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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared Evan Lysacek ends Yevgeny Plushenko's Olympic reign 2:40am EST Lady Gaga tops Cowell's "Idol" mentor wish list 18 Feb 2010 Greek MPs lash out at Germany over debt crisis 18 Feb 2010 FOREX-Dollar at 8-mth high, boosted by discount rate rise 18 Feb 2010 Bad news for record lottery "winner" 16 Feb 2010 For Apple suppliers, loose lips can sink contracts 17 Feb 2010 Cleveland deemed most miserable city in USA 18 Feb 2010 China's "ant tribe" poses policy challenge for Beijing 17 Feb 2010 Ohno again cashes in on Korean misfortune 14 Feb 2010 Fed seeks to calm markets after discount rate rise | Video 2:02am EST SPECIAL REPORT Inside Apple's fortress of secrets Inside a walled city in South China and amid intense security, employees are provided with dormitories, canteens, recreation facilities, even banks, post offices and bakeries. The goal? Keep Apple's secrets. Full Article Apple's iPad e-book store to use DRM: report Mobile operators unite to fight Apple app store Microsoft steps up search assault on Google Bill Rigby SEATTLE Thu Feb 18, 2010 7:31pm EST Related News Microsoft/Yahoo search partnership cleared by EU Thu, Feb 18 2010 US DOJ to OK Microsoft/Yahoo search deal -NY Post Thu, Feb 18 2010 EU OK seen for Microsoft/Yahoo search deal: sources Fri, Feb 12 2010 EU OK seen for Microsoft/Yahoo search deal-sources Fri, Feb 12 2010 Yahoo executives address "misconception" about search Thu, Feb 11 2010 Microsoft runs across a news ticker above a Yahoo sign in New York City May 19, 2008. Credit: Reuters/Joshua Lott SEATTLE (Reuters) - Microsoft Corp's assault on search engine leader Google Inc took a major step forward on Thursday as U.S. and European regulators cleared the software company's search partnership with Yahoo Inc. Technology | Deals | Media The 10-year deal, struck last July, is the biggest effort yet by Microsoft to establish an online business to rival Google, an area where Microsoft has lost $5 billion over the last four years. "Microsoft really has room to throw money at this," said Kim Caughey, senior analyst at Fort Pitt Capital Group. "I think it can work. If they can make inroads in specific target areas, they could have something positive to report." Microsoft has already made some progress with its search engine, Bing, picking up 3.3 points of market share since its launch last June. But Bing is not likely to "push Google off a very big pedestal any time soon," said Caughey. The battle for online search ads is only one front on a sprawling war for revenue between Microsoft and Google, which also encompasses operating systems and mobile phones. But neither has yet managed to compete on equal terms in each other's core market. "In terms of our modeling, we really don't see any impact from Microsoft-Yahoo on our Google numbers," said Clayton Moran, an analyst at The Benchmark Co. "It doesn't change much in terms of the competitive dynamics of the industry right away," he warned. "From a Google perspective, looking out over the next couple of years, it's a nonevent." The deal, cleared unconditionally by the Department of Justice and the European Commission on Thursday, is not expected to impact Microsoft's bottom line, but could lay the foundation of a profitable online business. "Really now, the goal is about share gain. If we grow share, we will grow our way into profitability, and we have confidence we can do that," said Microsoft's Yusuf Mehdi, who is charged with making Bing and the MSN portal a financial success, in an interview with Reuters earlier this month. Microsoft shares rose 1.2 percent and Yahoo's rose 0.7 percent on Nasdaq, in a broadly higher tech market. The Justice Department's Antitrust Division said the deal was unlikely to substantially lessen competition. U.S. market participants had expressed support for the partnership as a way to create a more viable alternative to Google, the division said in a statement issued late Thursday. Google, which did not oppose the partnership, did not comment specifically on the regulatory approval but said that there has always been "robust" competition in the search ad business. Its shares rose 1.1 percent. HOW IT WORKS The deal means Bing becomes the search engine for Microsoft and Yahoo sites, while Yahoo focuses on attracting big advertisers. Microsoft will handle the automated auction of search ads for use on both companies' sites, and pay Yahoo a portion of search ad sales generated on Yahoo pages. Microsoft is hoping that by making itself a single conduit for advertisers to access customers on both sites, it will become a credible alternative to Google. Last month Yahoo handled 17 percent of U.S. Internet searches, while Microsoft took 11.3 percent, according to comScore. Theoretically, that would now give Microsoft over 28 percent of search traffic, against Google's 65.4 percent. "At 30 points we are now a credible option, so that number matters," said Mehdi earlier this month. Globally, Google is even more dominant, with 90 percent of the search market compared with 7.4 percent for a combined Yahoo and Bing, according to November data from Web research firm StatCounter. FULLY COMPLETE EARLY 2012 The Microsoft-Yahoo deal was broadly expected to gain approval, but some had thought the companies might have to alter the deal's terms. The partnership took months to hammer out last year. It followed Microsoft's aborted $47.5 billion Yahoo takeover attempt the year before. Google abandoned its own advertising deal with Yahoo in 2008, which Microsoft opposed, under pressure from the U.S. Justice Department. Approval means Microsoft can begin the task of putting its Bing search engine into Yahoo sites. Neither company has laid out exactly how Yahoo's new search pages will look, but they will essentially be Bing searches with some customization of results by Yahoo. The companies aim to get the partnership fully operational in the United States by the end of this year, with the transition of advertisers taking place before the holiday shopping season, if possible. The partnership should be globally complete by early 2012. The deal had already been cleared by regulators in Australia, Brazil and Canada, but needed U.S. and European approval to take effect. The companies said they are still working with regulators in Korea, Taiwan and Japan. (Additional reporting by Foo Yun Chee in Brussels and Ian Sherr in San Francisco; editing by Andre Grenon and Richard Chang) Technology Deals Media Add a Comment More from Reuters Fed seeks to calm markets after discount rate rise WASHINGTON/MEMPHIS, Tennessee (Reuters) - U.S. Federal Reserve officials moved to calm speculation that a surprise rise in its emergency lending rate could bring forward broader policy tightening, saying borrowing costs in the economy would stay low. | Video Tiger Woods to make public apology | Video NY Democrats seek to avoid Massachusetts debacle U.S. department stores in fight for market share Evan Lysacek ends Yevgeny Plushenko's Olympic reign Toyota head prepares for Congress grilling on recalls | Video » More Top News China's "ant tribe" problem They live in dingy low-rises and can't afford the middle-class lifestyle they strive for. Will China's white collar "worker ants" revolt? Full Article Chinese housing dream slips away Housing boom spreads to poor center China Vancouver 2010: Norway soars, Vonn wrecks Norwegian biathlete Tora Berger captured her country's 100th Winter Olympic gold, while American Lindsey Vonn crashed and blew her chances of a second gold medal. Slideshow Lysacek edges Plushenko to gold Tooth Fairy may visit silver medalist Ligety predicts "nasty" men's super-G 2010 winter olympics © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts.com Buyouts Europe: Buyouts Conferences: Venture Capital Journal EVCJ International Financing Review International Securitisation Report Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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