News of Microsoft's new search engine Bing is all over the web today after CEO Steve Ballmer announced his company's new product today at the Wall Street Journal's All Things D conference. But curious searchers will have to wait. won't be live until June 3rd.

Press releases introducing the product sent viewers to a blank page this morning. Microsoft has since put up a landing page and demo video.

Bing is hoping to redefine search - calling its new product a "decision engine" instead of a search engine. But launching a product that won't be ready for a week?

Bing is blanketing the Internet today — it's the fourth most popular term on Twitter right now — but the company is wasting an opportunity for stickiness by sending viewers to a video instead of the real thing.

Rather than letting users decide for themselves if the product is useful, they're forced to sit through PR materials for the product. No matter how convincing Microsoft's pitch is, the future of Bing's success depends on its utility. If users find it works better for their queries than Google or other search engines, they will use it.

But chances are many viewers won't come back to find out when it is live, and they may forget about Bing altogether. Microsoft is hoping to combat that problem with an $80 million ad campaign to spread word of mouth, but they missed a huge opportunity by not having the engine live at launch.

Meghan Keane

Published 28 May, 2009 by Meghan Keane

Based in New York, Meghan Keane is US Editor of Econsultancy. You can follow her on Twitter: @keanesian.

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Comments (4)



you spelled "millioin" wrong...

about 9 years ago


Chrystal K.

I'm actually kind of excited to see what transpires with this.  I recently read an interview with Qi Lu as well as  the info page on the Bing website. 

I can't wait to see the outcome...I love innovation!

about 9 years ago


gaetano marano


I believe that Microsoft will do a "bingHOO!" in 2010...


about 9 years ago


John Oliver

I will not be using this. I object to change for change sake and think this is a stupid name and a totally uneccessary change.

about 9 years ago

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