Google Inc.’s intention to buy ITA Software Inc. for USD700 million, announced on Thursday, could put the company in control of widely used technology that, among other things, helps power a key aspect of Microsoft Corp.’s rival search engine.
Google said in a statement that ITA Software’s technology "opens exciting possibilities for us to create new ways for users to more easily find flight information online."
Among other clients, Microsoft uses ITA Software’s technology to include airfare pricing and availability information in Bing, according to ITA Software’s website.
Bing is a search engine unveiled amid a great deal of fanfare last year. Microsoft has touted Bing’s ability to provide accurate, up-to-date information on airfares as an important aspect that helps distinguish the search engine from competitors, including Google.