Microsoft Eyes Super App, Taking A Leaf Out Of Tencent's Playbook

Microsoft Corp MSFT eyed building a "super app" capable of combining shopping, messaging, web search, news feeds, and other services in a one-stop smartphone app.
Microsoft executives wanted the app to boost the company's multibillion-dollar advertising business, and Bing search and draw more users to Teams messaging and other mobile services, the Information reports.
Unlike Apple Inc AAPL and Alphabet Inc GOOG GOOGL, Google Microsoft does not operate a mobile app store for smartphone users.
Microsoft mulled building the app to loosen the hold of Google and Apple on the mobile search space, Reuters reports.
Microsoft hoped to emulate Tencent Holding Ltd's TCEHY successful mobile strategy with the all-in-one app that people do not need to leave to access its other offerings.
Tencent's WeChat app, which combines messaging with shopping, online games, news, and various services, including grocery orders, inspired top Microsoft executives.
Tesla Inc TSLA CEO Elon Musk, who also owns Twitter, has shown interest in building a super app named "X" that combines many services.
Microsoft CEO Satya Nadella had pushed for the Bing search service to perform better with Teams and Outlook.
Price Action: MSFT shares traded lower by 0.97% at $242.75 premarket on the last check Wednesday.
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