The two most famous tech giants recently ended a five-year Truce, Microsoft and Google, the Rivals have finally opened up about the problematic relations between them and have finally decided to stop playing nice. While Duo appeared to represent a thaw between the tech rivals, behind the scenes, the relationship was less friendly.
What was the Truce all about?
In 2016, After decades of rivalry and fights, the new CEOs of both companies decided to sign a non-aggression pact aiming to start fresh their bitter relationship, according to this agreement both companies agreed not to aim their substantial lobbying firepower against each other
however, things didn’t work out as planned as 3 years later the situation began to fray, Jonathan Tinter, Microsoft vice president of business development, stated this on Thursday in Washington after it broke both the rival companies which compete in web search, cloud computing and artificial intelligence are now free to set-up behind the scenes lobbying efforts and public complaints against one another.
Image Source – Business Standard
What Allegations Microsoft put on Google ?
Microsoft alleged that Google has monopolized the online search market through Contact where it paid billions to Apple. inc and smartphone makers to make it search engine default on browser and mobile devices
In March 2020, Microsoft criticized Google that its Search Ads 360, which allows marketers to manage advertising campaigns across multiple search engines, was not keeping up with new features and ad types in Bing. As it was easier and better for potential advertisers using that system to buy google spots than Microsoft ones.
Microsoft President and Chief Legal Officer Brad Smith in a Bloomberg television interview in April said that Google turned its ears deaf when Microsoft raised concerns regarding the issue that if you want to sell or buy advertising on the internet then one has to use Google tools and the tools were designed in such a way that it fails to interoperate easily with others and this impact everyone.
Image Source – NewsBreak
What does Google say in its defense?
Google said what it can do if consumers like its search engine more and it is user-friendly and easy to switch as compared to Bing, Google also alleged Microsoft that it repeatedly instructs users to switch to the default search engine Bing. Google complained that the Microsoft Cloud program did not allow Google Drive products to participate. Google believes that Microsoft is objecting because it sees Google as a threat to Microsoft’s cloud-computing and Office productivity businesses.
Moreover, Alphabet (Google’s parent company) opened upon its proposal that Microsoft place a Google search widget on the main screen of its touchscreen smartphone but Microsoft rejected this request and said that it would use its search engine Bing.
Talks between both the Rivals never Reached Conclusions.
Jonathan Tinter said that both the companies reached a conclusion on the matter of cloud computing, but could not resolve the problems related to search advertising tools. Therefore nothing was ever signed on either of the issues. In the end, both companies finally walked away and did not reach any agreement. Microsoft and Google also let their peace deal expire in 2021