Scott Anthony from Harvard Business has an interesting take on the Microsoft – Yahoo search tieup
Some pundits think that Microsoft should just admit it has decisively lost the search battle to Google. Instead, Microsoft is investing billions fighting against Google. Research suggests that trumping a powerful, well-resourced competitor in its core market is incredibly difficult.However, the search game is still in its infancy. While it is hard to see another company one-upping Google with superior search algorithms or better search-based advertising, today’s offerings are still pretty blunt instruments for information-seeking consumers or business-seeking advertisers.When you reframe the issue around advertising instead of search, the competitive lens shifts completely. After all, Google isn’t really a search company. It is a company that sells advertising, with search as a proven, effective way to drive advertising revenue. However, search-based advertising still doesn’t really get the advertising job done for companies who remain frustrated by their inability to precisely target and track their advertisement, or predictably run campaigns that achieve their business objectives.Through this lens, Microsoft’s basic strategy of investing heavily in new advertising technologies and acquiring means to capture eyeballs (in part through this deal with Yahoo!) makes sense. After all, Microsoft has the right resources and technological base to develop an integrated offering that perfects the still imperfect world of Internet advertising.Microsoft and Yahoo could use brute force to gain increasing share in today’s search market. The better alternative is to redefine the market. While Google has done a great job making the information that is already on the Internet accessible, most information still resides within people’s heads. If Microsoft and Yahoo could find a way to truly unlock the collective wisdom around sticky problems like healthcare, shopping, and education, they could have a huge business on their hands.