Microsoft, the onetime monopolist, must find it hard to play the role of underdog. But that’s exactly where the company finds itself today when it comes to the highly non-competitive search market, where Google continues to lead and Microsoft is an extremely distant number two.
Google’s dominance also extends to the browser category, where Microsoft Edge is far behind Chrome. It’s still too early to tell whether Microsoft’s all-new Edge browser, based on Google’s open source Chromium code base, can make a dent in Google’s overwhelming lead on desktop PCs.
Ironically, Microsoft’s latest strategy for winning people over to Bing and Edge involves the same sort of tactic that got them in trouble in the 1990s: tying its search engine and its browser tightly to Windows. The difference in 2020 is that Windows no longer has monopoly power in a world dominated by mobile devices.
That background helps put today’s