Who is David and who is Goliath ?

I am reading this article, Ballmer still searching for an answer to Google. The article explains that Microsoft “may be the only company in a position to provide ‘any real competition’ for Google in the online search business.“, that it may invest some significant amount of money in a “five-year task” :

We need to do some work to fundamentally reinvent the search business model… You don’t brute-force your way into a market. You only make great strides when you redefine the category for the user.

Well, it is not simple to understand who Goliath is in this case (because, of course, we would try to support David here). So, who is David? I personally think that promoting a real alternative to Google can only be great for all of us, the users. I would have certainly preferred that an alternative to Google would have been provided by a non-for-profit organization. I want, though, highlight two points:

  1. the idea of reinventing the search business model is, IMHO, great. Let’s stop copying what others do… Let’s put the face on!
  2. providing alternatives to an hegemonic system is too important.

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