Reuters reports that Microsoft “will introduce a search engine better than Google in six months.”

Assuming they do, that’s just step one in addressing their real competitive challenge: It’s not just what’s under the hood that matters, it’s how people view and use Google. It’s that “Google” is a verb. It’s that Google is so deeply ingrained into the way so many millions use the Internet.

Think Mac and PC: A Mac is arguably better than a PC, but PCs are so deeply ingrained into the way so many millions use computers. Talk about operating systems and interfaces and virus vulnerability and stability all day long, but ultimately customers need to know: “What’s my compelling reason for switching?”

Gates and Co. may come up with better search algorithms, but unless they’re accompanied by compelling reasons to stop using Google, and perhaps even some sort of fundamental shift in the way we interact with all the information on the Internet, I suspect Google’s spot at the head of the class is secure.

This entry was posted on Thursday, March 2nd, 2006 at 8:04 am and is filed under Internet Stuff.