Microsoft Bing is reportedly set to replace Google as the default search engine on Samsung devices, according to a report by The New York Times.
Samsung, one of the world’s largest phone makers, is considering switching from Google to Microsoft Bing, a move that could cost Google as much as $3 billion in annual revenue.
Microsoft Bing’s Rise as a Competitor
Bing has been making strides in the search engine market by incorporating artificial intelligence, adding OpenAI’s technology to provide ChatGPT-like responses to user queries. This has positioned Bing as a stronger competitor to Google’s search dominance.
According to IDC data, Samsung shipped 261 million smartphones in 2022 and has a long-standing partnership with both Microsoft and Google. Samsung devices come pre-installed with apps and services from both companies, including OneDrive and Google Maps.
Samsung’s deliberation to replace Google Search
While the deliberation to replace Google with Bing as the default search engine on Samsung devices is ongoing, Samsung has yet to reach a final resolution on its plan to sustain its partnership with Google. The report indicates that Google is working on several projects to update and improve its search services to avoid losing ground, including adding artificial intelligence features to its existing services under the project known as Magi. Over 160 people are reportedly working on the project.
Google’s dominance in mobile devices in the US and much of the rest of the world, thanks to its deals with Samsung and Apple, are valued at approximately $20 billion in yearly sales, according to The New York Times.
Google is not new to large language models, like the one underlying ChatGPT and Bing’s chatbot capability. The company’s chief business officer revealed on the fourth-quarter results call in February that the company has been using LLMs to predict the intent of users’ queries. Google is also releasing Bard, its chatbot search assistant, albeit slowly.
Conclusion
While Samsung has yet to make a final decision on the switch, the potential move by the South Korean company could be a major boost to Microsoft Bing’s market share. Google will likely continue to innovate and improve its search services to maintain its dominant market position. The battle for search engine dominance is far from over, and it will be interesting to see how things play out in the coming months.
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