Bing picks a fight with Google
This month, ( Nov 2009) Microsoft will go head to head with Google in the UK, when it launches a fully localised version of its Bing search engine. 
With the launch, the UK will become the third country after the United States and Canada to receive a tailor-made version of Bing.
In the United States, where the full version of Bing has been available since June, the search engine has been steadily building market share, though it still trails the market leader Google by some distance. Bing’s approach to search is based on a more visual approach than that offered by its rivals. Searches for a major company will return not only a direct link to the site in question, but a precis of useful information from that site, including telephone numbers and even search boxes. Maps are also integrated into the search results, as is the ability to search Twitter feeds.
“Microsoft has so far spent $2 billion on rebuilding and rebranding its search effort, but it is unlikely ever to dominate the market in the same way as Google, one search expert told The Times. “The difference is that Google began as a search engine, producing results that people liked, whereas for Microsoft, it’s just another weapon in their armoury.”
The biggest challenge for Bing is breaking the Google habit. Microsoft stated that “We’re not really in this for clever marketing. We want to build a relationship with people who use this tool for research. Once you treat it like that, Google starts to look really old-fashioned and clunky. If people use Bing to aggregate decisions about what to buy, that’s when we start to build relationships. We expect numbers to climb gradually over the next 12 months.”
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