Is Microsoft genuinely trying to solve a problem for Windows 11 users, or just funnel more traffic to Bing? The tech giant is rolling out a network speed test accessible directly from the taskbar, a feature that sounds convenient on the surface. But the real story here isn't about simplifying internet diagnostics – it’s about Microsoft’s ongoing, and increasingly transparent, efforts to leverage every possible touchpoint to bolster its search engine against Google’s dominance. This isn’t user-centric innovation; it’s a strategic play disguised as convenience.
Currently available to those enrolled in the Windows 11 Insider Program’s Release Preview Channel – meaning a wider rollout is imminent – the new tool doesn’t actually live within Windows 11. Clicking the taskbar icon simply launches Microsoft’s Bing website, where the speed test is hosted. As Lance Whitney at ZDNET points out, the results – download and upload speeds, plus latency – are comparable to other services. The kicker? Bing is already using Ookla, the company behind the widely respected Speedtest.net, for the backend processing. So, Microsoft isn’t even building its own testing infrastructure; it’s reselling an existing service with a Bing-branded wrapper.
Based on the original zdnet.com report.
This isn’t a terrible solution, of course. For the average user who doesn’t know about Ookla’s standalone app or other third-party options, a readily available test is better than none. As of November 2023, roughly 24% of global desktop operating systems are running Windows 11, according to Statcounter – that’s a significant audience potentially steered towards Bing. But the missed opportunity is glaring. Several apps already offer integrated speed tests within Windows, including Ookla’s own Speedtest app (owned by Ziff Davis, ZDNET’s parent company). These apps deliver results directly within the operating system, often as a notification, creating a seamless experience.
The contrast highlights a fundamental tension within Microsoft’s strategy. They tout a commitment to open platforms and developer ecosystems, yet consistently prioritize directing users towards their own services. It’s a pattern we’ve seen with Edge browser integrations and the push for Microsoft accounts across all services. The argument that this speed test is “handy” rings hollow when a genuinely useful, integrated solution already exists and is readily available. The fact that Microsoft chose the path of least resistance – a redirect to Bing – speaks volumes about their priorities.
This isn’t about improving the user experience; it’s about capturing data and reinforcing the Bing ecosystem. The speed test data itself, while anonymized, provides valuable insights into network performance across different regions and ISPs, information that can be used to refine Bing’s search algorithms and targeted advertising. It’s a subtle but significant data grab, masked as a helpful utility. And while the initial impact on individual users might be negligible, the cumulative effect of these small nudges towards Microsoft’s services could be substantial.
The question now isn’t if this speed test will reach all Windows 11 users – it almost certainly will. The real question is: will Microsoft stop at a simple redirect, or will they eventually leverage this taskbar presence to push more aggressive Bing integrations? Watch closely for the next iteration. I predict that within six months, the Windows 11 speed test will begin subtly incorporating Bing search results related to internet providers or troubleshooting tips, effectively turning a diagnostic tool into a marketing funnel.
