Microsoft is not the dominant market force it once was, even if growing cloud ambitions are getting the company back to where it should be. The truth is in many areas Redmond has conceded market position to Google, such as in the web browser space and of course the mobile platform business.
Bing is largely a different matter. Sure, since Microsoft's search engine launched in 2009 the figures consistently (read constantly) show Google Search with the dominant market share. However, Bing has managed to be a potent upstart and has been clawing against its bigger rivals since launch, nibbling away and getting a bigger slice of the market.
It is slow progress of course, Google secured dominance in the search market 15 years ago, but Bing is continuing to move in the right direction, as the latest figures from ComScore show. The market researcher found that Bing increased its market share in the United States through April 2016, growing by 0.2% to hold 21.6% of the market.
Bing's rise seems to be at the expense of Google, which declined 0.2% to 63.8%, while Yahoo grew 0.1% against a 0.1% drop for Ask.
Of course, this is Microsoft's home market (Google's too of course), so Bing's acceptance in the United States is more of a guarantee. However, the search engine has been growing globally for years, and with some important collaborations now firmly in place, growth looks assured for the time being.
For example, Apple uses Bing as the default search engine for its Siri virtual assistant, opening the door to a potential user base of hundreds of millions. AOL, although an ailing giant, still has a sizeable search audience, and its search engine is powered by Microsoft's Bing.