Cashback

Richard Waters

Today’s closure of Microsoft’s two-year-old Cashback experiment serves as a reminder of an important point: it has failed to come up with any smart ideas to subvert Google’s business model.

Ballmer and Gates always made clear that they saw the search wars taking place on two fronts – technology and business model. Improving the quality of results and the user experience was only part of the fight. Turning the tables on Google through business innovation supposedly offered another opportunity.