With Siri and new alliances, Apple takes on Google search
July 06, 2012 | Online Marketing
Rather than compete with Google on keyword search, Apple is taking a different tack by focusing on a subset of the search universe that users are mostly likely to scour while they are out and about.
Google still reigns supreme in search, loved by consumers for its relevant results and advertisers for its reach. Deep-pocketed rivals, particularly Microsoft Corp with its Bing search engine, have tried in vain for years to reduce Google's dominance.
Rather than compete with Google on keyword search - which would mean battling algorithms refined by the millions of searches performed every day - Apple is taking a different tack by focusing on a subset of the search universe that users are mostly likely to scour while they are out and about.
That includes restaurants, movies, sports, business listings, maps and locations - where quick, digestible bite-sized results are desired, rather than the more involved research that users perform with Google. The increasing use of mobile devices for accessing the Internet only plays into this trend.
Get the full story at Reuters
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