Microsoft and Google Declare War

On Thursday, May 28, 2009 Microsoft and Google officially declared war.

Microsoft announced Bing their new search initiative competing directly with Google’s core business.

Google announced Wave: a new product, platform and protocol that re-imagine communication and collaboration in the cloud.  It has grand ambitions that includes a direct assault on Microsoft’s core business of office communication and collaboration.

Initial reviews of Bing by industry insiders suggest it is competitive with Google’s search and offers some interesting features.  Most also believe these features and function won’t be sufficient by themselves to overcome people’s entrenched familiarity with Google.  Microsoft has anticipated this challenge by also announcing a massive advertising campaign to get people to try their new offering.

Microsoft is betting that search has matured, even becoming something of a commodity.  As such, by offering a comparable product they are able to shift the battle-field to a marketing and branding effort.  This MO is consistent with Microsoft history.  They have never been a first mover or an innovator.  They are an exploiter – a very determined one with deep pockets and patience.  And arguably, Bing is their ‘3rd generation’ of search engine (MSN and Live being the prior 2) — and it took them three tries to ‘get it right’ with Windows.  It will be interesting to see if they can finally grow their market share in search.

Google is not standing still on search – they continue to announce new search offerings at a heady pace.  It’s clear they intend to seriously defend their core business of search.  This highly profitable business is what allows them to make all their other big bets.

And Wave feels like a big bet.  It redefines how people communicate and collaborate.  This directly challenge’s Microsofts traditional paradigm of a ‘computer on every desktop’ in which that desktop computer is the primary repository of one’s information.  In Google’s cloud based future the desktop computer becomes irrelevant.  It people shift to the cloud, it represents a huge threat to Microsoft’s ability to license software stacks running on each of those computers.

Google has made many previous guerrilla attacks with products like Gmail and Google Docs.  But these are really just cloud based implementations of traditional paradigms.  Wave on the other hand is a full frontal assault because it encompasses not only these traditional means of communication and collaboration but also extends to include blogging, micro-blogging (Twitter) and activities currently associated with social networks.

It’s unusual for Google to announce such a grand product in such a relatively immature state.  The timing seems chosen to steal some of Microsoft’s Bing noise.  But it is a grand enough vision that Google will need help from legions of developers to make it happen   It is those legions who are the foot-soldiers in this battle – and they are mercenaries who will go where they see the biggest opportunity.

This battle is going to be played out over many years.  But we’ll likely look back and see these two announcements as a significant milestone in the struggle.

Advertisements

0 Responses to “Microsoft and Google Declare War”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s





%d bloggers like this: