Microsoft would like its customers to consider Bing as a service that competes head-to-head with Google. And if you live inside the US, that's a true statement but for those who live elsewhere, it has been a second-class service since its inception - but a new job posting states that is about to change.
According to a new position posting on Microsoft's Careers website, Bing is "embarking on the most ambitious geographic and product expansion in its history." The posting goes on to say that international expansion plans are "now front and center at Bing", and that they are extending their reach across 75 markets around the world.
This is not a simple expansion either as Microsoft is going all-in on bringing local content to these new markets. The job posting says that the successful candidate will be required to "drive and execute strategic partnerships and tactical deals in key search distribution and content areas (which may include local, shopping, entertainment, music, books, video, social, news and apps), for the web, mobile/tablets, Xbox and other devices." While the project appears to be in its infancy, seeing how quickly Microsoft has been rolling out new products and features in other products, we are quietly hopeful that these markets will get content sooner, rather than later.
It's good to see that Microsoft is continuing to improve and expand Bing around the world, as that's the only way they can grab a greater chunk of market share. With a sub-par offering nearly everywhere but the US, there has been little incentive to use the service abroad.
With Nadella saying that he will not sell off Bing, you can expect to see continued investments into the service and this appears to be the next major stepping stone for the platform. If you do live outside the US, let us know when you start seeing these improvements affecting your local search results.