Funny thing, you're describing exactly why you're not assuming a global perspective. Forget about a first, the world is fragmented. To be global is precisely to cater to individual locations around the world.

If we are to believe these stats, Google is at 3% market share in China. It's basically non existent. http://gs.statcounter.com/search-engine-market-share/all/chi...

Microsoft has developers everywhere in the world, who need docs. There are major search engines besides Google and Bing.