Microsoft Search Engine Relaunch - Introducing Bing

Microsoft announced this week that it will be re-launching its search engine in an attempt to create a more efficient, simpler competitor to Yahoo! and Google who currently hold 64% and 20% of the US market, respectively. Microsoft, which holds a little over 8% of the US market, will be re-naming the tool as Bing.com and launch first in the US in Beta and then expand into other markets such as Asia and Europe.

Bing is said by Microsoft to make search more relevant by understanding the intention of searched and grouping related information about the search query automatically. As such, search results can produce reviews of products and items, events related to a specific name or industry, accessories, online shopping options, competitors, alternatives, locations etc. Search for flight information, as an example highlighted by Microsoft, will bring up schedules, times, alternative flights, and a host of related information including weather, tourist attractions at destination specific locations, hotels, car hires and terminal promotions.

Microsoft is attempting to reduce the amount of clicks between searches queries and results by finding and offering more specific pieces of information to users.

Paul Stoddart, MS UK Search leader, was quoted today in the BBC saying:

"Forty percent of search queries go unanswered. There is something missing here and a big consumer need. We can see it in the logs [of searches]. When searching using existing search engines I have to keep re-querying things - adding more words, clicking on a site, going back because it is not the right site, and ultimately abandoning their queries. We are pulling information that we know people use every day."

He said Microsoft was hoping to build an "emotional connection" between users and its search engines, as well as brand loyalty.

According to the BBC reviewers who pre- tested the new release, Bing offers a less clinical feel and a personalized approach with the daily changing desktop image. While Google have been inhibited in their designs due to the restrictions placed by the presence of ads on their user interface, Stoddart highlights that Microsoft is less bound by such restrictions.

Searches on the new release can be saved to allow for threading of information and tracking of sources. Microsoft is also planning partnerships with a host of online providers which aims to contribute to Bing.com's ability to find specific information around search. The UK version of Bing will follow the release of the US version after MS took on special efforts to create a tool specific enough for the UK market search engine dynamics which slightly vary to those across the pond.

"People keep building global search engines but doing something for the UK is important," he said.

This is just the latest step in Microsoft's' fight for survival in the search engine arena. While Stoddart does highlight Microsoft's great come- from- behind- wins tradition, it remains to be seen whether Bing.com can provide serious competition to the dominance of Google and second place Yahoo! in the market in the foreseeable future.