I wrote a piece on Microsoft at Uni about their strategies and how they dominate markets. They've done the unthinkable in the gaming industry by massively eating in Sony's dominant market share and the mobile phone industry means even more to them.
Microsoft need the information we are sharing whilst on our phones to make Bing an extremely powerful and integral part of people's lives. We share different information on phones than on desktops, and this is the future on consumerism. We search differently, and have different reactions to the information we receive whilst on our phones.
Google currently trump the market, but Microsoft will do everything in their power to increase their slice of the pie.
I like pie.