Microsoft’s New Search Engine “Bing” – Cuts Down Users Search Time

Originally named Kumo, Microsoft’s new search engine is now rebranded to Bing and is about to be revealed.  Microsoft is rolling out a TV, radio, Internet and newspaper brand campaign to convince people to “use today’s search engine”. 

Microsoft believes that 42% of all first query searches need to be refined which presents a huge opportunity. The goal of Bing is to reduce the time involved with searching by providing better results the first time round. They will do this by displaying related categories to help provide a better user search experience.   For example, Bing will provide related categories such as Reviews and Prices for product related searches.  Finding exactly what you are looking for within a shorter amount of time is quite compelling if Microsoft can pull it off. 

The question remains, since Google provides a great search experience and is adequate, will users switch to a better engine?  Is a better search experience on another engine just frills that the masses won’t switch for?

In any case, the web needs Microsoft’s Bing to succeed.  Even though Google is not technically a monopoly, it dominates most markets around the world and is certainly beginning to feel like one.  Google still demonstrates its ability to innovate, specifcally with its recent Rich Snippets release and support of RDFa and Microformats.  However, we need competition in the search industry as it provides choice for users and stimulates innovation.  It is obvious that Google’s new use of data was spurred on by competitive moves by Wolfram Alpha.   These new services by Google is proof that competition ensures that the encumbent keeps on innovating.

Can Microsoft innovate to a level that keeps Google on its toes?  I hope so.  There are plenty of smart people who work for Microsoft.  Contrary to popular belief, the brightest people in the world do not all work for Google. Let’s hope that the Microsoft Bing team have the ability to experiment and develop search technologies that can make a difference.