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Yahoo: Microsoft Bing won't bring success

Bing - a major push from MS
Bing - a major push from Microsoft

Yahoo CEO Carol Bartz has expressed her doubts that Bing will finally crack the search market for Microsoft.

The arrival of Bing, backed by a massive marketing budget, represents Microsoft's latest attempt to gain a bigger market share in internet search.

But Bartz, speaking at the Bank of America US Tech conference, said that a short term uplift would not lead to any kind of key market shift.

No scale

"They're not going to get scale through Bing," insisted Bartz . "They're going to get some temporary interest."

Bartz also insisted that the arrival of Bing as a replacement to Microsoft's Live Search, did not add pressure for a merger, despite the fact that she sees a partnership as mutually beneficial.

"Yahoo doesn't have to do anything with Microsoft about anything," Bartz stated "We are a damned big, important site,"

Yahoo, once the world's most popular search engine, has watched its share dwindle – although it remains the second biggest search engine in the US.

However, with talk still rife that the only thing that will arrest the slide is a partnership with Microsoft, Bartz did point out that this could save her company from between $500 to $700 million (£307m - £431m).

Patrick Goss

Patrick Goss is the ex-Editor in Chief of TechRadar. He is a passionate and experienced journalist, and he has been lucky enough to work on some of the finest online properties on the planet, building audiences everywhere and establishing himself at the forefront of digital content.