Microsoft has named a new web search boss as it consolidates its web searching and online advertising departments. Satya Nadella is to be appointed as the new head of Microsoft's search and advertising platform group. Mr Nadella, currently head of Microsoft's business solutions group, will report directly to Kevin Johnson, president of the platform and services division.
The changes follow the departures of Blake Irving, corporate vice president of the Windows Live platform, and Christopher Payne, the top executive of the Windows Live search group.
Prior to the latest reorganisation, search was overseen by Microsoft's Windows and Windows Live engineering group, while advertising was part of the Windows Live platform group.
However, the software giant will be hoping that this latest move will increase its ability to compete against the main search engine market leaders - Google and Yahoo!
"I think it makes a lot of sense to combine search and advertising. The ad platform is the revenue model, and it's where Google has had the most success," explained Matt Rosoff, an analyst at the independent research group Directions.
Recent research from Nielsen/NetRatings revealed that Microsoft accounted for just ten per cent of all US searches in February, compared with Google's 56 per cent and Yahoo!'s 21 per cent.
