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Microsoft Corporation (MSFT) Gives a Choice to Google Inc (GOOGL) Users

microsoft corporation Google Inc Nadella

Microsoft Corporation is taking its battle against Google quite seriously, and the latest attack by the firm is launching Cortana for Android as was promised by it earlier this year. The beta version of the digital personal assistant for Android was released yesterday, Microsoft announced. Cortana has been one of the key selling features of the Windows platform for some time now.

microsoft corporation Google Inc Nadella

Cortana to push Bing among Android users

Microsoft    CEO, Satya Nadella devised the ‘cloud first, mobile first’ strategy, so such a move had to come naturally. Web searches will be made simpler as the access to Bing becomes easier with Cortana. Not only this, access to personal information and working on cloud-based tasks across various machines also becomes easier. The users will be able to set a mix of alarms and reminders quite easily, the tech firm said in a blog post.

Cortana’s search feature is the key to Microsoft. Search is the driving force behind the modern internet. Several companies advertise around search, and it acts as a key income stream for many firms of which Microsoft is one. The higher the number of search queries processed by Microsoft, better it will be for its bottom line.

Microsoft’s success lies in weakening of Google , and it’s possible only if it is able to attract more Android users to use Cortana for search. Complete integration with Android devices has yet to be achieved by Cortana. Though the Android device users can set up the launch of Cortana with the home key, but voice command “Hey Cortana!” is still yet to be integrated.

Microsoft targeting Google search

Microsoft   is targeting search and Android users in its war with Google. It recently entered into a 10-year deal with AOL, which is among the biggest web portals, to replace Google  as the search engine, for Bing.

In return, the display, mobile and video ad sales for all of Microsoft’s properties that include MSN, Xbox and Outlook will now be handled by AOL in top nine global markets i.e. the U.S., Canada, the U.K., Spain, Brazil, France, Japan, Italy, and Germany.

The terms of the deal such as how the ad revenue be split between the two and how the transfer of money between the two will take place is not known for now. The deal will come into effect beginning January 1, 2016.

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Aman is MBA (Finance) with an experience on both marketing and Finance side. He has work as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, playing PC games and cricket.

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