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In May 2009, Microsoft used the Californian
conference All Things D, to showcase a new
Internet search tool prior to its official
launch on 3rd June. Originally called Kumo,
the Live Search replacement was unveiled
with extended functionality and a brand new
name: Bing.
The battle with Google. Seconds out ...
Bing, Bing.
Microsoft is now focussing on the aspects
that differentiate Bing from Google, which
continues to head the Web search leader
board. Bing’s algorithms rank search results
according to user relevance and classifies
its findings into subcategories depending on
the search term, making it easier for
surfers to find the next likely piece of
information they require.
Stefan Weitz, Director of Microsoft
commented: “Bing is more a decision engine
which helps the user to explore, better
organise search information and find what
they are looking for more quickly.”
However, Greg Sterling, analyst for Sterling
Market Intelligence, feels that whilst some
features of Bing, taken in isolation, may
deliver better search results than Google,
the difference is not sufficiently drastic
to trigger a mass user migration.
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Sterling said:
“It's a strong first step or a new salvo for them, but it's
not going to dramatically alter the market as it stands
today. Microsoft doesn't see this as the end of the process;
they see this as a new beginning. I think there are
interesting things they can do to continue to advance the
features. |
"Bing is more a decision engine which helps the user to
explore, better organise search information and find what
they are looking for more quickly."
Stefan Weitz, Director of Microsoft |
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Whilst Bing may not yet present a
serious threat to Google it could
still make life difficult for the
AOL engines, Ask.com and Yahoo with
analysts suggesting that its
technical features have now caught
up with those of its main rivals.
What's in a name?
Meanwhile there appears to be some
consensus on one positive aspect of
Bing and that is its name. During
last month’s conference, Steve
Ballmer explained that Microsoft
chose a shorter name in the hope it
would work better with a global
audience and Gartner analyst Allen
Weiner agrees.
For Weiner, the new engine - unlike
its MSN and Live Search predecessors
- is “marketable and quick off the
tongue" as well as being easily
identifiable but not tied to the
Microsoft brand. “They've carved out
a niche for themselves like they did
with Xbox,” he said.
One insider said that Microsoft
chose "Bing" because it represents
the sound made when users find
something they are looking for. But
it is unclear how well the name was
tested in France where 'Bing' is an
equivalent to the English word “Pow”
- the sound made when bopping
someone on the nose.
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