Microsoft to block the use of Cortana digital assistant with rival browsers in Widows 10 Digital Marketing News

 

They’re saying the move will protect the ‘continuity’ of Cortana queries

Microsoft have announced that their digital assistant, Cortana will no longer work with rival web browsers such as Chrome, Firefox and Opera. Queries made using Cortana will now generate results from Bing exclusively.

The edict was delivered with a bare minimum of fanfare, in a Microsoft blog post entitled “Delivering Personalized Search Experiences in Windows 10 through Cortana”. Here are the pertinent paragraphs:

“Unfortunately, as Windows 10 has grown in adoption and usage, we have seen some software programs circumvent the design of Windows 10 and redirect you to search providers that were not designed to work with Cortana. The result is a compromised experience that is less reliable and predictable.

“The continuity of these types of task completion scenarios is disrupted if Cortana can’t depend on Bing as the search provider and Microsoft Edge as the browser. The only way we can confidently deliver this personalized, end-to-end search experience is through the integration of Cortana, Microsoft Edge and Bing — all designed to do more for you.”

Microsoft may be selling the exclusion of rival operating systems as a positive for user experience – but it doesn’t take a cynic to appreciate the prospective benefits for Bing: more queries, higher uptake and ultimately, a bigger piece of the search pie.

Action it!

Windows 10 was the second most widely used OS in March 2016, with a market share of 12.82% (the indomitable Windows 7 retained a massive 52.37% of users).

That leaves Windows 10 with a lot of ground to make up, but the new OS’s significant minority will translate into a growing share of personal assistant searches. The upshot could be an increase in Bing’s share of voice search traffic.

Bing Ads users may therefore benefit from focusing more of their attention on voice search keywords and phrases – getting in there ahead of the curve could provide a window for value-for-money bids in the short term and a head start in ongoing voice search ad optimisation.

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