Microsoft Considers Building 'Super App' to Rival Apple and Google

Microsoft has considered building a 'super app' that would combine shopping, messaging, web search, news, and other services in a single smartphone application, according to a new report from The Information.

The app could help the company boost its advertising and search business, as well as, Teams messaging and other mobile services.

Unlike Apple and Google, Microsoft doesn't operate a mobile app store for smartphone users. By creating an all-in-one app that people don't need to leave to access its other offerings, Microsoft hoped to emulate a mobile strategy that has worked for Tencent. The Chinese firm's WeChat app, which combines messaging with shopping, online games, news and a variety of services including grocery ordering, is a source of inspiration for top Microsoft executives, the people said.


It's suggested that Microsoft could try this strategy following failed attempts to outbid Google for Apple's mobile search contract. Apparently, negotiations for the contract have taken place behind closed doors between Microsoft CEO Satya Nadella and top Apple executives. However, Apple has always stuck with Google.

More details in the full paywalled report linked below...

Read More