Often, we confuse winning with being the best. This isn't always the case. There are plenty of ways to get ahead when you don't have the top product on the market. The smoke-filled backroom meetings may be a thing of the past, but the net effect lingers. This is exactly what went down, according to a Reuters report, when Microsoft (MSFT) had a chat with News Corp (NWS).

Microsoft suggested a relationship with News Corp which would involve the latter's yanking its news sites from Google (GOOG) ... for a fee, of course. This would cost the search engine giant -- which is also a news aggregation giant -- access to some hefty publications, including the Wall Street Journal, the Sun and the New York Post.

Twitter calls Google (GOOG) a "good role model," but says it isn't ready to rush down the road to advertising.

Nonetheless, an ad-based revenue model is something that cofounder Biz Stone says they "will be looking to do down the line." But, for now, he continues, Twitter is focused on "creating value for our users." For now, revenue generation ideas are being put on paper, "and we're definitely going to get to them," Stone says.

Michael Moe knows how to make headlines: Talk about Twitter and predictably people will bite (I'm proof of that). He led the team at NeXt Up Research that calculated the value of the micro blogging service and arrived at $526 million to $674 million -- half what Twitter is generally believed to be worth.

Really?

The team estimates that Twitter will generate revenues of $114 million to $134 million in 2013. In 2014, Twitter is expected to post revenues of $126 million to $148 million. This is far more conservative than the valuation implied by the company's most recent round of venture capital investment, which puts the company's worth at more than $1 billion.

Unless you already have a major foothold in the search engine market – or an amazing, disruptive technology that can make the world take notice – there isn't much point in staying. Competing with Google (NASDAQ: GOOG) is hard enough, even when you're Yahoo (NASDAQ: YHOO) or Microsoft (NASDAQ: MSFT) ... and, apparently, when you're IAC/InterActive Corp (NASDAQ: IACI). Barry Diller is ready to give up Jeeves, but only if asked nicely.

Diller's presence in the search space is Ask.com, ranked #4 behind Google, Yahoo and Microsoft's Bing. With a substantial gap between first and second, fourth barely registers at all. Ask.com has only a 2% U.S. market share, according to Hitwise, more than 60 percentage points behind the industry leader.

It's tough to take on Google (NASDAQ: GOOG). The search engine behemoth owns 65% of the U.S. search market and has a commanding brand presence. Yet, the software maker up the coast isn't known to give up easily. Microsoft (NASDAQ: MSFT) has cut a deal with microblogging site Twitter that should give it an edge in the battle to harness data and make it easier to find. A new deal will feed all those tweets into Bing, the Microsoft search engine.

Twitter is giving Microsoft full access to its data, in a deal announced Wednesday. Bing will provide search functionality for Twitter that you won't find in Google, which seems to have been outbid for the rights to the "tweet-stream." Under the deal, Bing will be able to index and display the tweets almost immediately as they are posted.

Google (NASDAQ: GOOG) increased both sales and income in the third quarter. The giant of online search, which issued its earnings release after the bell on Thursday, is saying what a plethora of companies are also saying: the worst of the economic downturn may finally be over.

According to TheStreet.com, sales, after traffic acquisition costs are taken into account, rose about 8%. On an adjusted basis, profit grew almost 20% to $5.89 per share. Our earnings preview article stated that expectations were for $5.38 per share. Google did a good job of giving the world a reason to believe that the rallies seen in the major market indexes should be taken seriously.

Microsoft (NASDAQ: MSFT) isn't planning to acquire its way into the search engine market. The company's CEO, Steve Ballmer, told Reuters that the company would invest in marketing and hopefully complete a partnership with Yahoo! (NASDAQ: YHOO) that is currently involved in a regulatory review. The goal, of course, is to provide at least meaningful competition to search giant and dominant market player Google (NASDAQ: GOOG).

Expect growth to slow a bit for Microsoft, Ballmer says, as a result of global economic developments. In order to cope with this -- and gear up for a potential battle with Google -- the company has frozen its R&D budget of $9.5 billion, the largest in the industry. With that and a $31.4 billion cash and cash equivalent position, Microsoft certainly has the resources to do battle.

Yahoo! Inc. (NASDAQ: YHOO) will be spending $100 million to market its new ... nothing. The internet pioneer who wants out of the tech biz and solely into the media biz (sounds like the Terry Semel days) will spend that sum over the next 15 months to gain new customers to its plethora of web properties and keep them there as long as possible (and charger advertisers appropriately).

What is new about this? From initial review, nothing. Yahoo! has always wanted to gain customers to its extensive internet collection and keep them there. What's so compelling a change that it's worth $100 million? So far, nothing this writer can determine. Just using Microsoft Corp.'s (NASDAQ: MSFT) Bing search services across all its properties is surely not a compelling reason.

Microsoft's (NASDAQ: MSFT) Bing picked up another percentage point of the U.S. search market share in July, bringing the combined Microsoft-Yahoo! hold on the market to 20.36%. StatCounter, which measures and reports internet statistics, puts Bing's search engine market share at 9.41% of the U.S. market, up from 8.23% in June.

The up-tick in Microsoft's performance comes at the expense of Google's. The search engine giant saw its search market share fall from 78.48% to 77.54% in July, according to StatCounter.

After months of speculation, several media reports say that a deal to create a joint venture on search between Yahoo! (NASDAQ: YHOO) and Microsoft (NASDAQ: MSFT) may be announced as early as today.

Details of the transaction make the much-anticipated partnership seem immensely complex, which could undermine its future. Many analysts had expected Yahoo! to get up-front cash payments for putting its search business together with Microsoft's. That will not happen. The two firms will split the revenue from ads sold on their sites. Microsoft's Bing search technology will be the platform for the venture, but Yahoo! will sell the ads.

Microsoft Corporation (NASDAQ: MSFT), a company in the same competitive league as Apple, Inc. (NASDAQ: AAPL), Google, INc. (NASDAQ: GOOG), Yahoo! (NASDAQ: YHOO), and International Business Machines Corp. (NYSE: IBM), posted its Q4 earnings release after the bell on Thursday. As I was writing this paragraph, shares of the software giant were trading down over 6% in the after-hours session. Looks like the market was disappointed.

To be certain, the results weren't great (of course, no one was expecting them to recall the company's growth story of yesteryear, I'm confident about that, let me tell you). Sales were down 17%. Operating income on a dollar basis dropped 30%. And, on a reported basis, Microsoft's per-share profit, calculated out to be 34 cents, declined 26%. On an adjusted basis, adding back 4 cents for a few items, earnings came in at 38 cents per share. According to my earnings preview, that beat estimates by two pennies.

Google (NASDAQ: GOOG) isn't invincible. The search and online ad giant is expected to report lukewarm growth for the second quarter today because of a brutal market for advertising and redoubled efforts by Microsoft (NASDAQ: MSFT) to own a bit more than its meager share of the online market.

Good news would have to come in the form of a better mousetrap for growing Google's ad market and ways to keep the Redmond machine from tripping it up. Ultimately, analysts are looking to see how Google can get back to the double-digit growth that used to be a given.

Over the weekend, I saw an interesting item over at CNET about Cisco (NASDAQ: CSCO) wanting to up the competitive ante against Microsoft (NASDAQ: MSFT). Cisco is investing in its WebEx conferencing technology to make it more valuable. According to the article, it seems as if Cisco may want to go after some of the market that is served by Microsoft's Office suite. The company will do this by offering up applications devoted to document and spreadsheet needs.

Normally we think of revolutionary products created by start-ups or entrepreneurial minds just out of college, but the most talked about new projects of 2009 are being produced by some of the best known companies in the world.

Amazon.com Inc. (NASDAQ: AMZN): With its massive online presence and a truly efficient business model, Amazon has become the largest online retailer in the world. It is now taking on a new business, web services, namely cloud computing (learn more HERE), called the Amazon Elastic Compute Cloud (EC2). While hosting this infrastructure and presenting e-commerce with a reasonably affordable alternative with no up-front costs, Amazon has taken an early lead in this space, with some believing its cloud computing business will one day overtake retailing. "Amazon will be like a book store that sells cocaine out the back door. Books will be just a front to sell storage and cloud computing." says Larry Dignan, Editor in Chief of ZDNet and Editorial Director of ZDNet sister site TechRepublic.