Should Google be worried? Microsoft has lost a cumulative $7bn in its online business over the past decade, but has finally done something right – the software company has chosen to play a different game. The relaunch of its search engine under the new brand of Bing this month was slightly muffed by announcing the product before the site was entirely ready for the attention drawn by a $100m marketing blitz. But by trying a new tack – improving the overall user experience rather than the technical quality of its search engineering – Microsoft may have found a way to inch up its market share.
谷歌(Google)应该感到忧虑吗？过去10年间，微软(Microsoft)在线业务累计亏损70亿美元，但这家软件公司最终做出了正确决定——选择换个游戏玩玩。以新品牌“必应”(Bing)重新推出的搜索引擎本月出现小小失误——在网站完全准备好迎接1亿美元营销攻势引起的市场关注前，就发布了新产品。但通过尝试新策略——改善整体用户体验，而不只是搜索引擎的技术质量——微软或许已经找到了扩大市场份额的方式。