Google is the undisputed king of the search engines. On second and third place, although far far behind, we have Yahoo and Microsoft, and after many attempts Microsoft has managed to get a cooperation running with the competitor. Earlier Microsoft had been thinking of acquiring Yahoo but has been turned down, instead it has initiated a search cooperation. Microsoft's new Bing search technology is used by both Microsoft and Yahoo while Yahoo will head both companies advertisement departments.
By teaming up the two can reach a much larger group of users and hopefully start gaining on Google that has the search engine market in the palm of its hand.
"Through this agreement with Yahoo!, we will create more innovation in search, better value for advertisers, and real consumer choice in a market currently dominated by a single company, - Steve Ballmer, VP Microsoft
The partnership go on for at least 10 years and during this period Microsoft has access and the possibility to integrate Yahoo's own search technologies in the Bing engine.
"This is a significant opportunity for us. Microsoft is an industry innovator in search, and it is a great opportunity for us to focus our investments in other areas critical to our future." - Roy Bostock, Chairman Yahoo!
Anything else not involving searching will go on to function independently, just like before.
More details on Microsoft's and Yahoo's partnership can be found at ChoiceValueInnovation.com.
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