14 DAY TRIAL // It looks like Microsoft plans to expand some of its most successful Bing services that are now exclusively available in the United States, internationally. The term “successful” is relative for Bing services given the fact that Windows Phone market share it's so low in the US.
Apparently, Microsoft's new CEO, Satya Nadella thinks it would be wise to make these Bing services available in other countries than United States as well.
That makes perfect sense given the fact that Windows Phone has the biggest market share in Europe and the United States did not prove such a gold mine for Microsoft when it comes to its mobile operating system.
Services like Bing Rewards, Bing Vision, Bing Search and Maps could be brought to other territories beginning this year or the next.
The information is confirmed by a recent job application posted at Microsoft Careers, which provides more than enough details on the company's new strategy for Bing:
“Role Purpose: Bing is embarking on the most ambitious geographic and product expansion in its history. International is now front and center at Bing. ASG is charged to make Bing a quality product in 75 markets around the world, driven by the needs of Microsoft’s core products and global strategic alliances – Windows 8, Windows Phone, Xbox, Nokia, Yahoo and others. If getting on the ground floor in this great adventure sounds appealing, this role is for you.”
Unfortunately, it might be too late to enter a market where Google is the king. The search giant has the most refined services for mobile phone users, even though some have started to hate Google's services due to the lack of competition.
All those years when Microsoft was proud to have its Bing services available to Windows Phone users in the United States, Google was expanding its services for Android platform worldwide and improve them continuously.
It will be very hard for Microsoft to monetize Bing in regions where it was missing for years. The Redmond company's lack of vision regarding mobile phone services puts it in the awkward position to fight with it's own strategy.
Bing services are no match for Google's at the global level and it will probably never will unless Microsoft plays it aggressively and manages to sign lots of partnerships in local markets with key players in the market.
Luckily, this seems to be Microsoft's strategy for global expansion as well: “For the EMEA markets, you will drive and execute strategic partnerships and tactical deals in key search distribution and content areas (which may include local, shopping, entertainment, music, books, video, social, news and apps), for the web, mobile/tablets, Xbox and other devices. This is a great opportunity to exercise and further hone your strategic, analytical, negotiation and relationship building skills, and grow your career at Microsoft.”
The biggest advantage of Microsoft of make people use Bing services in Europe and other regions is Cortana. But the intelligent personal assistant will not be released in many countries until next year.
On the other hand Microsoft mentions the initial expansion of its Bing services will take place in only 75 markets around the world. While this is a fine number for the start, lots of Windows Phone users will still be skipped from the initial rollout.
Let's just hope the implementation will be less of a trial and error process and Microsoft will get it right faster than we anticipate, though the company has a huge amount of work in bringing these Bing services to consumers in the next couple of years.