A couple of weeks ago I highlighted disappointing gains in market share for Bing after a hefty and expensive campaign to push the search engine forward. Imagine the shock then when this morning I see Bing has actually lost ground on Google, with it's share of US searches falling from 9.48pc in August to 8.96pc last month.
The contrast between Microsoft and Google is there for all to see, with Microsoft announcing plans to cut staff and costs whilst Eric Schmidt talks about seeing out the worst of market conditions and striding onwards and upwards.
Like a boxer whose been floored several times in a gruelling 12 rounder, you wonder whether Microsoft has enough in the tank to give it one more go. Questions certainly need to be asked. If it really wants to deliver a knock out blow to Google (They really are approaching last chance saloon) they obviously need to look at their approach. Perhaps it is not wise to trade punches with Google head on, it is a fight they will always lose.
The underdog can only become triumphant when a weakness; a chink in the armour of the opponent is found. If Bing is to stand any chance at all, now is the time to be tactical and calculating rather than walking straight into further blows.
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