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Microsoft Buys Shopping Website Ciao To Get A footprint in Consumer Markets

Microsoft is striving hard to get hold of some breathing space in intensely growing search engine market, currently being ruled by Google Inc., and in the same attempt, the software giant has acquired the European shopping website Greenfield Online Inc., for USD 486 million.

Greenfield runs several shopping websites, under the name Ciao, in Europe, and has remarkable reach to thousands of customers; hence, apparently the move will add a large number of shopping websites to Microsoft search portal that will assist the consumers in comparing prices and fetching product information.

Some recent surveys highlighted the downfall in Microsoft’s search business across various regions, and hence raised dire needs for revamping company’s search module.

Microsoft holds a meagre 2 percent and 9 percent market share in Europe and US respectively, and pooling intense efforts in increasing it to the respected levels, for instance, just a few weeks ago, the company embarked on user intent based search procedures, for making the search more purposeful and less time consuming.

The Greenfield stakeholders will get an impressive USD17.50 per share, Microsoft stated.

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.