Microsoft Takes On Apple and Google With New Bing Super App

Microsoft has tried to make several forays into areas traditionally dominated by their competitors, but in spite of the fact that this is the case their efforts have brought mixed results. After trying to offer an alternative to Android and iOS with Windows Mobile, Microsoft closed up shop in 2019 due to the lack of popularity of their product and their inability to market it to a wide enough audience.

The tech juggernaut’s foray into the world of search engines was also a bit of a mixed bag with all things having been considered and taken into account. The Bing search engine has struggled to find success thanks to the ubiquity of Google, but it turns out that Microsoft’s ambitious CEO is trying to turn the ship around.

Internal sources from within Microsoft have revealed that the company is working on a super app for Bing. With all of that having been said and now out of the way, it is important to note that it will incorporate other properties into the mix as well. Microsoft may be taking a leaf out of China’s book here, since super apps there have seen a tremendous amount of popularity and adopting the same technique might give Microsoft more attention than might have been the case otherwise.

The launch of the super app will be quite exciting because of the fact that this is the sort of thing that could potentially end up upsetting the duopolistic control that Google and Apple currently hold on the app ecosystem. Users would no longer have to download each Microsoft app individually. Instead, they would be able to download a single app that would contain all of the Microsoft products they use, and this will bring more usage to Bing as well.

Satya Nadella has been working hard to improve Microsoft’s product offerings. The launch of Microsoft Edge as well as Windows 11, coupled with the successful acquisition of LinkedIn, have done a lot to bring Microsoft up to speed. It remains to be seen if they can pull this super app off, but if they do it will be quite a victory.


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