Bing is Google's biggest threat -

Google boss Eric Schmidt said that Microsoft's Bing search engine is the company's main threat as he scoffed at those who said the outfit had anything to fear from Facebook or Apple.

He told the Wall Street Journal that while it was true web search is not the only game in town, searching information is what it is all about.

Jobs' Mob was a well-respected competitor and Facebook as a "company of consequence doing an excellent job in social networking," but Schmidt said that Microsoft's latest-generation search engine was Google's main competition.

Facebook and Apple are no competition, Schmidt said. But Bing is a well-run, highly competitive search engine.

Microsoft's Bing and other internet search services overtook Yahoo for the first time to become the number two search engine in the United States in August.

Microsoft's Bing, MSN and Windows Live had a 13.9 per cent share of US search volume in August, up 0.25 per cent from July, while Yahoo had a 13.1 per cent share of US internet searches, down from 14.6 per cent in July.

Google both competes and partners with Apple, the maker of iPhones, iPods, iPads, and Macintosh computers.

Schmidt resigned from the Apple board as Google weighed into the smartphone arena with devices running on its open-source Android mobile software.

He added that Apple was an outfit he cared a lot about and will remain close. He also said that Google could be improved by making features more social while providing users tools to manage their privacy.