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Microsoft Is Keen to Increase Bing’s Share in the Search Market

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Bing is steadily increasing its market share

Previously, we discussed Microsoft’s (MSFT) initiatives in the gaming, virtual reality, and augmented reality space. Let’s see how Microsoft is doing in the search space with Bing.

According to Mediapost, Bing powers 14 billion monthly searches globally. If recent reports are considered, Bing is making its presence felt slowly and steadily.

comScore is a cross-platform measurement company that releases a monthly analysis of the US desktop search marketplace. comScore’s February 2016 analysis shows that Google (GOOG) (GOOGL) continues to dominate the US desktop search space with a 64% market share, as the above chart shows.

Though Google is the largest player, Bing is slowly and steadily making its way in the search space. In February 2016, Bing managed to capture 21.4% of market share, up from 21.1% in December 2015. Bing is followed by Yahoo!, Ask.com, and AOL (AOL).

Apart from Google, Bing is the only search engine that has managed to post growth in its market share between December 2015 and February 2016.

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Bing partnerships

Apart from its strategic acquisitions, Microsoft is known for its partnerships. To power its Bing search engine, Microsoft has announced partnerships with AOL, AppNexus, and Yahoo! Microsoft is in a multiyear partnership with Yahoo! that involves a substantial portion of Yahoo!’s search engine being powered by Bing.

Microsoft intends to keep a harmonious partnership with Yahoo! It’s very likely that Microsoft’s inherent interest in pushing Bing’s continued partnership with Yahoo! is making the company act as an intermediary in facilitating Yahoo!’s sale.

According to the Wall Street Journal, April 11, 2016, is the date set by Yahoo! to seek bids for its core business from buyers. Yahoo!’s core business doesn’t include China-based (FXI) e-commerce company Alibaba Group’s (BABA) assets or a stake in Yahoo! Japan (EWJ).

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