June 26, 2013, 5:14 PM — In its ongoing challenge to attract more users to Windows 8, Microsoft is offering bits of its Bing Internet search service to boost the functionality of third-party Windows Store applications.
"We're opening up Bing as an application development platform so you can use all this investment we've put into crawling the Web and understanding entities [to] build that richness into your own applications running on top of Windows," Microsoft CEO Steve Ballmer said Wednesday before a crowd of developers at the company's Build conference in San Francisco.
To this end, the company has launched a developer portal that details a collection of APIs (application programming interfaces) Bing offers. These services can be embedded in Windows Store apps, providing functionality such as optical character recognition (OCR), language translation and displaying geographically situated, three-dimensional maps and aerial photographs.
The Bing services are a "great new addition to the broader Microsoft platform and likely to enable new styles of applications," wrote Al Hilwa, an IDC program director covering application development tools, by email from the Build conference.
Microsoft has been increasingly embedding Bing functionality into its own products, such as Windows 8, Windows Phone and the Xbox. Windows 8.1, for instance, provides a unified search function that can execute a single search across the device's directories, the user's files on Microsoft's SkyDrive service, and the Internet. Microsoft has also prepared two Bing-powered apps for its Windows 8.1 update: a food and drink app and a health and fitness app, both of which draw from Bing's searching and mapping capabilities to offer personalized recommendations and situational awareness.
The new APIs will offer some of this functionality for third-party apps.
The Bing Optical Character Recognition (OCR) Control, available as a customer technical preview, provides OCR capability, an interface with a device's camera, and even a basic user interface. The user snaps a photo that is sent to Bing, which returns the extracted text. During the keynote at Build, which was available via a spotty webcast, Microsoft Vice President of Online Services Gurdeep Singh Pall demonstrated how this service could be used to harvest data from a business card.