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Microsoft eyes “super app” to challenge Apple and Google’s dominance of mobile search

Microsoft wants to boost its mobile efforts with a new “super app” for the iPhone that combines a variety of features into a single app. According to The Information, Microsoft hopes that such an app will assist it in breaking into the mobile search market, which itself is dominated by Apple and Google as of now.

super app
Image Source: news18.com

This one “super app” would integrate purchasing, texting, internet research, newsfeeds, and other features into a single iPhone and Android app.

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According to the report, this would resemble a mobile strategy that has worked for Tencent, referring to the hugely popular WeChat app. WeChat, on the other hand, combines messaging, buying stuff, news articles, and various games into a single app.

The report goes on to say that it’s not clear “whether Microsoft will ultimately launch such an app,” but it’s something that’s been internally considered. Microsoft’s push to better integrate into mobile products is being led by CEO Satya Nadella, who is particularly focused on “pushing the Bing search engine to work better with other Microsoft mobile products.”

Source: 9to5mac.com

Due to a major multibillion-dollar agreement between Apple and Google, Microsoft’s Bing is at an obvious disadvantage on Apple platforms. Apple has made Google’s search engine the default on its every platform as a result of this agreement.

The Information reports that Microsoft has previously bid on this deal but has always been beaten out by Google. “The negotiations have typically taken place directly between Nadella and top Apple executives behind closed doors,” the report says. This leaves “many top Microsoft executives in the dark about the process.”

Source: 9to5mac.com

The Google-Apple deal, on the other hand, is coming under increasing antitrust scrutiny. According to the report, an agreement between Microsoft and Apple may not garner as much regulatory attention because Bing’s contribution to the web search market is tiny in comparison to Google’s.

However, there is currently no evidence that Microsoft intends to aggressively pursue a deal with Apple to make Bing the default search engine on the iPhone. Instead, the company’s efforts are focused on enhancing Bing’s compatibility with current Microsoft services and considering the possibility of a super app.

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