Up until the release of Windows Phone 7, Google was largely in control over the default search engine on most of the popular phone platforms. Now, RIM has selected Bing as the new default choice for all new BlackBerry phones starting at the end of the year.
As reported by Mary Jo Foley, RIM made the announcement on May 3 at the BlackBerry World 2011 conference. Steve Ballmer was also in attendance and highlights the deepening relationship between the two companies. Microsoft will also become the default map provider for BlackBerry phones via Bing Maps.
A Microsoft spokesman provided Mary Jo Foley with the following details:
"Today, Bing and Research In Motion (RIM) announced a partnership to make Bing the preferred search and maps provider on all new BlackBerry devices. Bing will be the search default for the Blackberry browser, and the default search and maps provider on new RIM devices presented to mobile operators in the U.S. and select international markets. The Bing for Mobile BlackBerry App is also available for download in the BlackBerry App World store, and is a preferred app."
With the continuous growth in smartphone usage, Google, Microsoft, and Apple are heavily promoting their own advertising platforms. Google's and Microsoft's ad platforms are connected to their search engines so RIM's choice should provide some interesting competition between the two rivals.