Microsoft readies new search engine, huge ad campaign

By on May 25, 2009, 6:36 PM
Microsoft’s expected launch of a new search engine this week will be accompanied by a massive ad campaign and possibly a new brand name as well, according to AdAge. Known only as "Kumo" up until now, the revamped search service might launch as "Bing" – although Microsoft just lost an attempt to trademark the word, so who knows. The ad campaign will center on promoting the new brand and challenge users to think if search really does work as well as they thought.

Google has about 65% of the search market share and Yahoo about 20%, while Microsoft remains in the single digits. But the software giant believes there is a lot of room for improvement and in fact offers some internal data indicating 42 percent of all searches need to be refined after the first query.

They may be right, but even with a killer search platform and an advertising campaign said to cost upwards of $100 million, the Google brand has already become synonymous with Internet search; you can expect Microsoft to have a hard time changing that mindset.

User Comments: 4

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9Nails said:
I like "Bing" for a name. It would be easier to use that word in common speech than Kumo. "Bing it" could have a fun new meaning if the technology works. But it's true that "Google it" is now common language referring to preforming a search on a topic. Bing or Kumo do have room to improve upon Google, but it needs to be evolutionarily better and not just a working facsimile. Because, if it's just as good as Google then we already have a working Google that we are happy with.
phantasm66 said:
Bing!!!?? BING!!>>!?I'm not going to be able to hear about that without thinking of the countless jokes in Friends about Chandler Bing. Who the hell thought that up?
windmill007 said:
Hummm I highly doubt this will work. I never used it...but I think the "Live" brand was cooler. I think they will have to copy Google in the way they display there search page with very little on it to have a chance.
fastvince said:
This is a complete waste of money for Microsoft ! They should just concede that Google is the King and spend their money on building a decent OS !
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