Battle between Google and Microsoft intensifies

Broadband video search and online advertising revenue will dominate digital media in 2008 as the battle between Google and Microsoft intensifies, according to a leading digital media analyst..

Aleksandra Bosnjak, lead analyst at StrategyEye Digital Media, said that 2008 will see acquisitions and mergers in digital media driven by targeted online search advertising.

The analyst pointed out that new search advertising platforms allow operators in the digital space to translate user behaviour into revenue. The platforms analyse user search patterns to produce tailored advertising directed at that individual.

"It is all going to be about advertising revenue in 2008," said Aleksandra, citing a difficult wider economy for encouraging the focus on income streams.

"And the year will really be defined by the battle between Microsoft and Google for dominance in the digital space.

"Microsoft is currently buying a company a week to compete against Google, and it is all about adding successful new media and technology companies that allow it to generate more revenue."

2008 will also be the year when traditional media will finally embrace digital distribution. Disney and News Corp will lead the way after a year of challenges from IPTV players and open internet platforms such as Joost and Babelgum.

Aleksandra added that fixed-mobile convergence will push big brands deeper into the mobile application space, and Google will push forward with its Android open source mobile operating system.

谷歌和微软的战争将愈演愈烈

权威分析师Aleksandra Bosnjak称，2008年宽带视频搜索和在线广告收入将主导数字媒体，这将加剧Google与微软的竞争。他是strategyeye数字媒体的首席分析师，他表示： 2008年由于网上搜索广告，将在数字媒体领域出现收购现象。

这位分析师指出，新搜索广告平台使运营商在数字领域将用户的行为转化成利润，因为这些平台能够分析用户的搜索模式，针对个人产生个性化广告。“2008年这些都将成为广告的利润”。

也正因为如此2008可以被认为是微软和谷歌以数字行业为主战场的一年。目前，微软不断收购其他公司来和Google公司竞争，它们多是成功的新媒体和技术公司，从而可以给微软创造更多的收入。

2008年也是传统媒体将最终拥抱数字发行的一年。迪士尼与新闻集团经过一年的IPTV的播放器和开放互联网平台（如joost和babelgum）的挑战，将引领这种趋势。

Aleksandra补充说固定与移动融合将推动大品牌深入到移动应用空间，而Google将推进其Android的开放源代码移动操作系统。