![Microsoft Kumo Bing Search](http://sanziro.com/wp-content/uploads/2009/05/microsoft-kumo-bing-search.png)
Microsoft [is spending an estimated $80 million to $100million](http://adage.com/digital/article?article_id=136847) to convince people to go “binging” instead of “googling” when it comes to search. Microsoft will launch the ad campaign when it unveils its new search engine next week.
Code-named “Kumo”, the search engine will most likely be branded Bing, and is Microsoft’s third attempt at winning the lucrative search marketplace, after the not-so-successful MSN Search and then Live Search. Live Search is the fourth most used search engine, after Google, Baidu and Yahoo!. Microsoft Bing is likely to incorporate the semantic search technology of Powerset which Microsoft acquired last year, after its failed bid for Yahoo! search.
Not much is known about the new search engine except for [leaks screenshots in March](http://www.pcworld.com/article/160541/sneak_a_peek_at_microsofts_kumo_search.html). From the look of it, we could not see how Bing will be drastically better than Google, which is what Bing needs if it intends to sway away users’ search habits. Playing catch-up is not always easy, the problem for Bing is Google is doing a pretty good job at the moment.
Lately it is hard to get excited by anything from Microsoft. We will see if third time is a charm for Microsoft. Let’s hope Bing brings some cool search breakthrough and spice up the competition. Winning the search marketplace is a daunting task, increasingly we are seeing ‘live-search’ capability (Twitter search) gaining importance in the search landscape, and we doubt Bing is equipped and ready for it. Bing’s challenge is Google and Yahoo, and not forgetting Twitter and Facebook search.
Will spending 100 million greenbacks be enough to convince people Bing is a better verb than Google for search? Good luck Microsoft.