Kumo’s name to Change
For several months Microsoft has been testing a new search engine, the working title up till now has been Kumo, though Microsoft were always keen to stress that this was not a final name. According to reports the name is indeed set to change ahead of the rumoured $80 – 100 million dollar advertising push that Microsoft has planned for the new venture.
According to Advertising Age the new name, or in fact, the first official name, is set to be ‘Bing.’ No explanation has been offered as of yet for the enigmatic title and Microsoft are declining to comment for the time being, though it is thought that more will be revealed this week when Steve Ballmer speaks at the ‘All Things Digital’ conference in California.
The anticipated advertising spend has also raised eyebrows around silicon valley. The amount is thought to be very high, even for Microsoft, especially when compared to the barely 25 million dollars that Google spent on all its advertising last year. However, those expecting a repeat of the confrontational advertising approach that the company has been taking with Apple look set to be disappointed, Google will apparently not be mentioned by name.
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