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Microsoft Details Strategy To Grab Google's Market By Steve Bosak August 20, 2008 10:30AM     Microsoft plans deeper, connected searches as it prepares to go after market leader Google. Vice President Satya Nadella told the Search Engines Strategies Conference and Expo that Microsoft will tailor searches for better results. Microsoft's acquisition of Powerset could provide the groundbreaking technology it needs.   Related Topics Microsoft Search Google Satya Nadella Powerset Latest News Plasma-TV Ban Could Be Costly Barnes & Noble Nook Is Delayed Flat PC Shipments Hurt Dell's Stock Ballmer Says Windows 7 Sales Good New Pogoplug 'Cloud' Gets Social Microsoft laid out its "catch Google" strategy at the Search Engines Strategies Conference and Expo in San Jose Tuesday. Appearing as the second keynote, Satya Nadella, senior vice president for search and advertising, vowed that additional investment and new deep-search techniques will allow the company to gain share over market behemoth Google. Currently Microsoft gleans less than 10 percent of all Internet searches and less than five percent of Internet ad revenue from searches. New Search Frontier Nadella maintains that deeper, connected searches will yield better results and, hopefully, more satisfied Microsoft customers. He said nearly half of search users spend 30 minutes on a query looking for the right result. While current search technology can use the previous search results, Nadella believes interrelated and deeper queries can get accurate results faster. Such tailored searches can be achieved by looking over multiple searches and histories. Nadella also indicated that search could evolve from merely seeking results to using search engines to perform actual work based on a query. How this could tie into, for example, Office or other applications was not detailed. Kitchen Sink Approach The presentation was part of Microsoft's push to gain a respectable foothold in the lucrative search and online ad market. The company has attempted everything from innovation to acquisition to further this goal. In the past nine months the software giant has been foiled three times in its bid to take over rival Yahoo's search business. In April it acquired start-up Farecast.com, an airfare search company, and quickly rolled it into Microsoft Live Search. And what speaks louder than cash? Microsoft unveiled a Live Search cash-back program in the spring, giving customers discounts on millions of items when using the Live Search engine to find products. The most significant acquisition, however, may be Powerset, a San Francisco-based natural-language software developer. According to a Microsoft blog post on July 21 after the Powerset buy was announced, "search engines today primarily match words in a search to words on a Web page. We can solve these problems by working to understand the intent behind each search and the concepts and meaning embedded in a Web page. Doing so, we can innovate in the quality of the search results, in the flexibility with which searchers can phrase their queries, and in the search user experience." The incorporation of Powerset technology into Live Search seems to be the groundbreaking technology Nadella outlined in his address. Analysts predict that more than one of Microsoft's market strategies need to pay off for it to make any significant dent in Google's 70 percent market lead.   Advertisement  World Wide Web 1.   Online Help for Holiday Shopping 2.   Five People Indicted in Internet Scam 3.   Vietnam Net Users Fear Facebook Ban 4.   Bing's Market Share Nears 10 Percent 5.   Social-Networking Lingo Recognized ICANN Approves International Names Dramatic increase in users expected. Average Rating: Online Help for Holiday Shopping The year's best deals on the web. Average Rating: Five People Indicted in Internet Scam Bilked federal agencies of millions. Average Rating:

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Network Security Spotlight

House Lawmakers Push Ban on Peer-to-Peer Software Stung by an embarrassing electronic leak revealing ethics investigations into dozens of lawmakers, Congress moved to prohibit federal employees from using the file-sharing software blamed for the disclosure.   GAO: Los Alamos Computer Security Has Weaknesses Security weaknesses uncovered in Los Alamos National Laboratory's computer network increase the risk of a classified-information breach, says the Government Accountability Office.   Computer Security Firm Fortinet Plans IPO This Week Fortinet plans to go public in an initial public offering, giving investors a chance to tap a network security provider with sales that are expected to grow. The IPO could be valued at $137.5 million or more.

Enterprise Hardware Spotlight

Flat Shipments Hurt Dell Despite Increased Earnings Dell's earnings are up and expectations are solid, but the company's stock still took a hit after analysts signaled the company isn't playing a key role in the PC market recovery.   New Pogoplug 'Personal Cloud' Does Social Networking Cloud Engines has released its newest version of the Pogoplug, a small "multimedia sharing device" that connects hard drives to the Internet and allows a user to access the files remotely.   Apple Tablet Rumored Delayed as Publisher Gears Up There have been so many rumors of an Apple tablet that it has taken on legendary status. But now the legend is being revised with reports of a delay and that a major publisher is getting ready.

Enterprise Technology Spotlight

Flat Shipments Hurt Dell Despite Increased Earnings Dell's earnings are up and expectations are solid, but the company's stock still took a hit after analysts signaled the company isn't playing a key role in the PC market recovery.   Smartphones: A Bigger Target for Security Threats Smartphones are increasingly prevalent and adept at handling more tasks, including trading stocks, paying bills, and buying stuff online. That makes them attractive to thieves and hackers.   FBI Says Hackers Targeting Law Firms, PR Companies Hackers are targeting law firms and public relations companies with a sophisticated e-mail scheme that breaks into their computer networks to steal sensitive data, often linked to large corporate clients.

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