, Yahoo's home page can be customized with
content before using any search function. In a sense, this targets
a different search "user" while sites like Google and Bing
concentrate on one-stop one-search page interfaces. Look for search
page (or search apps) to develop specific and targeted
experiences.
More power in branding search engines. There
was plenty of confusion when users read that "Yahoo is now using
Bing" - but there's been no confusion in the marketing dollars
Microsoft has put into ads for its new search product. Google may
have set the stage (quite possibly coining the word "Google" to
mean "search") but small startups are chomping at the bit for an
opportunity to present their next "Google" idea. In a world where
companies like Apple and Google target people instead of markets,
look for search engines to follow this route.
Mobile search will be a whole different playing
field. It makes sense that most users familiar with Google
products (and now Android OS smartphones) turn to Google to power
their searches. However, mobile search and location-based services
have been a priority for many small startups looking to break into
the mobile market. Companies like Foursquare or Gowalla focus on
providing a fun, personalized experience while providing marketable
opportunities for location-specific companies. Google may have a
first step with Google Maps, Google Goggles, and Google Navigation,
but it won't be long before new users discover customized
applications and services based on their activity and needs.
The word "search" will merge with the definition of
"locate". The word search has become synonymous with
general or approximate exploration for answers. As mountains of
data pour in via consumer interaction, businesses will utilize and
implement targeted "location" engines in order to answer the
"What's the answer" and "Where can I get it now" questions. The
integration of social data will influence the "Is this a quality
answer" question.
Until next time -
Matthew Hymel
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