By Paul Thurrott
The news that Microsoft would be rename its Bing content apps with the MSN brand
was met immediately with the resistance I expected from the Windows
community. But if you step back and think about it for a moment, this
rebranding—and the resultant relaunch of MSN as a web-based portal for
all of the information that backs these wonderful apps—actually makes
sense. MSN, after all, is Microsoft's online content brand, and Bing is
about search. Put another way, MSN is Microsoft's Yahoo, and Bing is
Microsoft's Google.
And no offense,
folks, but one of the weird bits of commentary I wrestle with regularly
all over the Internet is the perception that, if you don't see something
it's not popular. If you live in San Francisco, for example, you may
believe that the tech world is dominated by Macs and iPhones. But step
outside that bubble and things can change pretty dramatically.
And
so it is with MSN. Here in the United States, Microsoft made several
stabs over the years at making—and then remaking—MSN as a brand, often
one that has been content-focused. Often, but not always: MSN was the
original brand for Microsoft's web services and services-connected apps
like Messenger, though these products and services eventually were
rebranded as Windows Live. Through it all, however, MSN has been a place
where for consumers to go online and get content. A web portal,
essentially. (You can learn more about the history of MSN in my article,
MSN: A Look Back.)
On
today's mobile devices, users get content—news, sports, weather,
whatever—mostly from mobile apps. But that fact doesn't dismiss the
popularity of the web, especially on PCs and devices with larger
screens. And MSN, in particular, has over 430 million active users,
according to Microsoft. Maybe not where you live. But they're out there.
If
you look at today's MSN web site, you see a traditional web portal.
What's changed over the years is that the content long ago changed from
being in-house (often via partners, as with MSNBC) to being curated from
trusted external sources. The news stories you see on MSN.com today are
from the Associated Press, Reuters, FOX Sports, Motor Trend and other
experts, and Microsoft is aggregating it in a way that is hopefully
useful and attractive.
But that sounds a lot like the Bing apps which debuted first in
Windows 8
and then were improved and expanded with additional apps and syncing
capabilities in Windows 8.1 and Windows Phone. Why Microsoft branded
these apps with Bing at the time is unclear—in
a January 2013 blog post,
the firm noted that the apps were "powered" by Bing and provided
"content from multiple sources"—but given the divergent aims of Bing and
MSN, they really do make more sense as MSN apps.
And
it's not just that they're content apps—featuring content aggregated
from multiple sources in each case, over 1300 of them overall—but rather
that giving them a web-based home, and iOS and Android clients—really
completes the picture. Microsoft's other consumer services—Outlook.com,
OneDrive, Xbox Music, and so on—all follow a common cloud-based
structure in which the data is stored in the cloud and delivered to web
and mobile clients. By moving these apps to MSN, this is now possible.
(Bing.com just never made sense as a content destination, though you can
see they tried this.)
Put another
way, MSN.com was already aggregating news, sports, weather, and other
information into a web portal. And the Bing apps were separately
providing some of the same functionality in mobile app form, while
providing that crucial cross-device syncing capability. You can
custom-tailor the News app with news sources, for example, and track
your heath in Health & Fitness. Now you can do so on the web as
well. And soon you'll be able to do so via Android devices, iPhones and
iPads. This makes plenty of sense.
When
you look at the new MSN.com, you see a web portal that makes more
sense, especially if you've experienced the Bing apps on Window and/or
Windows Phone.
The
new site provides a top-level toolbar for Microsoft's other consumer
experiences—Outlook.com, Office, OneNote, OneDrive, Bing Maps, Xbox
Music, and Skype, plus a few integrated experiences like Facebook and
Twitter. Better still, it's connected: The link for Outlook.com isn't
just a link, it can tell you how many unread emails you have. And many
of the links have pop-down menus with even more choices.
Below
that, you'll see familiar links from the Bing apps—Weather, News,
Sports, Money (formerly Finance), Health & Fitness, Food & Drink
and Travel, plus a few new ones that will likely continue to be served
by the News app on mobile platforms: Entertainment, Lifestyle and Autos.
Each of these provides a curated section of content aggregated from
multiple sources, just like MSN today, and just like the Bing apps. And
you can customize this list so that you only see what you want. You can
even add choices like Movies, TV, Music, Tech & Science and
Politics. It's your portal.
Each
section likewise has sub-sections of its own. In News, you will see
Headlines, US, World, Local, Technology and others, and in Health &
Fitness, you will see Strength, Cardio, Nutrition, Symptom Checker, and
more.
This
is all good stuff. But the biggest change here is the web-based
implementation of some of the former Bing app's greatest
device-to-device synchronization features. For example, in Health &
Fitness, you can access your diet tracker, cardio tracker, workouts, and
exercises from the web. This means you might login some breakfast foods
in the morning from your Windows Phone (or in the future, your iPhone
or Android phone) and then add lunch on the web from a web browser on
your work PC. MSN is (or soon will be) everywhere.
Each of the now-MSN-branded experiences offers some functionality like this. As I documented in
Windows 8.1 Field Guide, some of the best features in these apps—and now on the web—are as follows:
Food & Drink: Collections
of favorite recipes, wines and cocktails; and cooking tools like weight
conversions, linear measures, roasting meat charts, oven temperature
conversion, and more.
Health & Fitness: An
online health profile with height, weight, daily calorie target,
fitness preferences and optional HealthVault integration; a symptom
checker; exercise, food intake and overall health tracking; and a 3D
human body tool.
Money (formerly finance):
A watchlist with favorite stocks and stock market indices, personal
financial tracking with brokerage and personal investment account
(E-Trade, Fidelity, etc.) integration, and useful financial tools like a
retirement planner, mortgage, rent and auto payment calculators,
currency conversions and more.
News: News story tracking, access to subscription news services, and news source editing.
Sports: You can follow your favorite teams and sports.
Travel: Collect favorite destinations, research and book flights and hotel, and get flight status and schedules.
Weather: Get the local weather forecast, of course, but also save favorite locations, and get conditions and forecasts for ski resorts.
In
the coming weeks, Microsoft will ship versions of the Bing apps for
Windows and Windows Phone in which the Bing brand is removed and the MSN
brand is moved in.
The new MSN is available now on the web in preview form
and this new version of the site will eventually go live at MSN.com of
course. And then the Android and iOS versions of these most excellent
apps will arrive, sometime before the end of 2014.
Put
simply, there is nothing about the move to MSN branding that undercuts
anything Microsoft previously accomplished with the Bing content apps.
And the move to the web, and to successful mobile platforms like Android
and iOS, is good news for everyone.
Source:
http://winsupersite.com/cloud/msn-relaunch-microsofts-content-brand-enters-mobile-first-cloud-first-era