First the good news. It looks like Google has got itself a decent
rival in Microsoft's Bing search service. Today Microsoft unveiled a
string of new features for its new(ish) search engine and launched a
series of shiny new updates for its mapping service.
Overall it
was pretty impressive and it can only be counted a good thing that
search innovation is really hotting up at the moment. We'll get back to
details in a moment but now the bad news (for those who don't like
Google's Street View): one of the innovations Bing is introducing is
its own version of Street View called Streetside.
It is only
available for 100 metropolitan areas in the US for the moment but it
will be rolled out internationally soon - which means that there will
shortly be Microsoft Streetside cars equipped with those four-way
facing cameras coming down a street near you.
Personally I have no
problem with Street View so this news does not bother me too much but
given the controversy about Street View and privacy in the UK, I
suspect that there will be a good many people thinking of manning the
barricades again, like those villagers did in Broughton.
What is amusing is the prospect that sooner or later a Streetside car is going
to pass a Street View car on a B road somewhere and we will get to see
photos of photos being taken.
The new version
of Bing Maps, released in a "beta" mode, offers pretty slick
technology so users can zoom in more smoothly from the high-up
graphical map to the close-up views showing actual streets from a
pedestrian or driver's viewpoint.
The transitions between the different
map formats is much smoother than Google's at the moment. In the
background is Microsoft's Silverlight technology, the company's answer
to Adobe's s Flash, so a
small plug-in available for most Mac and PC browsers is required.
Bing
Maps also offers a series of new "apps" that tack on
tweets, traffic and other location-specific data to the map. Being a
newspaperman, I particularly like the feed of front pages supplied for
cities around the world. The feed comes from the Newseum
website in Washington and so I shall blame them for not having many UK
papers on there. The only London paper is the, ahem, Guardian.
Anyway
this open approach to allowing outside apps to enrich the map service
is an interesting development for Microsoft - the Twitter app which
puts geo-located Tweets on the map is a good example of how this will
work.
On the search front, Microsoft is trying to outflank Google by
attempting to redefine what search is. Execs at the launch in San
Francisco were pushing the idea that it is no longer enough to
understand the search terms and provide a series of blue links to where
the (Google) search engine thinks you might find what you are looking
for.
Bing is meant to understand better the intent behind the search
term and get you to a page of content, often created by the Bing engine itself, where you will find the information you are looking for.
So Bing is offering what Microsoft calls “entity cards”
(the basic categories of information related to a topic) and “task
pages” (what you see when you
click through) for all kinds of topics from Tamiflu to universities to
bands. The topics are still limited but more will be rolled out in time.
In other words, search for Microsoft is a much more an interactive
browsing experience rather than simply typing words into a box. It also
offers the possibility of more ads being served inside the search
engine - and more profit for Microsoft.
Since its launch in May Bing has been gathering plaudits and
marketshare. Microsoft said that in the
US Bing's number of unique visitors had risen by 16 per cent to 83
million and its share of search had risen by 1.9 points, to
9.9 per cent. And that does not include the share that Yahoo! has which
will be effectively owned by Microsoft when their search partnership
deal goes through next year.
There
are still areas where Google beats Bing hands down - Google News being
one of them - but Google knows it has a proper fight on its hands. In
fact it is launching a new series of innovations next Monday. I shall
be wandering along.