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

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?

Comments

Bing is fine

[eclectro]

I don't find the name to be bad. Bing as a search engine has evolved and has been steadily improving to the point that it suffices for 95% of my searches. It clearly has become a viable alternative to those who want to de-google their lives.

Those who deride the name probably have another agenda.

Bing is a recursive acronym

[Stormwatch]

Have you ever noticed this? B - I - N - G - Bing Is Not Google.