Filed under: Deals, Google (GOOG), Microsoft (MSFT), Yahoo! (YHOO), Marketing and advertising
Sheldon suggested the other day that Microsoft Corp. (NASDAQ: MSFT) should split off its web search and services arm so that it could fit superior with a possible Yahoo, Inc. (NASDAQ: YHOO) combination. Instead of entertaining that notion, Microsoft still has some cash to spend to ensure, for now at least, it still has a growing presence in the web search and e-commerce arena.
To that end, the company announced this morning that it will spend $486 million to buy Greenfield On the internet, Inc. (NASDAQ: SRVY) as it swiped an earlier takeover offer from the Quadrangle Group with its $15.50 per share offer. Microsoft’s offer of $17.50 per share is a 10% premium over Greenfield’s closing price this past Monday, when the offer was received without Greenfield knowing the origin. That is, until this day.
Microsoft wants control of www.ciao.com, one of Europe’s leading price comparison shopping search engines. Does Microsoft really think owning a leading consumer review and price shopping search engine will bolster its Microsoft Live platform? Since it couldn’t compete in the U.S. against Google, Inc. (NASDAQ: GOOG), perhaps Microsoft is turning to international purchases as a second competitive act. Greenfield also has an “internet survey solutions” division that Microsoft will sell to an undisclosed buyer.
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