You have to admire the sheer tenacity of Microsoft. It is well noted that Google completely dominate the search engine market with a massive 86% of the global market, whilst Microsoft’s Bing has a meagre 3.4% share. Despite this, Microsoft have embarked on an aggressive advertising campaign in the UK in the hope of at least stealing second place from Yahoo.

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You’ll probably know by now, whether from this blog or one of the hundreds of others that have been covering this, that Microsoft have named their new search engine ‘bing.’ Now, to some that name may seem like just a random title picked out of the air at great expense by a marketing firm, however, to Mr. Steven Ballmer, CEO of Microsoft it is a clever marketing ploy rich in potential to become a household name.

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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.

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