One app to rule them all, one app to find them, one app to bring them all and bind them in the dark. make it your new favourite. This is what Microsoft seems to be thinking, in view of the plans of those from Redmond to create what many define as a super app which would seek to bring together a large part of the company’s services, thus improving their visibility and integration, something that would benefit the user… but also the greater popularization of some of them.
The main key in this regard is found in the fact that this app of apps or, to be more exact, app of services, would be built around Microsoft Bing, the company’s web browser that, despite having some quite remarkable aspects and offering In general, a good result (never better said) faces the absolute supremacy of Google, which in addition to having the approval of the vast majority of users, also maintains part of its enormous share of users in contracts such as the one signed with Apple to be the default browser on iOS.
Thus, as we can read in The Information, the super app of Microsoft intends combine shopping, messaging, web search, news sources and other services, all proprietary, in an app aimed at smartphones with Android and iOS. And, as we can read in said article, it seems that it is Satya Nadella himself, CEO of the company, who is behind said project:
«While it’s unclear if Microsoft will eventually release such an app, people with knowledge of the discussions said CEO Satya Nadella has laid the groundwork by pushing the Bing search engine to work better with other Microsoft mobile products. For example, he has ordered Bing to integrate with Microsoft’s Teams and Outlook email apps, making it easy for customers to share search results in messages.»
With this service app, Microsoft would test a model already successfully tested by Tencent, which already has a super app that provides access to a good part of its products and services. And it is a quite intelligent strategy, since all those users who already use at least one of the company’s services, by downloading and installing this app, would be much closer to the rest of the ecosystem of Redmond services and, if the integration between them it is as fluid as can be expected, it is possible that whoever downloaded it to, for example, use Teams, soon after also uses Bing to search for information in line with the conversations held through the app.
