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	November 19, 2004 What's Next For Search: User Loyalty Search Engines Seek To Solidify Loyalty by Charlene Li with Chris Charron, Sally M. Cohen

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Executive Summary

Although Google has a commanding lead in the number of online consumers regularly using its search tools, the fact that users frequently use another search engine opens the door for defection. MSN's beta launch of its own search engine — as well as continued innovation from Yahoo!, Ask Jeeves, and new entrants — means that Google will see plenty of challenges as the battle for search moves to the desktop, mobile devices, multimedia files, and industry verticals. Major search players will play a central role but will slowly cede ground to search specialists.

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