Microsoft's Bing chooses partnerships over acquisitions in battle over local
Skift Take
Microsoft/Bing's approach to content is indeed more open than Google's, and Bing has done a great job incorporating a lot of Yelp restaurant content on Bing.com without having to acquire the company.
Although Google is acquiring Frommer's and picked up Zagat in 2011, don't expect Microsoft to follow a similar path for Bing when it comes to obtaining local and destination content.
Microsoft began integrating Yelp restaurant content into Bing's social search results in June, along with feeds from Facebook and Twitter, and doesn't expect to be acquiring content companies any time soon.
Lisa Gurry, a Bing spokesperson, points out that Microsoft has plenty of experience in the content arena and has learned lessons along the way.
"The partnership model tends to work
