Is Microsoft's Live Search Cashback Doomed? Not so fast.

(Also posted here)
There has been a lot of buzz around Microsoft's Live Search Cashback program that was announced recently. Most of the commentary has been along the expected lines - Microsoft is the perennial villain and anything it does has to be ridiculed. Consequently, there are very few positive reactions to this move from Microsoft. If the roles between Google and Microsoft were reversed, everybody would be bending over backwards to shower Google with praises like "paradigm shift", "out-of-the-box thinking", "game-changing" the dreaded "innovation" etc.

While I don't have any extra love for Microsoft, I do think that Microsoft has not been given enough credit for this great move. Google has been dominating the search market for a while now. Microsoft needed to do something drastic to be competitive in this area and I personally believe this offering will allow Microsoft to take the fight to Google.

Disruptive Model

While there is no doubt that Microsoft needs to innovate in search technology, this is still a brilliant innovation in the model. At the same time, I concede that there is no single silver-bullet that Microsoft can come up with to challenge Google. Microsoft will need a series of such disruptive innovations - either in technology or in search models to take the fight forward.

Microsoft can withstand the losses

As has been analyzed to death, this program is not going to generate immediate returns for Microsoft. It may even be difficult to keep it profitable for a long time. Nonetheless, Microsoft is sitting on a pile of cash and it can afford to lose some revenue if it means it can attract more traffic. Remember, search is bread-and-butter for Google. Microsoft has other strong revenue streams apart from ad-revenue from search. Microsoft can bleed a little in this secondary revenue stream if it means it can make Google bleed more in their primary market. Hasn't Google been trying to do the same to Microsoft with their web-based software?

Will Google and Yahoo sit idle? Absolutely not. Is this initiative a winner? Can't say. It may still end up a flop. In any case, the search market is about to get competitive again. As most would agree, that will only benefit the users, consumers and advertisers.