A Microsoft executive has told the technology community that the software and internet giant has some way to go in certain areas before it catches up with rival Google, CNET News.com reports.Speaking at the Gartner Symposium in Orlando, chief executive Steve Ballmer said that Microsoft is an 'aspirant' in the fields of search and advertising.
In May of this year Mr Ballmer commented: "Microsoft is intensely committed to creating a thriving advertising business and to partnering closely with all key constituencies in this industry to help maximise the digital advertising opportunity for all."
In recent months, Microsoft has been busily investing in its own internet advertising platform, Microsoft Digital Advertising Solutions.
At the symposium, however, Mr Ballmer conceded that: "In world search and advertising, Google is the leader ... We have a lot of work to do in search and advertising."
David Smith, analyst for Gartner, stated that Microsoft's challenge at the moment is to diversify in the face of a slowing software market, adding that the company is "clearly going after the online advertising market and advertising is Google's core market".
On a more positive note for Microsoft, Mr Ballmer stated that the company has already evolved from a desktop software enterprise into a firm that is now involved in advertising and online services, as well as entertainment and mobile devices.
