Microsoft CEO Steve Ballmer presented the new competitor of Google and its new name – Bing – Thursday at the D: All Things Digital Conference in Carlsbad, California

However, despite a sparkling demonstration, and the rebranding, it remains to be seen whether Bing “ka-ching” of Microsoft (NASDAQ: MSFT), and if both the name and resonance technology with users . The company’s search engine to date has been called Live Search, while Bing, the new search engine, was named Kumo.

That all changes on June 3, when Bing.com will live in the world and the Live Search brand goes away.

Rumors that Microsoft was willing to take the wraps off its rejiggered strategy research has been in the vortex of the blogosphere for several weeks. That’s when most observers expected Kumo code name, which means “cloud” or “spider” in Japanese, is the last name.

“We need a name that says it is all about search,” Ballmer said during a scene of questions and answers at the D conference. “We need to build brand value, and more technology equity. ”

Ballmer also assured the audience that the property has reported problems with the name – Bing – were treated successfully.

Names aside, however, the big question is it working?

“The proof in the pudding. If the buzz is out that Microsoft has a good research experience, who knows, they might be candidates,” Roger Kay, president of Endpoint Technologies, said InternetNews.com.
Taking a walk Bing

It is a race that is a bit difficult to appeal to date, however. The only people with genuine long-term experiment with Bing who were employees of Microsoft – who tried to Bing of several months – and a handful of technology analysts.

Two analysts who have had the opportunity to at least kick the tires before the launch Bing Both said they were impressed by their first attempts.

“Microsoft is finally giving his search [technology] a chance to succeed,” Matt Rosoff, Research Vice President for consumer products and services at Directions on Microsoft, said InternetNews.com. He Bing test for about a month.

[Live Search] results are not as accurate as Google, but [with Bing] I could not find what I’m looking for the first run, “said Rosoff.

Sue Feldman, Vice President of Research and Discovery Technologies at IDC, had a similar experience. “Practically all among the 10 to 20 results were very relevant,” she says InternetNews.com.

Microsoft executives, for a couple of years, has highlighted weaknesses in the search engines, citing an analysis that the number of 30 per cent of searches are abandoned because they are not what users seeking.

Kumo is the code name for an upgrade of Live Search that Microsoft ’s own employees had determined internally at least two months. While it is possible that the code names of Microsoft products are sometimes the names of final (see Windows 7), this is a rare occurrence. Evidence indicating Kumo is not the final name for the Live Search rebrands continues to climb. The most backward comes from a report on the adage that suggests that the name be final slagheap. Bing.com was under the ownership of Microsoft for a long time and was one of the names speculated for rebranding of the Live Search. The report also notes that Microsoft will support the improvement with a large publicity campaign by JWT, which include online, TV, print, and radio ads:The software giant is set to launch $ 80 million to $ 100 million campaign for the heap, the search engine that it hopes will help it capture a larger slice of the market online ad. It ‘campaign to its high – large compared to the launch of consumer-product ($ 50 million is considered a major budget for a national course) and very large when you consider that Google spent about $ 25 million on advertising in all its years last, according to the intelligence of TNS media, with approximately $ 11.6 million of that concentrated on recruitment. Microsoft, by comparison, spent $ 361 million. Google certainly has never faced an attack ad of anything of such magnitude.

While many are trying to figure out if this will be enough money to topple Google, I ‘m taking a slightly different approach. I believe that no amount of advertising will be enough to make a difference in market research, but I think Microsoft needs a new brand for its search service. Kumo’s name began to grow on me and many other bloggers, and I ‘m wary of having to get used yet another new name. I ‘m not sure if the heap will be the final name, it would be much more exciting if Microsoft could withdraw a last minute announcement of a completely new name of which nobody has heard of. The only real advantage that I think the heap has appointed over Kumo or Google is that it ’s shorter: it ‘ s just one syllable. This might not seem like a huge affair at first, but when you take a moment to think of words that you use daily, you will realize it as much as possible, while in modern English is shortened as much as possible.

Of course, it ’s not just about the name: the product should be able to stand alone (and once it starts, we have a pole control this point of view) but only at the moment I ‘ m trying to focus on the brand. Rumor has it Kumo, that its final name, is unveiled this week. We will you name the final fairly soon, but before we do, what name do you think Microsoft should you choose?