Microsoft against Google

"Wearable" competition

At the beginning of December, 2013 Microsoft filled up the range of the online show-window with a series of "caustic" goods - the t-shirts, mugs and accessories touching a sensitive issue - whether scans Google e-mail? The cliches applied on products are variations same: somebody with the Chrome logo and the signature "I monitor you" (in the spirit of Orwell) or the same logo with a text "Be not nervous while we steal your data". "The last invention of Microsoft did not surprise: the competition in the market of wearable electronics is really heated", - Google reacted to this cheerful range^[1].

Scroogled!

Sale of "mocking" goods - a part of wider "tactics of intimidation" from Microsoft begun in February which passes under the slogan "Scroogled" *. Starting point for this campaign: Google looks in Gmail accounts for the best sight of advertizing. Microsoft itself also scans mail, but only then, the company states more reliably to cut spam, and not to raise an advertizing revenue at all. Microsoft right there offers Bing and Outlook as alternatives for those who are afraid for a privacy.

Fight for YouTube

Microsoft decided to fight also in the market of video content, having released in May own version of a player of YouTube for Windows Phone - without commercial inserts. Google right there cut the competitor, having disconnected API interfaces of access to the service. When Microsoft repeatedly released the application in August, already with advertizing, Google stated that it violates conditions of provision of services of YouTube though itself participated in creation of this program. In the statement published then Google added "poison": in vain Microsoft did not construct the program on HTML5, thereby having deprived of users of "a full range of opportunities of YouTube".

"Winter cleaning"

In December, 2012 Google announced that it will stop Exchange ActiveSync support - it was called "winter cleaning" (winter cleaning). Users of iPhone still could connect Gmail to the phone through autotune, but for owners of smartphones with Windows Phone it created a problem. At that time Google did not express interest in creation of the programs for Windows Phone capable to be connected to Gmail accounts, but as a result arrived absolutely on the contrary. Initially it was planned to cancel support since July 31 of this year, but in August Google announced that it prolongs it till December 31, 2013.

For a game two are necessary

In attempt to increase a market share of Outlook.com, first of all at the expense of Gmail, Microsoft announced that its popular mail server will be able to use IMAP now and also its own service Exchange ActiveSync. Having passed to IMAP, Microsoft cancelled support of the Calendar of Google at the same time. It was said in the statement published then: "In the light of the solution of Google to change the support for EAS we use IMAP now for those our clients who want to be connected to the Gmail accounts".

Where reciprocity?

In May Microsoft announced that it decided to integrate the Google Talk functions into the Outlook.com platform, as well as other websites of social networks. But it was the street with one-way traffic. Acting after this declaration, the general manager of Google Larry Page commented on it so: "Microsoft interacts with us, but does not want the same in the opposite direction, and it is sad. In such way not to make progress. This cooperation, but not attempts to milk one company for own benefit is necessary".

Advertizing weapon

Microsoft recruited Rob Schneider in the mocking advertizing filmlets striking Google Docs where the thought was carried out that "it is risk" and "it's not worth the trouble". The alternative - a packet of Microsoft Office was right there presented - and it was said that Google Docs loses to it in all respects. On YouTube it is still possible to look at these masterpieces: "Valuable player of your command"

"Google Docs does not cost a game"

April Fools' draw

On the April Fools' Day, on April 1, 2013, Bing started a draw with a view to Google. If someone pressed Google in search string, then there was a page imitating a type of Google search engine with the main search result of "Bing". At the same time instead of the corporate Google "To Me Will Carry!" button the text "Flaunted I will get confused here". Microsoft justified itself the fact that it was the retroversion of Bing of a sample of 1997 - before it "was improved".

Accelerating start of Bing

The present search engine Bing started in 2009. One of advertizing campaigns on promotion of the website was called "Bing it on Challenge". In these rollers activists caught casual people on the street, suggesting them to compare two search mechanisms blindly. Every second selected Bing, but not Google. However professor of Yale University Ian Ayres did not believe that over 5 million people participated in this poll, and conducted own research. According to its results, the majority prefer Google search engine, except as specified, when search criterions which are offered by Bing are necessary. Microsoft continued the advertizing, but was limited to the fact that users just "prefer" Bing, without going into the further details.

"Chinese revenge"

In 2005 when Google hired to the High of Li (Kai-Fu Lee), the former corporate vice president of division of Interactive Services in Microsoft, the last did not remain to it indifferent. Google employed Li for work in the research division in China, however Microsoft stated that it violates the agreement on not competition in Li's contract and filed a lawsuit against Google. Microsoft did not blame Li, but struck blow to Google, the "induced" Li to violate his contract.

"I mentioned the most sensitive string of the company, - Li writes in the memoirs. - For the last few years Microsoft lost several hundreds of people who passed into Google. Microsoft and the general manager Steve Ballmer could not reconcile to it".

Did not reach judicial listenings, and two parties settled the dispute confidentially; compensation of damage of Microsoft and cancellation of the new contract of Li with Google was result.

Notes