Microsoft’s response to the inauguration of its new search engine Bing came with a heavy feeling of “wait and see ‘regarding how it will compete with Google.

Microsoft would have to spend $ 100 million on a promotional campaign for the launch, it clearly has a lot of weight to throw behind this new technology, both in terms of brand and budget.

Redmond hopes the new brand of research will relaunch its fight against Google. Originally going under the code name Kumo, the semantic search engine promises to help users achieve faster and more accurate answers to queries. For the moment, they are limited to certain types of queries, namely those around shopping, travel, health and location of local businesses.

However, the massive dominance of Google in market research means that many industry commentators are skeptical about the success will be Bing.

The general feeling was well summarized by Martin McNulty, head of online marketing agency Trafficbroker, who said: “While Bing introduces some new features for search, the major difference between it and Google is that Google is rooted in our culture and our language, Bing, it’s still in beta. It’s a hell of a gap to fill. ”

Citing Microsoft pan-European approach and collaboration with key agencies to advance the launch of digital marketing company believes that bigmouthmedia Bing could add a new dynamic updating of the industry, but remains cautious about how the service the battery in place.

“While research is excited by the prospect of a new service, only time will tell if Bing is to have a permanent impact. The industry has seen many new engines introduced over the years – including several of Microsoft – and it is fair to say they were not very successful, “said Andrew Girdwood, head of research at bigmouthmedia.

“There are difficult issues that Microsoft has to respond. How are they going to get the average number of households conduct research to try Bing for the first time, and how long the company is ready to support their strategy Bing, if progress is slow? Until we know the answers, the jury is still on it. ”

Writing in his blog, Gartner analyst Allen Weiner went on to question the timing and the time between the announcement and the release of the service, believing that the gap could still harm the chances of Microsoft.

“With so much riding on Bing, why Microsoft offers a period of six days between the announcement and launch? Such a shift can only lead to the spread of misinformation and a potential stream of negative comments across the vast network of social media before the launch, “Weiner says.

“Ultimately, it is the consumer who decides, so why not a public launch in a more fan-friendly site? Although May be no control over the calendar, launched in June rose window the quality of TV ad buys with May sweeps and outside. Summer TV consists of repeated and low price is not exactly lead to an engaged public. “

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