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A new lick of paint might not be enough to tempt users away from Google, but Microsoft is hoping its approach of partnering with web services and creating a platform for third-party developers, and even its own products, to integrate Bing functionality will serve it well for the future. "What you're seeing now is a recognition that the web is bigger than us, it's bigger than Google's properties, and it moves at a pace that's incalculably fast," says Stefan Weitz, Microsoft's director of Search, in an interview with The Verge. While Google Now works well when it's combined with Gmail, Google Search, and YouTube, you need to fully embrace that ecosystem to get the benefits. "Our approach at Bing has been, for a long time, to not necessarily build our own social network, to not build our own video channel, to not build all these things that we want to work with, we partner." These partnerships include Twitter, Facebook, LinkedIn, and Klout.

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