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Why The Facebook-Microsoft Alliance Should Worry Google

When Google executive chairman Eric Schmidt said recently that a "gang of four" rules today's tech industry, he notably left out Microsoft, arguing that Google, Apple, Amazon, and Facebook control the landscape. Here's why he's wrong.

The parallels between Microsoft and Facebook have always been strong. Founded by college dropouts from Harvard, Bill Gates and Mark Zuckerberg, the two have overcome vicious competition to create some of the world's most influential technology companies and ubiquitous products. And though times have changed for the nearly four-decades-old Microsoft, never have the connections been stronger between it and Facebook.

Yesterday the two companies cemented their relationship with the announcement of a new strategic partnership. Part of a deal with Skype, which Microsoft is in the process of acquiring for $8.5 billion, the new service will give Facebook's hundreds of million users access to free video chats with anyone on the network. It was a partnership that both Zuckerberg and Skype CEO Tony Bates described a mutually beneficial: Facebook gains access to a world-class video service, while Microsoft gains access to the world's largest social network.

"We have a really good relationship with Microsoft," Zuckerberg said. "Now that you [Skype] are owned by Microsoft, that gives us the sense of stability that it's going to be with a company we can trust—that we know we have a longstanding relationship with."

Indeed, as Bates explained, Facebook was the very first stop for Skype after the details of deal came online. "The day we announced, we came to see Mark," he said. "For both of us, [Microsoft CEO] Steve [Ballmer] and I, it was the most important strategic relationship."

It's far from the first strategic partnership between Microsoft and Facebook, either, as Zuckerberg noted. The companies have been working together closely for years now. Back in 2007, Microsoft took a $240 million equity stake in Facebook to form a strategic alliance—in fact, it came to light that Microsoft had actually tried to buy Facebook for $15 billion at that time. Microsoft became the exclusive third-party ad platform partner for Facebook, and began selling advertising for the social network both domestically and abroad.

The partnership has only flourished—when Microsoft purchased the equity stake, Facebook boasted just 50 million users. Now? Zuckerberg says they've hit 750 million users, and expect to hit a billion in the near future.

Outside advertising and Skype partnerships, Microsoft has also forged a critical partnership between Facebook and Bing for social search data. "They [Microsoft] are really the underdog here. They're incentivized to go out and innovate," Zuckerberg said at the time. "When you're an incumbent in an area…there is tension between innovating and trying new things versus what you already have." Additionally, the companies have developed Facebook functionality on Xbox Live and deep integration with Windows Phone 7; judging by the looks of the recently unveiled Windows 8, we should expect the partnership to continue as such.

When Google executive chairman Eric Schmidt said recently that a "gang of four" rules today's tech industry, he notably left out Microsoft, arguing that Google, Apple, Amazon, and Facebook control the landscape. But given Microsoft's long and continuing relationship with Facebook, it's wrong to exclude the Redmond-based company from the conversation—the Microsoft-Facebook partnership makes room, at the very least, for a "gang of four-and-a-half."

And given Facebook and Microsoft's widening footprint in industries Google lusts after, it's perhaps no surprise Schmidt would like to pretend the latter company does not exist. (He even went so far as to say that PayPal and Twitter might round out the fifth and sixth gang members, and not Microsoft, which he does not consider a driver of consumer products.) With Bing's leverage of Facebook social data, Microsoft now has a leg-up against Google in search. Facing the Skype-Facebook partnership, Google is launching Google+ at a significant disadvantage. And with Windows Phone 7, with whatever Facebook decides to contribute to its social elements, there will be even more competition for Google's Android platform.

[Homepage image: Flickr user c'est la Viva; top image: Flickr user Diana Beideman]

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  • Dual_Heart

    I'd just like to point out that Google+ is just a cheap and laggy rip-off of facebook. In fact early versions visual scheme looked EXACTLY like facebook. Plus, no-one I know uses Google+. (Or even heard of it, really.)

  • glennette

    I disagree with this article, completely. There is a "gang of four" which does not include Microsoft. Although Google+ is just out of the starting gate, it has a better chance for quickly gaining traction because a lot of people have a love/hate relationship with Facebook. Also, Google is so much a part of everyday Internet life, it's not a huge learning curve for adopting Google+ as their primary social network. While the addition of Skype to Facebook is great, it does not compare to the overall experience of Google+'s Hangout. (And, it's only in beta!)

    Microsoft is struggling to stay relevant as more and more people abandon their desktops and laptops. Bing is all beauty but no brains. xBox live is great, but, it's also a rather costly way to play games. The purchase of Skype may have been their best idea since the xBox.

    The prospect of having Facebook and Microsoft join forces is scary because they both have questionable privacy practices.

  • Craig Armstrong

    Great article!  I completely agree with you and think that this is only the beginning of a Skype explosion.  I feel a lot of pundits are going to be eating their words about Skype not being worth $8.5 billion.  Microsoft is positioning itself to rule VOIP and video calls with partnerships with Comcast and now Facebook as well as integration of Skype into future versions of Xbox Live, Windows and Windows Phone, there is no stopping the Skype revolution.

  • elias shams

    This is awesome!!! The more social networking sites like
    Google+ and the new myspace popping up, the better for my new gig,
     Social media is here to stay for
    good. Given vast variety of the existing channels to choose and stick with,
    it’s time for such a hot space to enter into a new category.Here is my 2cents on this whole internet -> search
    Engine -> Social media things and my rational on why there is a need for a
    portal to provide a quick and intelligent decision for both the consumer and
    the companies about their online connections. A Platform to Help us to
    Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies:- Early 90s:  WWW
    was born…

    - By mid 90′s: 
    millions of sites popped up on the Web…

    - Mid – late 90s: Yahoo & Google were born to help us
    to find the right information of the right pages on the Web…

    - Early 2000: 
    Social media was born…

    - Late 2000: 
    Millions of pages created by people, companies, and organizations on all
    these social media channels.

    - 2011: Deja vu all over again… we are back to early
    90’s…That is why I built to accomplish such a
    mission - the portal to all your existing social media channels.EliasCEO & Founder