Search Wars: The Empire Strikes Back

Search-Wars-Logo-e1421429928227We have all been bystanders as the tech giants duke it out in various arenas. Microsoft won the battle for the desktop, Google won search, Apple won the device war, and the phone war continues. The supremacy enjoyed by Google in search has been so strong for so long that we have all stopped talking about it, except as a possible cause of anti-trust law suits. That could be changing, and the cause might well be Windows 10.

Microsoft has had the Bing search platform for a good while now, but it’s only loosely integrated with their other products. It was once terrible; now it’s pretty good. In most cases, it’s just about indistinguishable from Google, and has clawed its way to about 20% of the overall U.S. search market. However, those clever guys over in the Evil Empire of Microsoft have plans.

In the new Windows 10 version (which is officially released today), Microsoft has wrapped search around all of its components. Irrespective of what you may be looking for, whether on your PC, in your Outlook or anywhere on the web, Windows 10 will be able to give you an answer without you ever leaving the Windows environment.  Since that environment is to be found on something like 93% of all desktops, that must be a little worrying to our good friends at Google. In addition, the new Windows browser is supposed to be lightning fast. The start bar is back, their digital assistant is impressive, and all in all, what I’ve seen looks both modern and very usable.

I’ve put in for the free upgrade, and I’ll know more once I get my eager little hands on it. However, if I’m rattling around on my Windows desktop using mostly Windows programs, I might not be bothered to go open a Chrome browser just to search on Google. Of course, there will be an adoption curve. There is still a measurable number of Windows 3.1 users, but if the Windows 10 search is as good as it looks, this is going to hurt Google’s search market share, and it will once again be game on in Search Wars. I’m getting popcorn; want some?

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