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This year, Microsoft’s acquisition further accelerate the pace, investment also sharp increase: first in February, the acquisition of the Medstory extended its health care field of intelligent search technology; And then in mid-march and early may acquired Tellme Network respectively and ScreenTonic, extended its voice mobile search Microsoft Office 2007 technology and mobile advertising technology; At the end of may to a record price bought aQuantive; Acquired AdECN in July, and obtain the network advertising transaction platform.

In this series of purchase, the most conspicuous is aQuantive with $6 billion by Microsoft in the pocket. Because the purchase created Microsoft takeover of the highest price history records, and this transaction also reflects in Internet advertising on Microsoft and Google settle the determination.

High prices for why aQuantive

AQuantive founded in 1997 is a Internet advertising company. Although is founded time is not long, but it in the 2005 global advertising sales rankings as high as 14 th. Through a series of acquisitions and integration, itself in the buyout by Microsoft Office 2010 has 3 sub-companies when, they were for customers in the design of interactive advertising ARazorfish Avenue, the Internet; To provide Internet advertising management and control technology platform no Atlas; And advertising agencies DRIVEpm intermediary company. And DRIVEpm have a first-class contains 250 home popular website distribution network, and the massive customers.

Microsoft and Google’s second major is launched at the end of 2005 the exchange of Live personalized platform. This is to Google in the same year the launch of the earlier the iGoogle and a follow up, can this time Microsoft is already were hit with a double whammy. Because Google’s free email system Gmail begin to erode Microsoft Office 2007 Hotmail, and Google earlier in the development of other applications in the iGoogle rapid integration. Almost overnight, through the Ajax, iGoogle to users with a and a unprecedented personalized interaction platform new experience, and at the same time, its search type advertisement, also with each application to Google brought rich profit, and ultimately to Google’s stock in 2006 after the 500 dollars of tyre mark.

By contrast, Microsoft’s Live platform but almost no improvement. See the Internet advertising market took off, and its and Google is the widening of the gap in, but Microsoft started to retool use capital advantage through the purchase of accelerating technology update. In 2006, Microsoft through the purchase of Bridge, Onfolio amount, Lionhead and Microsoft Office 2010 Massive won the mobile Search respectively, Live by browser toolbar information based on the overall arrangement, psu on Xbox game design and in computer games in setting advertising technology.