Microsoft wants to create a “super app” that will combine the messaging, shopping, web search and news platform in one app, in a clear attempt to outdo the Apple and Google app store platforms.
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According to today's report from The Information, Microsoft is in the early stages of building a “super app” at the behest of the company's CEO Satya Nadella. Nadella reportedly directed Microsoft teams to better integrate Bing, the company's search engine, into other services and applications such as Microsoft Teams and Outlook as the basis for a “super app.”
While it's unclear if Microsoft will eventually launch such an app, people familiar with the discussions say that CEO Satya Nadella laid the groundwork by pushing the Bing search engine to better interact with other Microsoft mobile products. For example, he commissioned Bing to be integrated with Microsoft's Teams messaging apps and Outlook email apps to make it easier for customers to share search results in messages. A Microsoft spokesperson did not comment on this article.
Microsoft is not a fully consumer-oriented company, and most of its business is in software and corporate sales. Microsoft has signaled a commitment to become more consumer-friendly by offering direct-to-customer services such as a “super app”. In the past, Microsoft has failed to acquire major social media apps and platforms such as TikTok and Pinterest, which may have been part of the company's larger plans.
Today's report also sheds some interesting new light on Microsoft's failed efforts. in the past to surpass Google to become the default search engine
on the iPhone. Google pays Apple billions every year to bring iPhone the default setting remained, and while users can change it, setting the default puts Microsoft Bing at a disadvantage. According to The Information, Microsoft has held high-level talks with Apple to try to overtake Google as the default search engine, but has failed each time.
Microsoft has periodically bet on mobile Apple devices. a search contract, according to a former employee briefed on the situation, but Google won the deal each time. Negotiations tended to take place directly between Nadella and Apple's top management behind closed doors, leaving many of Microsoft's top executives in the dark about the process, the source said.
The report notes that Microsoft is in In 2012, a public relations campaign was held to show that Bing is more user-friendly for people with visual impairments compared to Google. The public relations gimmick was “not enough to win Apple's approval.”
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