By one measure, the search engine now executes a record one out of every five searches made on desktop computers in the US, a milestone Microsoft Chief Executive Satya Nadella touted last month in a meeting with Wall Street analysts. But Bing’s standing internationally, and in fast-growing mobile search, is a fraction of that.
Still, executives and outside observers say Bing has gone from the butt of jokes and awkward product placement in movies to a tool comparable to Google’s in terms of its technology. The calls to shelve the business or sell it to a competitor have quieted. Microsoft has integrated Bing’s underlying data-crunching technology into its other software, and plans to tie it closely to its upcoming Windows 10 operating system.