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Bing Entertains – Can Microsoft focus on one cohesive strategy PLEASE?
Posted By Grant Simmons On June 23, 2010 @ 11:41 am In Featured,News | 1 Comment
How do you compete with Google, without being Google?
You become more like Yahoo!
Today, Microsoft announced the addition of a very un-search-engine-like entertainment portal at http://www.bing.com/entertainment .
Rather than traditional Google simplicity, Bing’s entertainment page is much more reminiscent of the Yahoo! entertainment portal and is probably a good harbinger of what Microsoft is planning to launch to compete against Google’s market domination.
However, is this really what people want?
Bing said 76% of users polled “want one online destination for entertainment options to eliminate clutter,” and I concur. I’m just not certain that under the Bing brand is the best place for it to appear.
Microsoft appears to have a little schizophrenia about their offerings too.
Within the Bing Entertainment interface (and as the roll-in to the first video I watched), Bing is promoting “the new MSN” which, funny enough, *also* has an entertainment section!
Microsoft’s own users “want one online destination” so why offer two?
I certainly believe Microsoft’s domination of the desktop and browser via their operating system offers them a chance to dominate valuable and profitable verticals online, unfortunately this Bing addition illustrates the strategic difference between Apple, with a singular focus, and Microsoft, whose strategy appears to be “throw a lot against the wall, and see what sticks.”
Although I’m a big believer in trying new initiatives, Microsoft needs to focus to avoid consumer confusion.
After spending a massive amount of marketing dollars on the Bing brand, it would be prudent (and just plain intelligent) to support those efforts with a singular brand strategy and singular online destination.
Because, Microsoft… that’s exactly what 76% of your prospective audience really wants.
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URL to article: http://www.thesearchagents.com/2010/06/bing-entertains-can-microsoft-focus-on-one-cohesive-strategy-please/
URLs in this post:
 http://www.bing.com/entertainment: http://www.bing.com/entertainment
 Image: http://www.thesearchagents.com/wp-content/uploads/2010/06/SafariScreenSnapz076.jpg
 Image: http://www.thesearchagents.com/wp-content/uploads/2010/06/SafariScreenSnapz077.jpg
 Bing/Yahoo! to permit bids on trademark terms: http://www.thesearchagents.com/2011/02/bingyahoo-to-permit-bids-on-trademark-terms/
 Microsoft Announces New Quality Score in AdCenter: http://www.thesearchagents.com/2011/03/microsoft-announces-new-quality-score-in-adcenter/
 The Week We Searched For- October 15, 2010: http://www.thesearchagents.com/2010/10/the-week-we-searched-for-october-15-2010/
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