Microsoft Eyes Super App, Taking A Leaf Out Of Tencent's Playbook

  • Microsoft Corp MSFT eyed building a "super app" capable of combining shopping, messaging, web search, news feeds, and other services in a one-stop smartphone app. 
  • Microsoft executives wanted the app to boost the company's multibillion-dollar advertising business, and Bing search and draw more users to Teams messaging and other mobile services, the Information reports.
  • Unlike Apple Inc AAPL and Alphabet Inc GOOG GOOGL, Google Microsoft does not operate a mobile app store for smartphone users. 
  • Microsoft mulled building the app to loosen the hold of Google and Apple on the mobile search space, Reuters reports.
  • Microsoft hoped to emulate Tencent Holding Ltd's TCEHY successful mobile strategy with the all-in-one app that people do not need to leave to access its other offerings.
  • Tencent's WeChat app, which combines messaging with shopping, online games, news, and various services, including grocery orders, inspired top Microsoft executives.
  • Tesla Inc TSLA CEO Elon Musk, who also owns Twitter, has shown interest in building a super app named "X" that combines many services.
  • Microsoft CEO Satya Nadella had pushed for the Bing search service to perform better with Teams and Outlook.
  • Price Action: MSFT shares traded lower by 0.97% at $242.75 premarket on the last check Wednesday.
  • Photo via Wikimedia Commons
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