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Microsoft plans to ramp up its efforts to encourage Web developers and other programmers to create mashups -- quickly assembled Web-based programs gluing together different data and technology sources -- that leverage the software vendor's search technology, including its flagship Windows Live Search engine and its Virtual Earth mapping and location service.
The company got the ball rolling at its 2007 MVP Global Summit here yesterday, inviting attendees from the ranks of its Most Valuable Professional program to write mashup applications together during an afternoon-long event.
Microsoft's overall market dominance has long been credited in large part to its success at wooing outside programmers to write software bolstering Windows and its other products.
But in the Web 2.0 market, Microsoft lags behind rivals such as Google because it has been less successful at encouraging the development of mashups using its application programming interfaces (API), acknowledged Jonathan Pincus, general manager of strategy development for Microsoft's online services group.