The ecosystem war is just beginning.

Absrtact: Lurkey, President of Microsoft's search business, said recently that typing keywords in the search box is not a future search pattern. In the future, users will be able to use voice to initiate conversations, and they can use gestures to express themselves. Currently, Microsoft is integrating Bing into all Microsoft production

Lurkey, president of Microsoft's search business, said recently that typing keywords into the search box is not a future search pattern. In the future, users will be able to use voice to initiate conversations, and they can use gestures to express themselves. Currently, Microsoft is integrating Bing into all Microsoft products, and these new models will give Microsoft a new chance to overtake Google.

"As a product, search is undergoing dramatic changes in a far-reaching way," Lurkey, Microsoft's Bing search business executive, said at the Microsoft Techforum Forum last week. "As president of Microsoft's search business, Lurkey a challenge to Google by revealing that Microsoft is creating a search business in a new way."

Lurkey said: "When we build our products, we turn Bing technology into an information platform." This new platform can be embedded into any device and service, which will integrate Bing directly into Microsoft products. ”

Search is no longer a simple browser-based query

This integration is a central step in Microsoft's approach to Bing's future. Lurkey said: "As a platform, Bing will become a common platform." "But in the face of Google's dominance, how can Microsoft dominate the world through Bing?"

Lurkey believes that using wearable computing devices, such as smart devices, spectacles, or other traditional devices worn by a user's wrist, will help Bing use intelligent computing to provide relevant search results and data in addition to basic search. "Nowadays, the way people express their interests or needs is not limited to entering keywords in the search box," Lurkey said. You can use voice to initiate conversations, and you can use gestures to express yourself. ”

This change in user habits gives Bing a new opportunity to catch up with Google. "Our competition with Google will turn to who can understand user needs more quickly and serve users in a more proactive way," says Adam Sohn, general manager of Microsoft Bing Marketing, Adam Sohn. ”

At present, Google has launched Google Now, when users need to automatically provide users with information. But Thorne thinks this is just the beginning. "What's really interesting is when these moves can be done in the name of the user," he said. Google wants to know everything on earth, and so do we, but the question is, what is the use of this information?

Input keyword is not a future search mode

"We believe that typing the keyword in the search box is not a future search pattern," Thorne said. "Different modes of use and access to information in new ways, such as through mobile phones or tablets, will force users to expect more content." "In some ways, search will become an application on this platform," Thorne said. ”

The integration of Bing and Microsoft products is already under way, such as Windows 8 and Windows Phone, which incorporates the Bing functionality, either through application or by default search engines, and the upcoming Windows 8 update (Windows Blue) will be further integrated with Bing.

"I believe we have a lot of opportunities, especially in the Windows 8 user experience," says Thorne. In addition, there are many interesting innovations in office. ”

In the Xbox context, Microsoft has also upgraded its Xbox 360 to enhance search capabilities through its integration with Bing. Microsoft's next-generation video game "Durango" will be further integrated with Bing, such as voice Awakening, natural language control and voice to text, people familiar with the matter said. In short, users will interact with the Xbox in a more natural way. "Similar integration will run through all of Microsoft's products," Thorne said. ”

Competing with Google is a daunting task. But Thorne believes Microsoft has the talent to compete with Google. Despite its respect for Google, Thorne believes that Microsoft's efforts in this area have yet to be fully recognised. "Our scientists can match the scientific staff of any enterprise," he said. We have a very good talent in solving some very important problems. ”

Thorne says Google is worried that users will no longer use their search engines. He said: "They are different from us, they 97% of the revenue from advertising, and our 97% revenue is not from advertising." This means that we can take bolder, more radical steps when we integrate Bing into our products. And that's something Google can't or won't do. ”

Ecosystem warfare

The ecosystem war is just beginning, Thorne argues. "The competition is just beginning and there is much more to be done," he said. "It's important to have an application similar to Siri," Thorne admits. "Do we need a credible digital assistant to help people solve their problems? Yes, sure," he said. ”

At the moment, Microsoft Windows Phone only supports traditional voice command search, and what Microsoft really needs is to incorporate Siri-like voice assistants across all products. By contrast, Google regularly updates Google Now and soon launches its desktop and iOS versions.

"In the end, I want people to go into the retail store and say, ' I want this surface tablet or the Lenovo tablet, ' because they integrate Bing," Thorne said. This is a magnificent goal for us, who are currently in a weak position in the search market. But if we do this properly, this new approach will give us the opportunity to achieve that goal. ”

"If we do well, we give people a new reason to buy windows," Thorne said. "This is what Microsoft expects of Bing, and it will be a tool to help all of Microsoft's devices and services, not just a search dialog box." Microsoft is a late performer in the web search market, but doesn't want to be late again. "The game is just beginning, really just beginning," Thorne said. ”