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The spat between Microsoft and Google has been widely reported, including our earlier report.

A couple of ad campaigns against Google by Microsoft were followed by Google’s declaration that they had no intention of creating their popular apps for Windows 8, due to the ‘insignificant’ size of the Windows 8 market on mobile devices.

That must have rankled, but was it true? Did Microsoft need Google more than Google needed to sell apps on its platform?

Well, we can find a clues from the latest clash between Google and another titan, Apple. If you remember, Apple substituted Google Maps with its own Apple Maps in a bid to replace it in the hearts and minds (and wallets) of its users.

Apple Maps was widely panned for its many errors and shortcomings compared to Google Maps. After huge user outcry, Google Maps was allowed back onto iOS and guess what happened?

Google’s Jeff Huber, announced that over 10 million installations of the Google Maps app for iOS were installed within just 48-hours of launch.

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It went instantly to being the top app in Apple’s App Store. In fact, Mobile ads network, MoPub claims there was a 29 percent increase in unique iOS 6 users since the release of Google Maps for iOS.

TechCrunch describes an interview with MoPub’s CEO;

“MoPub’s CEO laid it out for me, explaining “we observed since the launch of Google Maps for iOS 6 a 30 percent increase in unique iOS 6 users, and we think it’s related to Google Maps. It verifies the hypothesis that people were actually holding back to upgrade until Google Maps was available.”

In other words, many iOS users only chose to upgrade to iOS 6 once Google had released Maps.

Therefore, if Apple – with the most profitable mobile devices – needs Google apps to reach their potential – not only maps, but gmail, Google Apps, YouTube and so on, how much more does Microsoft need Google?

You tell me. Is it time for Redmond to make nice with Google? Share your thoughts in the discussion below.

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One Comment
  1. Unlike Apple, Microsoft isn’t as much in need of Google Maps. While Apple had to start from scratch with their map program, Microsoft has been working on MapPoint for years and is starting from a step ahead. While it probably wouldn’t be quite as strong as Google Maps, it certainly wouldn’t be as backwards as Apple Maps.

    Aside from Maps, what else does Google bring? E-mail? Microsoft has a mail client and Outlook.com. Cloud storage? SkyDrive is excellant and is equal (if not better) to Google’s offering. Chat? Microsoft has Skype. ‘Nuff said. Calendar, to do lists? Microsoft already has built in apps for that.

    In fact, the only reason why most people waited for the iOS upgrade was just Maps. If Microsoft has that covered using MapPoint, why would they need Google?

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