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'Microsoft Should Scrap Bing and Call it Microsoft Search' (cnet.com)

Posted by msmash on from the think-about-it dept.

Chris Matyszczyk, writing for CNET: Does anyone really have a deep, abiding respect for the Bing brand? Somehow, if ever I've heard the brand name being used, it seems to be in the context of a joke. That doesn't mean the service itself is to be derided. It does suggest, though, that the brand name doesn't incite passion or excesses of reverence. The Microsoft brand, on the other hand, has become much stronger under Satya Nadella's stewardship. It's gained respect. Especially when the company showed off its Surface Studio in 2016 and made Apple's offerings look decidedly bland. Where once Microsoft was a joke in an Apple ad, now it's a symbol of a resurgent company that's trying new things and sometimes even succeeding. The funny thing about Bing is that it's not an unsuccessful product -- at least not as unsuccessful as some might imagine. Last year, Redmond said it has a 9 percent worldwide search market share, enjoying a 25 percent share in the UK, 18 percent in France and 17 percent in Canada. And look at the US. Microsoft says it has a 33 percent share here. Wouldn't it be reasonable to think that going all the way with Microsoft branding and letting Bing drift into the retirement home for funny names might be a positive move?

8 of 206 comments (clear)

  1. why? by Anonymous Coward · · Score: 2, Insightful

    While I think the name Bing is SHIT. renaming it to Microsoft Search would only confuse the average user for no benefit whatsoever. What possible benefit do you think they would gain with a rename?

    1. Re:why? by Rockoon · · Score: 3, Insightful

      While I think the name Bing is SHIT. renaming it to Microsoft Search would only confuse the average user for no benefit whatsoever.

      Which is my most users call it "DuckDuckGo"

      --
      "His name was James Damore."
    2. Re:why? by stephanruby · · Score: 5, Insightful

      I agree about the confusion. Also, let's apply the "Google" test to it.
      "You don't know what this is? Let me bing it for you."
      "You don't know what this is? Let me 'Microsoft Search' it for you."
      The second one doesn't roll off the tongue as much.

      In any case, to say that Microsoft has improved its reputation means that this CNET contributor is either completely out of touch with current reality, or is being paid to shill for Microsoft.

      Personally, I've never hated Microsoft is as much as I do now.

      I hope Microsoft and its lawyers go to hell!

  2. easy by Anonymous Coward · · Score: 4, Insightful

    They figured "Microsoft Search" would associate it with something negative, while Bing would be neutral.

  3. Did /. at least get paid for this Microsoft Ad? by mykepredko · · Score: 5, Insightful

    I have to take issue with basically everything positive said about Microsoft in TFA.

    I've been continually losing respect regarding Microsoft's ability to put out a quality product in just about any product space. The only thing I can really say about that isn't totally negative about any of their products is that they haven't made Office (not Office 365) worse.

    If I was to look at the number of people who use Bing, I would immediately break them down into two groups:
    1) People who's work organizations won't allow them to change any system settings or add any software (including Chrome).
    2) People who are too stupid to specify Google as their default search engine.

    Cue the ACs that feel that I'm unfairly maligning Microsoft...

    --
    Mimetics Inc. Twitter
    1. Re:Did /. at least get paid for this Microsoft Ad? by Darinbob · · Score: 5, Insightful

      Have to agree. There's not a lot of positive images with the Microsoft brand name. The brand name most definitely has not improved under new leadership. I think this CNET guy has drunk too much kool-aid.

  4. Bing still serves pictures - score one for MS. by az-saguaro · · Score: 4, Insightful

    A few days ago here on Slashdot was an article about Google changing the way it handles image searches. Due to a dispute with a commercial entity (Getty Images if I recall correctly), Google was no longer going to serve the full image when you clicked on the thumbnail, just take you to the origin website. It would have made much more sense to just offer content owners a way to opt out of having their images displayed. The Slashdot replies are full of sensible comments and insights.

    This weekend, Google made the switch. Now, you can no longer preview an image in Google, not from any source. For me, doing a lot of graphic and imagery intensive work, that was one of Google's most important features. Now suddenly, Google sucks for that purpose. I just tried doing image searches on Bing, and they still work properly, I can see the full image.

    Brand loyalty has nothing to do with anything. Getting the job done is everything. So now, when I need to find images, hello Bing, get lost Google. MS should find a way to capitalize on that. Starting with a name change wouldn't be a bad idea.

  5. Re:Bing is fine by AmiMoJo · · Score: 3, Insightful

    Bing works in China. Google is blocked. That should tell you something.

    If you want to de-google then it doesn't make much sense to run to someone just as bad. Try DuckDuckGo or similar perhaps.

    --
    const int one = 65536; (Silvermoon, Texture.cs)
    SJW, n: "Someone I don't like, and by the way I'm a fuckwit" - AC