Microsoft wants to take advantage of Google's weaknesses and then
appears as a staunch defender of publishers. The company thus intends to
position itself as a privileged partner.
Google is grappling
with the Australian government which wants to bring into force a law
obliging the Californian giant and Facebook to pay local media.
Microsoft intends to ensure that such a device is implemented in the
European Union.
A unique opportunity for Microsoft
In order to better position
itself in the search market, Microsoft is taking the opposite view of
Google and Facebook by showing itself in favor of the remuneration of
publishers.
Microsoft had already claimed to be able to supplant
Google on Australian territory while complying with this new law. Now,
according to an Associated Press report reported by USNews, Microsoft is
in the process of initiating discussions with publishers in the
European Union.
Satya Nadella's firm is said to have met with
lobbyist groups such as the European Publishers Council and News Media
Europe, as well as with representatives of magazines and daily
newspapers.
By positioning Microsoft in the camp of publishers
against the other behemoths of tech, the market could then evolve and
the company could suddenly impose itself on the field of online news in
an economic model without tensions.
Microsoft is surfing the tensions
Historically, Google and
Facebook have always refused to pay the media. The first explained that
its Google News service was a major source of traffic for them. For
their part, the media do not appreciate seeing these two Californian
companies exploiting their content to make it available to Internet
users outside their websites.
In Australia, tensions have
recently escalated. The local government wants to impose firm legal
restrictions. Google has also threatened to leave the country.
A
university study published earlier this month indirectly supported
Microsoft's initiative by explaining that the Bing engines, but also
Ecosia were much more relevant than Google for returning quality news
content. Opportunistic study or not? Either way, Google obviously
rejects these results.
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