WeChat likewise combines messaging, shopping, news, games and more into one app. The report says it’s not clear “whether Microsoft will eventually release such an app”, but that’s something that’s being considered internally. The effort is led by CEO Satya Nadella, who is particularly focused on “making the Bing search engine work better with other Microsoft mobile products”. On Apple platforms, Microsoft’s Bing is handicapped by the multi-billion dollar deal between Apple and Google. With this deal, Apple will make Google’s search engine the default for all platforms.
Microsoft wants to step up its mobile efforts with a new “super app” for the iPhone that bundles a lot of functionality into one app. According to The Information, Microsoft hopes such apps will help it further penetrate mobile search, which is currently dominated by Apple and Google. This so-called “super app” combines shopping, messaging, web searches, news feeds and more into one of his apps for iPhone and Android. This “mimics the mobile strategy that has worked for Tencent,” the report explains, citing the incredibly popular WeChat app.
The Information reports that Microsoft has bid on the deal before, but has consistently lost to Google. “Negotiations typically took place behind closed doors and directly between Nadella and Apple executives,” the report said. This leaves “many Microsoft executives ignorant of this process”. But the deal between Google and Apple has come under increasing antitrust scrutiny. Today’s report speculates that the deal between Microsoft and Apple may not attract regulatory attention “because Bing’s share of the web search market is smaller than Google’s”.
However, there is currently no indication that Microsoft plans to aggressively pursue a deal with Apple to make Bing the iPhone’s default search engine. Instead, the company’s efforts are focused on improving Bing’s integration with existing Microsoft services and considering potential “super apps.”