Microsoft’s Bing service has historically burdened the company as the less popular choice with consumers, forcing Redmond to rethink its strategy search. Back in 2011, Bing was costing Microsoft over $1B per quarter with seemingly little return, and investors were suggested either killing or selling the business.
Things have obviously been on the uptick since then, as Bing has recently captured 21% of the search market, according to a recent comScore report. While not exactly threatening Google’s 64% hold, it does represent positive gains for Microsoft, who has integrated Bing into many of the company’s other services. It seems to be paying off, as Bing has completely reversed its financial stance within the company, bringing in over $1B in in revenue according to Microsoft’s most recent earnings report.
This is likely a key result of Microsoft’s new Windows 10 upgrade, which reached over 100 million users in just a few months. Bing is the backend of Cortana, making the personal assistant smarter every day. It has been noted that the comScore figures don’t include mobile, which would likely give Google quite a boost. But with Bing also powering Apple’s Siri, and a recent update to it’s mobile apps, Microsoft is still putting up a good fight.
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