Google managed to find its dominance at the right time when search engines became more prevalent. I remember Yahoo was the big guy and plenty of competitors such a Lycos and Dogpile and others. Yet, Google overtook all of them because it offered faster, easier and more preferred search results. None of those managed to become synonymous with searching, yet people started saying "I Googled it".
Microsoft's big uphill fight is they think being as good as dominant company is good enough. It is not. Google has become habitual for many people that you would have to offer a great deal to get them to switch from it. Just the way it goes. If you think I am picking on one, Google itself has experienced this trying to challenge Facebook with Google+. On paper as good or even a little better, but people have gotten use to Facebook now.
This can change, but Microsoft needs to give people a reason to use Bing.
