Microsoft puts pressure on Google with Bing BlackBerry tie up

Microsoft's Bing team has pulled off a surprise coup by displacing Google as the default search tool in the browser and the default map and search app for all BlackBerry devices including the new PlayBook tablet.

Microsoft chief executive Steve Ballmer made the announcement during a surprise keynote appearance at RIM's BlackBerry World event in Orlando on Tuesday.

Bing director Matt Dahlin explained later in a blog post that the software is already shipping as the default search experience and map app for the PlayBook.

"Central to this collaboration, BlackBerry devices will use Bing as the preferred search provider in the browser, and Bing will be the default search and map application for new devices presented to mobile operators in the US and internationally," he said.

"Also, effective today Bing will be the preferred search and maps applications with regular, featured placement and promotion in the BlackBerry App World carousel."

Ovum senior analyst Mike Davis argued that the deal will help Microsoft get its Bing software onto more mobile devices in the same way as it did with the Nokia tie up.

"Microsoft needs to work on multiple platforms to get its search engine out as far as it can, so it needed a tie up with another smartphone manufacturer," he added.

"I'm absolutely certain that Microsoft paid a lot of money to make this happen in the same way it paid Nokia."

The benefits of the deal for RIM revolve mainly about the BlackBerry maker's ability to offer customers an improved and more consumer-friendly experience on their devices, according to Davis.

"The BlackBerry is not a consumer device at the moment, but if RIM wants to continue to gain market share it must offer something over and above the traditional secure server bit," he said.