Google is recognized as the search giant as it is widely used internet search engine and dominates online advertising. Microsoft dominates the world of computer operating systems: its everywhere Windows powers most of the world's pc. It further commands its position on essential office software such as word-processing and spreadsheets.

Now these two technology giants are striding on their each other's toes. For example, Microsoft is building a search engine business, and Google is coming up with products, which let the users to tap into Google-branded word processing and other web services.

Google must take further step to defend its pre-eminent position while looking out new ways of making revenue in a media market that is increasingly cut-throat. And Microsoft must come up with more comprehensible stuff than going for technical.