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Ballmer Still Searching for an Answer to Google
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Microsoft may be the only company in a position to provide "any real competition" for Google in the online search business, CEO Steve Ballmer said Thursday. But first it will need to figure out a way to do it. "We need to do some work to fundamentally reinvent the search business model," Ballmer said during a dinner at the Churchill Club in Silicon Valley. "You don't brute-force your way into a market. You only make great strides when you redefine the category for the user." And that will take some time. "It's a five-year task," Ballmer said. But Microsoft is ready to spend a lot of money trying. The company told its shareholders recently that it was prepared to lose "5 to 10 percent of total operating income for several years" to improve its position in search, Ballmer said.
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