In May 2009, Microsoft used the Californian conference All Things D, to showcase a new Internet search tool prior to its official launch on 3rd June. Originally called Kumo, the Live Search replacement was unveiled with extended functionality and a brand new name: Bing.

The battle with Google. Seconds out ... Bing, Bing.

Microsoft is now focussing on the aspects that differentiate Bing from Google, which continues to head the Web search leader board. Bing’s algorithms rank search results according to user relevance and classifies its findings into subcategories depending on the search term, making it easier for surfers to find the next likely piece of information they require.

Stefan Weitz, Director of Microsoft commented: “Bing is more a decision engine which helps the user to explore, better organise search information and find what they are looking for more quickly.”

However, Greg Sterling, analyst for Sterling Market Intelligence, feels that whilst some features of Bing, taken in isolation, may deliver better search results than Google, the difference is not sufficiently drastic to trigger a mass user migration.

Whilst Bing may not yet present a serious threat to Google it could still make life difficult for the AOL engines, Ask.com and Yahoo with analysts suggesting that its technical features have now caught up with those of its main rivals.

What's in a name?

Meanwhile there appears to be some consensus on one positive aspect of Bing and that is its name. During last month’s conference, Steve Ballmer explained that Microsoft chose a shorter name in the hope it would work better with a global audience and Gartner analyst Allen Weiner agrees.

For Weiner, the new engine - unlike its MSN and Live Search predecessors - is “marketable and quick off the tongue" as well as being easily identifiable but not tied to the Microsoft brand. “They've carved out a niche for themselves like they did with Xbox,” he said.

One insider said that Microsoft chose "Bing" because it represents the sound made when users find something they are looking for. But it is unclear how well the name was tested in France where 'Bing' is an equivalent to the English word “Pow” - the sound made when bopping someone on the nose.