Australia’s plans to make major digital platforms operating in the country pay for news received support from an unlikely place recently, with Microsoft expressing support for the government’s plans.
Of course, the company has something to gain from this, as the AU gov’t’s plans would likely lead to a bigger market share for Microsoft and Bing. A Google executive stated during a Senate hearing in January 2021 that if the Australian government moves forward with the planned legislation that would make tech giants pay for news, then Google would likely pull out its search engine in the country.
Microsoft President Brad Smith stated that they support the proposed News Media Bargaining Code, which he and Microsoft Chief Executive Satya Nadella expressed to Australian Prime Minister Morrison and Australian Communications Minister Paul Fletcher.
On PM Morrison’s end, he confirmed word that he had spoken to Microsoft’s executives about the possibility of Google being replaced by Bing should Google make good on their threat.
Smith stated that should Bing replace Google, small Australian businesses will be able to transfer their ads to Bing without dealing with too many transfer costs, if any. They stated that they believe that the proposed News Media Bargaining Code would lead to a more even playing field in the digital ecosystem, for customers, businesses, and the country in general.
Though Bing is Australia’s 2nd most used search engine, most king kong marketing reviews are calibrated for Google. This is due to the fact that Google accounts for the vast majority of market share in the country, reportedly around 95%.