Microsoft buddies up - is Bing mobile search app for iPhone trying to be as friendly as Google?

Man, Microsoft is really trying hard to be your bestie these days. Back before the Windows Marketplace launch, it created the developer oriented WinMoDevCamps to generate a family feeling with app makers. Its current advertising campaign for Windows 7 (the “I am Windows” business) is clearly aimed at making people feel like they’re an important part of Microsofts world. And now Microsoft is telling major news sources that the reason its online search-engine Bing is being released as a mobile-optimised app for iPhone is that they like everybody.

Bing for Mobile?

The iPhone app version of Bing hit the iTunes store last night. In function it’s quite similar to Google for Mobile - you can speak your search into your phone and get a full array of Bing results, including the fairly impressive picture search. It’s also completely free to download.

What I find most amusing about this whole story is what Bing for Mobile product manager Justin Jed said to news agency AFP at the app launch: “We like everybody and the key thing is what platforms and experiences users want and how to meet their needs. We think mobile Web and mobile services are a huge behavioral experience that customers are going after. If users want to interact with the Internet on their mobile, we are going to be there to hang out with them.”

What we think?

So Microsoft is getting it’s search app onto the Apple phone. Is this a continuation of the Microsoft vs. Apple war that has accompanied the entire history of Personal Computers? I would say it’s actually part of the developing stages of a new front with Google.

The interesting choice of words here was; “we are going to be there to hang out with them”. Since when did Microsoft become your best friend? Ok, so gaining a reputation as a remorseless, international money making behemoth is never going to be great for your public image, but Microsoft is courting the consumer with an aura of fluffy coziness that is almost jarringly inappropriate.

Now, it could be argued that Microsoft is trying to emulate Apples relationship with its audience. After all, the WinMoDevCamp was modeled after similar events run by and for Apple developers. But I think it’s Google that Microsoft is gunning for. Whether you like it or not, Google genuinely does hang out with you. For countless people across the world, Google is in their computers, on their phones, in their living rooms. And Google has achieved this level of saturation without coming across as Evil’r'Us (well, there have been hiccups along the way). We’re going to get a material lesson in whether or not that can be transferred into actual hardware sales when the Nexus One (probably) goes on sale next quarter.

And, to be honest, this new Best Friends Forever direction from Microsoft just feels like an aging corporate man who suddenly decides that “getting down with kids” is the new way to go. Slightly embarrassing and extremely awkward.