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Microsoft to debut Bing search engine alongside $80 million ad campaign

It’s been a while since rumblings of Kumo, Microsoft’s codename for its new searching engine offering, made the rounds. From the looks of things, that’s about to change… Big time. Redmond is said to be preparing to launch Kumo — with the final name “Bing” — alongside a massive $80 million advertising push that will aim to convince people search is broken and Microsoft has fixed it. It’s a tough sell, no question. Microsoft’s latest Laptop Hunters ad run has been quite the success of course, but there is a pretty massive difference here: Laptop Hunters addresses personal computers, where Microsoft is already the undisputed heavyweight champ with a shade under 90 percent of the market. Bing is a search engine and Microsoft’s search products currently combine to hold just over 8 percent of the market. Bing needs to build a user base, not keep one. So the task where advertising is concerned is a much different one, but the market could be ready for a true contender. According to Microsoft’s research where search is concerned, 42 percent of searches require refinement and 25 percent of clicks are the back button. As dominant as Google is, there still may be plenty of room for improvement in terms of efficiency.


Zach Epstein

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.

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