Speaking of Bing… Microsoft (NASDAQ:MSFT) — which makes the majority of its revenue from business tools — is stepping up efforts to compete with Apple and Alphabet in the consumer game.

In recent years, Microsoft has:

• Tried acquiring TikTok, Discord and Pinterest — and is in the middle of a major purchase of gaming company Activision.
• Increased investments in their search tool Bing — which has doubled its search market share from 4% in 2019 to 9% this year.

And we may only be seeing the tip of Microsoft’s ambitions…

The app for all your needs

According to The Information, Microsoft is considering its own super app for shopping, messaging, news and other features.

• It’s the holy grail for tech companies — launching a super app that does everything.
• Why? The more you keep users inside your own app, the less they’ll use others. Plus, more money.

Super apps are popular in Asia, where Tencent’s WeChat dominates. Facebook, Block and PayPal have tried replicating the format — with little signs of success. Even Elon Musk expressed interest in turning Twitter into a super app.

The Average Joe: “The already-diversified tech giant spreads its reach even further. What’s an investor not to like?”