Weekly of the first finance and economics: After Microsoft innovation fails

The first finance and economics weekly cover

　　Before Bing, microsoft searched the market to take a lot of roundabout way in Internet. This colossus realizes eventually, compare loot market share, what it should have been in charge of more is his creativity.

Xu Tao of reporter of article ｜ CBN

Ready money of 20.3 billion dollar and the market of 88.7% are had rate (PC operating system) enough makes an any companies so powerful that resemble a dinosaur, of course you know, I am saying Microsoft, and dinosaur was eradicated finally.

Different is, microsoft still has an opportunity to save his, prove to the world, it still is one of the cleverest companies on the world. Bing is Microsoft strikes back the Gu Ge, best case that delivers oneself. On June 2, microsoft rolled out his independence to search engine Bing in the whole world, be in China, it is become by the interpreter " answer surely " , grant whatever is requested. This is an auspicious name really. Microsoft was had in American search market May led only still 8%(to use 4 years time just is achieved, there still has been retrograde) among, release a week to lift unexpectedly to 11.1% to new product, next the 2nd week, scale rose again 1% .

This lets a person find everything new and fresh really. About the same in 10 years, the product just came out to applaud the patent that sound had become the dazzle company such as Gu Ge, apple one piece almost, and the product of Microsoft? Feel sorry, that is too complex, want foretaste to make a comment again with half an year.

Bing looks really not quite same. This may be the Microsoft core product that paragraph and the first Windows sever connection. Programmer people the accused knows, can cast those traditional advantages, be developed according to a real Internet product in that way. Regard a product as itself, it avoids with competitor give tit for tat everywhere duplicate. The most immediate change is, update in what the picture can have powerful connections everyday on the search interface that answers surely, Microsoft established a group technically to choose these pictures meticulously. And no matter Gu Ge still is its numerous copyist, believe in " little it dvd discovery 3 is much " aesthetic principle, set the simplest search draw a frame round on the page only.

Of course, this is not new product is exclusive different. Searching result page, the structure that Microsoft adopted 3 column, left it is navigation column, search result is among, there is advertisement on the right side of, and whats are done not have. But go up as a result to the search when mouse shift, of the webpage preview can go out blank is in on the right side of now. And search a film when the user, microsoft can provide a link in searching a result not only, classification still can grow when basis definition and video; Place when the mouse go up in video when, it still can broadcast video elite extract automatically, letting people avoid to experience endless download to discover the film however is " gun edition " the detest later.

"Before 5 years, the generation framework that we search engine is mixed actually an any companies that become search engine are similar, different now. " Ma Weiying of assistant dean of Microsoft Asia academy says. He explains the part of the extraordinary of this new search engine to us with a lot of term, if make sense common a bit, it is he thinks the framework of Microsoft is brand-new, can offer more special searches, be in need not alter too much rock-bottom framework while bear the weight of more new application.

With be used to Gu Ge's netizens begin to feel, this product has some of extraordinary. And all extraordinary point to a kind close idiosyncratic, be in a lot of easy by the little corner of person oversight, the development staff of Microsoft with one of be linked together rigorous do not have oversight, often give a person the surprise. The observation home of familiar Microsoft train of thought can discover, the meaning of this kind of change depends on, to an Internet product, sexual price is compared is core no longer, since network service is free, those who replace is user experience. Same because free, user also no longer faithful, who can give an user the surprise (even if very small) , who can gain the market between one night.

"Dammed! Microsoft ought not to quit this search sport really, although somebody suggests so. Allow these companies each other are hit for every user be hit, I affirm us to be able to see more innovation in this domain. " after the Specialist Paul Savage of company of Irish Programmer And SEO was doing Bing and Google those who compare, say.

This is the result that Microsoft wants. Silent of Er of Microsoft CEO Bao approved the promotion expenses of 100 million dollar for this new product, when he says he signs, the hand is quivering. Larger nevertheless expenses still is from the back, microsoft will be in next inside at least 5 years throw every year to Bing 5% to the operation profit of 10% . With Microsoft the income of 22.5 billion dollar was calculated 2008, microsoft can be in future invests 5 years on immanent Bing 5.6 billion to 11.3 billion dollar.

Was being mocked very long later, microsoft makes this eventually sufficient effort.

Be born from Gu Ge almost begin, of Microsoft giant, slow, lineal divine even software culture mocks an object with respect to what became whole IT group. Full in 10 years, the new company that comes from Internet people annoy this colossus ceaselessly with a few small originality, be in it moves back and forth in space of great the rest of Windows operating system, over there so broad that can pass an aircraft carrier. Even if,can be those SNS websites, Wiki website, video website, and all application that can call famous word the Web 2.0 that come gained huge success, microsoft still the flirtation with a these coltish regard as. Microsoft believes deeply for certain, when oneself move, internet is met easily in income bursa, otherwise indecipherable it is in in those years slow.

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Till 2007, microsoft just realises, internet may become his biggest on glorious history nail, began the research and development of Bing from this. This is a hour that saves a destiny, microsoft realizes he needs the search engine of a complete independence, do like other Internet competitor in that way. More important is, microsoft realizes eventually, oneself advantage does not consist those inherent desktop market share, and the Silicon Valley spirit that depends on never stopping to innovate. Compare loot market share, what it should have been in charge of more is his creativity.

Talk about Bing whether make a great coup returns pr the most popular selling dog crates large emature, but Baoermo (when the party of a business affairs that attending Chicago) say rightly, the gross error of Microsoft is to do not have as soon as possible to enter search field. And now, although very late, microsoft began to treat a disease to oneself eventually.

Acting 1990 end, microsoft had begun the research about the search in its most popular selling dog crates large academy, but to 2003, microsoft still is using the search service that these two companies provide Inktomi and Overture however. During this, gu Ge is developing at full speed however. To 2003, gu Ge already had strong profit pattern, income of a year can exceed 500 million dollar, still be in constant growth. This moment just begins to face up to a search face up to Microsoft. This year, does Microsoft network search a branch to be in charge of Christopher? Payne (does Christopher Payne) begin to Bill? Gates and Bao Er silent take word, the search business that asks to roll out him Microsoft. The capital that he asked more than 100000000 dollars to Gaicishen and 18 lunar time will develop search engine. Gates did not have any hesitating to promise this one requirement almost.

Feburary 2005, microsoft rolled out his search engine ceremoniously. But the simple reprint that this product that the name is MSN Search is casing of cereal song search almost, person of it doesn't mat the best selling dvd discoveryter uses it, although it is bound,be in the tool column of IE. Before of effective bi dvd discovery best buy nd it seems that not quite clever, but Microsoft is done not have flurried, according to customary train of thought, it undertook upgrading to the product. After 9 months, live Search was released. But this product is behaved more flooey, nobody does the MSN that get Qing Dynasty and Live is what relation. The Qian Zhenyu that holds the position of officer of chief technology of China of Microsoft Windows Live at that time used two rich objective even, the length of 1000 much words will tell the relation of MSN and Live and distinction.

In that year in recombining, microsoft incorporates Windows and Internet in " platform product and service " (PSD) branch. "This is meant online (the arrival of Live) software times, it with software of a kind of brand-new means look upon. " Bill? Gates says.

In Bill? In the countless clever words that Gates has said, this is destined will be clever least of all one of. And more unfortunate is, in the PSD branch after recombining, top officer Jim? A Erqin (Jim Allchin) and Kevin? Johnson (the professional career of Kevin Johnson) starts from sale and sale, and be not pursue technical job, accordingly they think of very hard to persuade Gates, using the means of software to do Internet can be a disaster.

Many Microsoft employee realized this problem however. Result in November 2004, be in when Gu Ge from Microsoft Ramon heart (when 5 miles place builds Redmond) headquarters to have an office building and begin large-scale invite applications for a job, the Microsoft personage that was not invited was swarmed over there, try to seek job in Google for the most part among them. According to the United States " fortune " magazine the report at that time, an employee before Microsoft claims, when to its when him boss offers resignation and leaving to the colleague, their the first reaction is: "Are you to go Google? "Are you to go Google??

The Internet strategy of Microsoft is such not enjoy popular support, even " not only >> trade public figure " feel drab. In October 2005, when Microsoft MSN branch does invite applications for a job to explain to public to Beijing University, the schoolgirl of Ruiyi asks name dog crates large best buy of a net: MSN branch is on product development cycle and project management, than Microsoft general pattern has a difference. The answer says the Qian Zhenyu that MSN CTO holds the post of when: Without the difference, still be mode of some of Microsoft be used to, because " it is good that development experience of a few years proves this kind of way " . Ruiyi writes in the rich guest that day: "As the faithful user of MSN, thinking to work in MSN originally is one very the thing of cruel, want cruel than doing Windows/Office. However, look now MSN follows Microsoft other development department won't have essence to differ. Cannot regarding it as is an Internet company, in play imagination creativity respect also cannot cherish what hope. In play imagination creativity respect also cannot cherish what hope..

Besides, because Internet branch is not quite independent, because this got of traditional branch diversionary. The search engine project that is Underdog when times code " by MSN interior the brawl between and with Microsoft other the fight place between 6 branches is protracted " .

Nielsen/NetRatings of market research organization studies at what released 2007 the report shows, the engine discharge amplitude of a year after Microsoft Live Search is being released is only 2.5% , meanwhile, google is having the amplitude of 40.6% . At this moment, microsoft market is had rate in 9% the left and right sides.

If Microsoft is organized,strike back effectively at that time, still have opportunity recover lost territory. 2005, microsoft built the search technology center of dimensions of a 50 people in Beijing, gave it very old own right. This institute having a place is sent, can deliver research positive result the orgnaization that is a paper, for new search of future engine contributed technology of a lot of core, but the train of thought that Microsoft still did not all alone search engine product is changed at that time, and still do not have clear market and brand strategy.

That year, shen Xiangyang of dean of Microsoft Asia academy says: If say Internet is a tremendous platform, so the commanding elevation that search technology is this platform. 2007, he be able to will all reviewing engraft whole Microsoft, because one that year he is moved toward the United States, hold the position of the chief scientist of Microsoft search and group of advertisement platform research and development, business of search of responsible and harmonious Microsoft is short-term invest matters concerned with long-term technology.

Change of this human affairs is an important sign, microsoft begins to realize the value of Internet truly, also promoted one stride to the unders dvd discovery channel tanding of Internet. Wherefrom begins one year, had answered a god Microsoft spread out insanity to buy in Internet domain. On August 14, 2007, microsoft undertook the company grows the biggest brushstroke on the history to trade, buy AQuantive of digital ad firm. The bade that its are as high as 6 billion dollar relatively AQuantive the market prise tower above at that time 85% . Besides, microsoft is returned and bought England Fast Search of company of software of search of Multimap of online map company, company&Transfer; It still acquired the equity of Facebook 1.6% of promising young person with 240 million dollar.

This year, microsoft bought a target to still point to Yahoo. Although Yahoo behaves inhospitality, but 2008, microsoft still puts forward pair of Yahoo buy want to make an appointment with. According to the computation of analyst Blodget, buy Yahoo to will make the search market share of Microsoft " add instantly to 30% , advertisement market share is added to 40% " .

"We worry about Microsoft each cases to resemble Yahoo of such dimensions buy trade. " does dust luck overcome Gu Ge CEO? Schmidt said in Feburary 2008. Subsequently, gu Ge persuades Yahoo to form an alliance to it, affirmatory latter can use search engine of Gu Ge to acquire commercial interest. Yahoo rejected Microsoft finally.

Next everything with respect to follow a rational line to do some work well. June 2008, the Microsoft of savor innovation benefit undertook recombining to Internet branch again. Original PSD branch is by fractionation branch of Windows/Windows Live(new PSD) with Internet business section (OSD) , latter Search issueing cent, MSN and ad business 3 branches. Full after a year, answer to a riddle is announced, the brand of new online department is Bing.

Drip to make this new department true flow the blood of Internet, microsoft accelerated the contention to the talent. Be in and buy without fruit hind, microsoft is in a of Er of Wei of Sen Ni of Yahoo headquarters seat " news of messenger of holy He Sai " on the advertisement that releases network of full page invite applications for a job to search an expert. Later, does Yahoo search the technical former vice president, Xiao En that has experience of 10 years of searches? Saqiete (Suchter) takes up the post of Microsoft to search technical center general manager; The chief land of branch of Yahoo network search surprises to hold the position of the director of OSD branch at going to Microsoft 2009. And the director that searchs a branch is Shen Xiangyang.

But such framework also ex dvd discovery 4 plains, although arrived 2008, microsoft still holds to Windows Live is Windows platform is outspread, although it already realized a search,business is an appendage of Windows business no longer. The growth that having itself with searching the Internet that is core to apply is logistic.

The engineer of this Microsoft and manager of research and development people became the person that drive. "You can do a lot of a lot of very useful things to provide an user on Internet. You are an ecosystem, right to this the idea of commercial pattern must follow an operating system completely different. " Li Jin of manager of research and development of center of technology of Microsoft Asia search says. He joined Microsoft 1995, had become the director of research and development of Windows 95, Windows NT, with large quantities of one Microsoft that have experience employee returned China to be engaged in searching the research and development of the product 2006.

At this moment Live Search product already released near 3 years. Although the thinking according to software development, a such undesirable products also should change. Microsoft interior begins to brew a new search engine. "This search engine does not want with the competitor pure number competes, want to be able to help an user solve a problem however, the task that finish. " Liu Zhenyu says Microsoft MSN vice president. The search engine that this first code name is Kumo has been been by fixed position " decision-making search engine " .

Microsoft Asia academy is advanced product manager Wu Xin takes the lead held water >> a special group, began the survey to user demand. Buy user of survey data, analysis to request research of investigation of quantity, interview, questionnaire, behavior, these become Microsoft to know the way of Internet market.

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Be accumulated to what Internet market knows before and of new blood join make product development becomes smoother than before. "The course is so old fumble, I feel we walk to drop now. " Qian Zhenyu says, right now he is in charge of map and mobile search technically. Do not cross right now Microsoft and did not introduce a competitor the sort of 20% " free time " innovation method. "Our innovation comes from the academy at us, their eye is put longlier. " Qian Zhenyu says. Because Microsoft is accumulated in what software develops field experience, more rigorous to Internet product development, quality guards a pass stricter also.

Search a product to let can more apace reaction, microsoft still established special quick response group. Be in China, this group has more than 20 people almost, li Jin holds the position of manager of research and development. "We are in charge of making quick response to the special demand of Chinese market, for example we can do Spring Festival search when the Spring Festival. For example we can do Spring Festival search when the Spring Festival..

London of Paris of Munich of Silicon Valley of heart, California, Germany, France and England is cheated in American thunder, the search technology center of Microsoft also is doing same business. But to the user character, the change of these train of thought they cannot see. They need Microsoft to take out an enough and different product only.

Before because this is in,rolling out end item, microsoft tries to be able to move from the brand consumer. They broke frame again, what release this is Windows 2000 no longer such series code name, also not be programmer people product code of the preference " Kumo " , however a more and average user can be read, can like " Bing " . "When you are searched, think of to want Bing, bing! Bing! Bing! " Baoermo says. This sounds and " Google " contend for sharp edge opposite, but to the user character, bing can compare Live good understanding became much.

After Microsoft broke through ego, was turn for Gu Ge to be startled now. Nevertheless, the still is not share of search engine market little that lets Gu Ge filled with apprehension truly possibly changes, however the Microsoft innovation on commercial pattern. In Feburary 2008, than Er? Gates puts forward to want to try Cash Back to plan. This is one searchs engine to shop through Microsoft return the activity that returns ready money: Microsoft cooperates with a few clients, after the user enters online website to buy goods through Microsoft search, these users can get be returninged certainly showing. The client that cooperates with Microsoft also needs those who be a success to trade accordingly pay Microsoft fixed middleman's fee.

Because,Microsoft is done so is, in executive Gu Ge's regular world, search engine company got the user clicks advertisement to link the full pay of generation, the user cannot be participated in however. And Microsoft hopes adapting profit allocates mode now, so OK from advertisement advocate over there obtain more middleman's fee, still can borrow this to attract partial user.

Now, the goods number in Cash Back project is controlled 1000 times from inchoate had increased 1700. This is undeserved still of course vaunting, but already enough let Gu Ge feel nervous. In " answer surely " release second half month, media announces Gu Ge to checking a kind new " product advertisement " format, allow ad business to add more product information. The manufacturer pays Gu Ge's middleman's fee certainly according to the sale that produces actually.

Vogue always is in ceaseless evolution. In those days Gu Ge was replaced with advertisement cost collecting fees to the user is a kind of vogue, microsoft proves to help an user make money through searching engine again now may be a kind trendy. Come 30 years, microsoft had never abandoned the dream that collects fees to each user, if this ideal anabiosised on Internet, day, will that be a how old innovation?

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