Rumours abound that Murdoch and Microsoft might team up to make Bing the only place where News International content can be found in search.
As a stick to wield at Google, it’s pretty much the only one Rupert has. And as they trail by miles in search share, Microsoft won’t miss an opportunity to team up and gain an edge either.
It must be tempting for Google in turn to consider exclusive deals with Murdoch’s competitors.
But what do consumers want? Imagine a world where you have to know “I can find this kind of content on Google but that on Bing, or that on Google but not on Bing”. It’d be awful. Like having to dial 118 118 for these phone numbers, but 118 247 for those phone numbers.
We want everything in one place.
I wonder whether Google would open up a PR front championing “search neutrality“? i.e. position themselves as wanting to bring you the whole web and de-position others as wanting to fence it off.