Google is known as the search giant as it widely used internet search engine and dominates online advertising.

Microsoft dominates the world of computer operating systems: its everywhere Windows powers most of the world's personal computers. It further commands its position on basic office software such as word-processing and spreadsheets.

Now these two technology giants are treading on their each other's toes. For example, Microsoft is building a search engine business, and Google is coming up with products, which allow users to tap into Google-branded word processing and other web services.

Google must take risks to defend its pre-eminent position while looking out new ways of making revenue in a media market that is increasingly cut-throat.