• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

    Follow me on Twitter

Bing is stealing share

I have been watching the slow emergence of Microsoft’s search engine, Bing, carefully because it seemed to me to be a losing proposition. I haven’t had faith in the Microsoft brand in decades because it’s known for over-complexity, which always gets trumped by Apple’s simplicity.

In addition, Google has owned the search engine space and its brand has always held great appeal.

But Bing is slowly making inroads, reaching an all time 17% market share last spring, while Google was down almost a point in market share (while still owning more than 66% of the market).

What’s happening here?

Bing screenshotWell, for one thing, Microsoft, as a brand, has gotten out of the way. It’s all about Bing and simplicity has entered the equation. Its name means precision and the sound, of sorts, of when you’ve found what you’re looking for. It’s not difficult to navigate in any way and, while its pages certainly are similar to Google, it has added color to the search engine space.

Microsoft is continuing to invest in its search engine. It has signed a deal with Local to provide location-based product data that will replace Bing Shopping.

Google is no brand to mess with, meaning that Bing is in for a long haul to continue stealing market share. But I wouldn’t be surprised if it continued its upward ascent.

Leave a Reply

Your email address will not be published. Required fields are marked *