Microsoft’s Search

 Group 15:

 FT201015 ANUBHAV KHATRI

 FT201031 KANTA DHANA VENKATA SAI Kumar
 FT201056 M PRAVEEN KUMAR
 FT201078 SHRIKANTH KULKARNI
 FT201096 VIGNESH G
 FT202014 ANUSHA SRIVASTAVA
 FT202030 DEBANJANA HALDAR
 FT202043 MAYANK CHAWLA
 FT202061 RITHU MISHRA
 FT202074 SHIVANGI GUPTA
 FT203088 TANAY SAREEN
Introduction
 Ever since its founding in 1975 Microsoft had grown to sell complex line of
services, software and hardware.
 Operating System: Microsoft launched MS-DOS and later launched
Windows 1.0 and 3.0 with Graphical User Interface.
 Application Software: Microsoft also moved aggressively in application
software domain with Word and Excel and later bundled them into suite
Microsoft Office.
 Internet Browsers: Microsoft launched IE and bundled it with its Windows
OS to get upper-hand over its current competitor Netscape Navigator.
 Java: Microsoft licensed Java from Sun, and promoted and developed a
version of Java that ran best on Windows Platform. This led to another
antitrust case and settlement.
 Linux: Another threat to Microsoft was Linux, an open source operating
system. Microsoft used various tactics like stripped down versions of its
operating system to compete with Linux.
Rise of Google

 With the rise of internet, users increasingly started using search

engines that helped them navigate to relevant results. However,
companies did not think it was profitable.
 Google was founded in 1998, based on the page rank algorithm. It was
better in displaying relevant results to its users as compared to its
competitors.
 Google displayed advertisements using AdRank which insured that the
users saw the most relevant advertisement on the top.
 Google introduced AdSense where even small websites could earn
revenue from it.
 Google also brought out different web-based applications like Gmail,
Google Chrome, Android, Google Docs, Google Talk.
The State of Search

 Search engines had become a very integral part of businesses globally

and it was very difficult to deliver the right content in the search.
 Google was expanding rapidly and became the third largest maker of
enterprise servers with a single customer itself.
 AdRank software also started getting complicated as a lot of factors
were taken into account while ranking the search results.
 It was believed that software industry would move to software as a
service and cloud computing. But still there were a lot of
improvements needed in search services.
Microsoft in Search
 Microsoft launched Microsoft Network (MSN)- a dial up Internet access
service which offered search services also.
 Microsoft started building its search capabilities inhouse and on February
1 ,2005 switched over to internally developed search engine. It also
switched over to AdCenter- its internally developed advertising network.
 On performance front, Microsoft’s search tea, tracked several metrics like
search market share, quality of search and time taken to deliver search
results.
 Microsoft kept adding new features like Encarta encyclopaedia, Live
search and cashback program to compete with google. It also purchased a
start-up called Powerset that specialized in semantic search.
 Microsoft also placed a bid to acquire Yahoo but the deal could not
materialise.
Breaking Out?
 Satya Nadella, the leader of Microsoft’s search efforts had appointed
Jay Girotto to come up with creative solutions to beat Google in
search services.
 It was a very daunting task and required a great level of commitment
and innovation on the part of the search team of Microsoft.