Microsoft CEO Steve Ballmer is scheduled to stage tomorrow at the D: All Things D conference Redmond beginnings and the search for new brands, which is called Kumo. No one really knows if Microsoft stick to the Kumo mark on his latest research effort, or go to another title. Earlier this week, the name of Bing began to look more likely than Kumo when Monday AdAge published a report saying Microsoft is considering a 80 to $ 100 million advertising campaign to break the name of Bing in the minds of users anywhere in the world. Then the TechCrunch MG Siegler added new credence to the name Bing final after he was able to snag a screenshot of a favicon – the little icon you see next to the address bar in a Web browser – the bing.com. Was it the new logo Bing accidentally in nature? Nobody knows, but it is interesting to capture.

Apart from a short list of names, little is known about the other search engine from Microsoft. In March, screenshots under the code name leaked online Kumo showing a three-column web page with advertising on one side and the navigation links on the other. Kumo The standout feature was the “categories” tool that offers several broad issues related to your search topic. The search for a singer may show links to the biography of this artist, albums, and so on.

Since Kumo leak in March, the search engine was blocked at the headquarters of Microsoft, and no real idea of what lies below its brand new wrapper. Thus, with little information available and on the eve of what will be the first of May new Microsoft search engine, I thought that I offer you my “5 things I want to know Bing”

1) The Bing search categories related to work as advertised? Related search categories are an excellent idea, and are probably the result of Microsoft’s acquisition of semantic search engine Powerset. But in the two examples of research results, we have seen – a search for taylor swift and another for Bose speakers – questions have focused on products. However, all searches are not products like movie, books, equipment and A / V What about non-product-oriented research information on historical figures, health issues or current events? If classes can not also be measured in all subjects of research, the utility will it really?

2) The Bing integrate with other Microsoft services? One of the great things about Google is that you can find direct links to all of Google’s most popular services from the search page. One click access to Gmail, Google Docs, and from Google.com, Google Reader is an excellent feature, and shows that Google knows how to integrate all aspects of your digital life. Yahoo is also a fan of one-click access to other Yahoo services, but have you ever tried to find a link to Hotmail to Live Search? You can not, because the link to Hotmail does not exist.

If Microsoft wants to draw people to Google and Yahoo, Bing should be integrated with all other Microsoft services, not just those directly related to research. For example, did you know that Microsoft offers 25 GB of free storage online photo? In the absence of a Hotmail account, you would not, because a link to the photo service can be found on the two portals Microsoft: MSN and Live Search. Note to Microsoft: integrate, integrate, integrate.

3) The Bing go beyond 10 Blue Links? Google and Yahoo have spent a lot of time ensuring that their search results go beyond a dull list of URLs. Google and Yahoo have included thumbnails of videos, images and maps in the search results of both popular and niche topics. Google is far ahead of Yahoo providing more than just links, but Live Search is pathetically behind the two leaders in research. The majority of Live Search results are a mere list of URLs; Bing has done better.

4) Can I trust Bing to work properly? I do not know if this is due to the impending transition of Microsoft research or not, but while seeking to Live Search for this article, a link to the U.S. edition of MSN.com to Live.com has been broken, and clicking on Live Search function classification crashed my browser. If Bing causes grief like that, Microsoft could become the forgotten search leader.

5) Is Bing the end of the Microsoft rebranding? During six years of research brand Microsoft MSN Search has been delivered and a third of search results. In 2004, however, Microsoft has realized the potential benefits in research online, and unveiled its own search engine MSN Search as part of the brand. This has been an uphill battle since then, with a rebranding in 2006 to Windows Live Search and Microsoft dumped by 2007 the name of Windows, the easiest to use Live Search. This is the third rebranding Bing five years and fourth overall moniker for the search service from Microsoft. Instead of focusing on the constant renaming, Microsoft could benefit from choosing a brand name for its research and stick with it.

Bing’s Debut

If nothing is certain yet, tomorrow, Microsoft should give us a look at the Bing, and the company could announce a launch date of the search engine. Bing that is available tomorrow or next week or next month, you can bet that once the search engine is online, Bing will be judged against the quest for gold: Google. So what do you think? Will you Binging by late summer or Microsoft search effort is doomed to failure?

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