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By captivating benefit of its underdog status to try new things and alter the search experience, platform & Services President Kevin Johnson said throughout an interview/keynote with look for guru Danny Sullivan at the look for Marketing Expo meeting in Seattle today.One way that Microsoft’s going to differentiate itself is by emphasizing its Live investigate as a tool for saleable dealings, highlighting categories such as travel and shopping. That’s a smaller share of overall search — about 30 percent — but it’s where 80 percent of the ad spending occurs.”If you look at the last three to five years, the user experience hasn’t changed. I think there’s a new archetype users will want and squeeze,” he said.

Microsoft’s loom is to first innovate and progress search, then distribute its goods via deals like preloading its search tools on PCs. It announced such, a deal with Hewlett-Packard on Monday. The third constituent of the strategy is advertising its foodstuffs.(Microsoft may also get a nudge if it toes the line on privacy practices advocate by watchdog group such as EPIC, which today slammed Google for not highly posting its privacy policy on its home page.)Sullivan noted that Microsoft’s marketing challenge includes its confusing explore brand. Asked why it doesn’t change the brand back to MSN or try a bit other than Live, Johnson said he realize there is a quandary but changes weren’t be made while the Yahoo merger was still an option.Sullivan noted that while Microsoft makes it easy for consumers to change the default search engine in its traveler browser (owing to antitrust decrees.) Google is the default on Firefox. He couldn’t get Johnson to say anything too nasty about the arrangement, though. Instead Johnson talked about how Microsoft’s providing choice, saying “I think our browser is a better browser.”"We think all browsers should give users the option to decide search defaults and one of those options should be our Live Search. I think that’s a reasonable thing that consumers and you and everyone in this space should be asking.”

personal pointer helps us make the platform better. Have sign up more than 100 publishers since Microsoftacquired aQuantive, with Facebook, Viacom, Digg, Wall Street Journal.Someone from the meeting asked how to overcome his sensitivity that “when I think of search I think of Microsoft as the man and Google as the way to get at the man?”Sullivan did a quick survey of the audience, which apparently thought that in look for, Google is in fact the man. Consumers may feel otherwise and associate Microsoft’s search with its desktop dominance, he said.”In any industry, choice is good. We are here to provide choice – choice to the consumer, choice to the publisher, choice to the advocate. We’re going to do that by innovating and deliver value to the market.”But he recognized that most customers are still choosing the other guy:”Today we’re flopping around at 9 or 10 percent market share and we’ve got to create that.”