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Archived in So was Cuil’s launch the biggest PR disaster of all time? Judging by the barrages of criticism and negative coverage you’d certainly think so. With hindsight, comparing yourself to the world’s most popular search engine before you’ve even gone live probably wasn’t the best idea.
For anybody not in the loop, Cuil is a new search engine created by a team of ex-engineers from Google, Alta Vista, IBM and eBay. This dream team was supposed to deliver a new standard in search, and loosen Google’s tyrannical grip on the search advertising market.
Cuil was launched to the fanfare of indexing three times as many websites as Google, and ten times that of Microsoft. Whilst the tactic of using a bold claim to attract attention certainly won it exposure, it backfired when the product failed to live up to the hype.
Peddling hype will backfire
Rarely does a news story on Cuil pass without a flood of negative feedback pouring into the comments section. People are furious at having their attention diverted on a product launch that’s fallen short of expectation, with many eager to share their own experiences of Cuil’s irrelevant links compared to Google. The pasting of images from one website onto another’s search result also hasn’t gone down well, appearing like yet more cracks in the beleaguered search engine’s algorithm.
With hindsight, Cuil should have been launched with ‘Beta’ pasted all over it in big, bold letters. Then it would have had a get out clause for early hiccups, and an excuse for why it went down repeatedly on launch day.
More importantly, the Cuil team should have stayed clear of using bold claims to push their product, particularly to an internet audience who aren’t just sceptical but furious if someone tries to peddle them hype.
Why Microsoft’s future is at risk
Cuil’s attempt to break into the lucrative search market occurs on the backdrop of Google’s online dominance posing a risk to Microsoft’s long-term future. Because Microsoft’s reign as the king of office software is under threat now that online applications are on the verge of competing directly with those on your desktop.
Along with email, word processing and data storage, PC applications are starting to emigrate online, offering remote access to documents and software from any internet connection.
Google has been investing heavily in creating online applications for the last few years, with Gmail, Google Docs and Google Earth now used by millions all over the world. There can be little doubt that Google has ambitions of usurping Microsoft as the software King, and adding it to their existing title as conqueror of the search market.
Microsoft aren’t just buying Yahoo for their search traffic
Microsoft’s protracted takeover of Yahoo is as much about buying an online presence as it is about gaining its search traffic. Whilst Yahoo’s 3.45% share of the UK search market pales into insignificance compared to Google’s 87%, Yahoo remains a popular portal because of its news, finance and other services, which provide the online consumer experience Microsoft craves.
Last month, Microsoft was given another poke in the eye on the urgent need to change their business model when Google replaced them as the UK’s # 1 brand (showing just how much searching on the internet has become a part of people’s everyday lives).
So will buying Yahoo give Microsoft the muscle needed to challenge Google’s online dominance? Time will tell. But becoming a popular brand is about providing services and products that people value. It’s not something you can buy or gain with barrages of publicity, but has to be earned. Just ask Cuil.
[Here’s an insightful BBC news clip discussing in more detail the pros and cons of Microsoft buying Yahoo]
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BDA (Buckingham Design Associates) - real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.
August 11th, 2008 at 3:03 pm
[...] Original bda - Buckingham Design Associates [...]
August 11th, 2008 at 6:52 pm
Cuil is definitely going for it, but it’s hard to imagine them doing anything but incremental changes to what Google’s done. And even that would take years of effort.
Me.dium.com has taken a different tack. We have a full web index, but we change the results based on the surfing activity of our user base (now over 2,000,000). It’s in alpha, but I’d be curious to hear your thoughts. http://me.dium.com/search
August 15th, 2008 at 11:13 am
[...] way towards explaining why Microsoft has been usurped from its throne, and why (as discussed in my previous article) it needs to fear for its [...]