Microsoft joins FairSearch coalition against Google

Microsoft has joined the FairSearch coalition in a move that underlines the growing tensions in the internet search market.

The FairSearch group of companies is opposed to Google's $700m (£461m) takeover of ITA Software, which creates algorithms used to power search results for online travel – software Microsoft uses within its own Bing search engine.

The coalition of companies argues that Google's control of the travel search market would give it the ability to manipulate and control search results, which would harm customers.

"The end result could be higher travel prices, fewer travel choices for consumers and businesses, and less innovation in online travel search," the group said.

Google, not surprisingly, disputes this and has set up a dedicated web site to refute the various claims made by the FairSearch group, and make clear its intention to honour all contracts that any ITA customers had with the firm.

However, experts argue that Microsoft's decision to join FairSearch has given the ITA row a broader significance.

"On the one hand the ITA issue is just a border skirmish, but it represents attempts by other search firms in the US and elsewhere to try and rein in Google's dominance and halt its growth," said Forrester principal analyst Nate Elliott.

"It would seem unlikely that Google would change anything drastically with ITA software as that could benefit competitors, but firms like Microsoft have to make these arguments to help them try to maintain their position in the market."

He added that though Microsoft was taking positive steps to attract new users to Bing, it still faced an uphill struggle.

"For Microsoft to win market share from Google it'll have to out-innovate one of the most innovative companies on the planet and so it will be difficult for it to move market share to its search engine," he said.

"To Google is a verb, but 'to Bing' isn't."