The rivalry between Microsoft and Google continues and now there’s news that Microsoft are teaming up with location-based Foursquare. Microsoft Bing Maps users will have the ability to view Foursquare check-ins, mayorships and badges, hints from Foursquare customers and will be able to zoom in to view the location.

Microsoft Maps has been going all out to compete with Google Maps and after a revamp of Bing Maps, has now also incorporated data from local blogs, Twitter and other sites. The tie-in with Foursquare is something that Google does not yet have and will give Bing Maps some standing.

The Foursquare affiliation has been made as part of some spring updates for Bing. There’ll be a new car search element as well as UI tweaks. As well as announcing spring updates for Bing there were also updates last fall, so this seems to be a pattern that’s working for Microsoft as they did a similar thing with Live Search.

It’s a strategy that appears to be working for Microsoft whose market shares have gained for the last 9 months, taking its share of the market to 11.5 %, up from 8% before its remake last June. For more information on this go to paidcontent.org. What do you think of Microsoft’s attempts to rejuvenate Bing Maps, and do you think it will work?