Rob Helm, director of research at Directions on Microsoft, says the chief information officer position is critical at Microsoft.

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Rob Helm, director of research firm Directions on Microsoft, sees McAndrews, Berkowitz or Chrapaty having day-to-day management responsibility over the Sunnyvale, Calif.

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"The critical question is whether Facebook can help Microsoft get critical traction in paid search, " says Rob Helm, director of research at Directions on Microsoft.

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