Windows Phone part of Microsoft's Bing mobile growth strategy

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There was a time when the above headline would go without saying, but since Microsoft has set aside their goals for Windows phone growth, leading to a massive loss in quarterly sales in Q3 2015 of nearly 50%, and have concentrated on making their services available on other platforms, it has been fair to question Microsoft’s commitment and reliance on their home-grown mobile operating system.

However, according to Rik van der Kooi, Microsoft’s Corporate VP of advertiser and publisher solutions, Windows Phone is an important part of Bing’s strategy of growing their mobile usage base.

Kooi noted that in a number of European countries, Windows Phone continues to hold onto 20 percent share, and Bing was the default engine on those devices.

Kooi admitted that their market share was small in mobile search, but added  “We were small on the PC as well once, too.”

The Bing team has been celebrating finally achieving profitability and growing from 7% to 21% of the US search market over the last 6 years and appeared to be in an upbeat mood.

“Some doubted our commitment,” said van der Kooi. “We’ve built a business that’s on the path to success. We’re all in.”

Of course when it comes to mobile search Microsoft was not just relying on the small Windows Phone base.

Microsoft was also continuing to try to strike mobile deals like the one to power search for Siri and use their cross-platform mobile apps such as Office to deliver Bing search on handsets also.

“There is no silver bullet for us,” concluded Kooi.

Do our readers feel Windows phones are still important to Microsoft? Let us know below.

More about the topics: bing, microsoft, windows phone