Microsoft-Live! have finally launched a DNA search engine. You can now match any disease indicators in your DNA directly to all the world’s medical information, applicable drugs and treatment solutions. It seems that after years in the trenches of a ‘Search War’, Microsoft has finally won a battle against Google.

Regulatory pressure from the US FDA during the beta test phase forced Microsoft to base its service in India. This geographical imperative helped create a powerful JV with India’s Apollo Genetics Group who now have more than 12,000 DNA screening booths world-wide and offer a US$20 instant genetic blueprint service.

Customers can link their personal genetic blueprint to Live!DNA and get an instant analysis of disease risks or realities. Microsoft Live!DNA then goes further to also recommend drugs, advice and alternative treatments.

It is not surprising that the booming Apollo Hospitals Group is able to punt their high quality low-cost surgical services directly through Live!DNA. Apollo have suddenly become “the Amazon.com of medical treatments” says one satisfied patient. In line with Amazon.com, Apollo are now rated by the US Customer Satisfaction index as the #1 hospitals group in the world.

The implications of this new service for individuals, hospitals, doctors and corporate health operations will be profound, cutting diagnosis times, improving accuracy and slashing costs.

ANALYSIS >> SYNTHESIS: How this scenario came to be

2006: Microsoft Live! launched
Microsoft states that it will move from a ‘software in a box’ model to distributing its Windows, Office and other software over the Internet. It is widely believed that this action was prompted by Microsoft’s inability to control software piracy in China, which exceeded 90% of its installed base in 2005.
MSN becomes central to its future strategy for the first time. Massive investment in Live! includes the launch of its Google-bashing Virtual Earth, getting the edge with full 3-D ‘fly-thrus’ of selected cities.

2008: Live!DNA goes off-shore to avoid FDA
Microsoft’s initiatives to create a breakthrough DNA search engine fall foul of the Federal Drug Administration (FDA). Regulatory pressure during the beta test phase of Live!DNA forces Microsoft to base its development efforts, and the planned service offering, in India.

India’s Apollo Genetics Group are the JV partner, selected because of their massive global plans to establish more than 12,000 DNA screening booths on the back of a US$20 instant genetic blueprint service.

Plans are for customers to link their personal genetic blueprint to Live!DNA and get an instant analysis of disease risks, and the customer’s (or should that be the patient’s) current medical realities.

2010: Apollo Genetics launches first DNA screening booths
Apollo Hospitals are rated by the prestigious US Customer Satisfaction Index as the #1 hospitals group in the world, by their US patients.

At the announcement of this award, Apollo Genetics (a division of the Apollo Group) announce that the first 200 of their DNA screening booths have gone live. Services are quite limited at this stage and only provide a one-week turnaround on an individual’s genetic profile.

2011: Microsoft and Apollo launch Live!DNA
A massive internet press launch is the core of Microsoft’s Live!DNA event.

To the surprise of pundits, Microsoft goes further than expected by using the genetic profile and it’s Live!DNA search engine to directly recommend specific drugs, advice and alternative treatments. It is rumored that WebMD is behind some of the elementary advice and information mining.

It is perhaps not surprising that the booming Apollo Hospitals Group is able to punt their high quality low-cost surgical services directly through Live!DNA. Like Google’s preferred providers, Microsoft’s Live!DNA search engine seems likely to develop into a massive commercial opportunity.

“We have become the Amazon.com of medical treatments,” says Apollo’s PR release. Amazon.com is rated as best for customer service in retailing, and Apollo have now achieved the same in the world of hospitals.

The implications of this new service for individuals, hospitals, doctors and corporate health operations will be profound, cutting diagnosis times, improving accuracy and slashing costs.