Microsoft's search entry could restart browser war

The launch of a Microsoft search engine will take the battle for supremacy in the most vibrant sector in digital advertising away from the Web and onto users' desktops, say industry players writing for next week's NMA/Advertising.

Sector-watchers agree that MSN's plan to ditch the partnership approach it has taken to search marketing, and to launch its own product, could provoke search giant Google to hit back by launching its own Web browser, reigniting the browser wars.

Since Yahoo! bought Overture earlier this year, the market has been shaping up for a three-way struggle between Yahoo!/Overture, Google and MSN.

Andrew Goodman, founder of search marketing Web site Traffick.com, said, 'MSN has advantages that other providers don't. It controls that browser, the operating system and office software. Search can be integrated to form a coherent package.

'I foresee the launch of a Google browser within two years. Controlling the browser may be Google's only defence,' he added.

At search marketing firm Decide Interactive, strategy director and co-founder Paul McCarney said a key question was whether Microsoft could convince users to accept search tools as part of its operating system and applications.

Another factor, according to McCarney, is whether Google can take the search application to the desktop.

Editor of Searchenginewatch.com, Danny Sullivan, said MSN would need to produce a 'better search' to beat Google and that it was a 'smart company with lots of money'.

But he added, 'Against Microsoft is the incredible lead both Google and Yahoo! have.'

Source: Chris Dillabough  NewMediaZero