Microsoft recently re-branded their search platform as Bing, originally codenamed ‘Kumo’. What was Live Search is now Bing and there is a lot to be said for the effort Microsoft has put into its ‘new’ search platform.

What do you get with Bing? All the usual search platform related stuff including Bing Travel, Maps, Shopping, Images, News and so on. What’s different? Well, you get the idea Microsoft might be moving into the Google Trends direction with Bing xRank. Though in its infancy, it has some of the key elements employed in Trends, though currently aimed more at famous people. One would think this might be a sign of things to come, with Microsoft wanting a bigger slice of the search engine market. Overall Bing is very ‘pretty’, responsive and pleasing to use. You also get a new Bing wallpaper everyday, based on localized settings.

Other ‘new’ features include a search box service for your site, which allows you to use Bing on your website. Get one from Bing here. There is also Bing for mobile including three official Bing ringtones for your mobile device.

It remains to be seen whether or not the time, energy and financial expenditure of Microsoft’s major re-branding and promotion will have even a small effect on the giant  that is Google. Though perhaps the incorporation of Bing as the default search engine in Internet Explorer 8, which will be shipped very soon with the much anticipated Windows 7, will help a gain in market share.

 The uptake of Windows 7 is expected to be quick and most likely in large volumes, with minimum hardware support including the emerging Netbook market (something Vista was not capable of) - accompanied by Internet Explorer 8 and hence Bing.

Coincidental timing…I think not!

Want to find out more about Bing? Read all about it at Wikipedia here or take the Discover Bing Tour here.