Why Google would not fight Bing head on?

When someone asks you to look for info most of the time you hear the expression ”Google it”. So much Google is associated with the concept of internet search that its name implies the search itself. Yet nowhere Google is seen attempting to dislodge Bing from the market. What is the reason?

Before answering the question, let us do a comparative narrative of the two search engines:

1. Market share: Google has on average 65% of the search engine market whereas Bing is around 7.5%. But its associate Yahoo provides much of the margin with 17.5% thereby making an overall 25% of the share

2. Brand name: Since starting in 1997 Google continues the same brand name and there is wider recognition of its name leading towards ready acceptance. In contrast Bing is the third generation brand which was previously known as Windows Live Search & MSN Search

3. Advanced features:  Google offers smart search & image search features that brings numerous results in vast range. It gives info on movies, weather, currency conversion, shopping and many items that both business and households look for. Bing is strong in its video search, entertainment, flight info and features that are distinct yet useful

4. Technology:  Google has user friendly interface with sophisticated but speedy delivery. Besides Google is fully integrated with the other line of products under its watch. Bing on the other hand does not provide seamless integration with Microsoft products. Neither it boasts high tech environment

5. Demography: Google attracts white colour young people who have fair knowledge of info technology and most of them are ready spenders. Bing brings in fairly older people who are less techy and most of them having blue colour jobs. However, it has saving grace in the form of children who like and use Bing more than Google

6. Coverage & reach: Google has global reach covering many countries and cultures except for the Asian Tigers:  China, Japan & South Korea along with Russia. Viewers of Bing are mainly concentrated in USA where it has 85% of the market. Significantly 80% of them use Microsoft Internet Explorer

It appears that Google is in much stronger position to thrash, Bing in a head-on fight. Yet business strategy of Google opts for healthy competition instead of going offensive. There are two reasons for this posture: first Bing is supported by the Microsoft Group that has immense financial muscle. Second and most significant one is that Bing has exceptional reserve power in the form of moving up-scale in short notice and undertake counter offensive as and when it is necessary.

 

Cheers!

 

Muthu Ashraff Rajulu

Business Strategist

Mobile: + 94 777 265677

E-mail:   cosmicgems@gmail.com

Blog:   Business Strategist