Lately the rivalry between Google and Microsoft has intensified, each trying to grab market share in each other’s core products and services.

Google has the upper hand as a search engine; in September, it accounted for 72.15% of all U.S. online searches. Thus Google is the greatest source of online traffic to key U.S. industries, giving them supplier power to companies who want to place their ads there. On the other hand Microsoft has developed Bing which accounts for 23.64% of all online searches. Although Bing had barriers in entry as google has an established market and reputation, considering it has only been running for a little bit over a year ago, it is increasingly becoming a threat.

Regarding browsing, Microsoft rules out the competition with their Internet Explorer with 59.7% usage, but this percent in decreasing while google is increasing. Google’s Chrome browser continued its steady rise in usage from 7.5% in August to 8% in September.

Here is a good example of how rivalry between mayor and profitable companies work. They emulate and try to outperform each other to gain more profit.
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