Feeds

Microsoft wraps Live Search in chicken and breadcrumbs

Redmond prays Kiev contents will be hot

Boost IT visibility and business value

Microsoft has cranked up the PR machine by releasing a little more detail about the forthcoming revamp of its Google-wannabe Live Search brand.

The software vendor revealed to the Wall Street Journal yesterday that its search engine re-launch project carried the code name of Kiev.

It’s understood that Microsoft has hired London-based ad agency JWT to head up an $100m ad campaign to push its rebranded search engine, although the company has declined to comment on the alleged deal.

Up to now, Microsoft has struggled to pull in new users for its service, in part because of people failing to distinguish Live Search from the firm's other online properties.

There are several names that appear to be in the running for Redmond’s revamp of its cumbersome Live Search brand, including Kumo and, more recently, Bing.

Microsoft has registered .com and .net domains for both monikers and pointed its web servers at them too, according to the Whois database.

The company’s senior online audience biz veep Yusuf Mehdi told the WSJ that Microsoft was readying its campaign to woo users away from Google’s ubiquitous search engine.

However, Mehdi remained quiet on the finer details of the Kiev project. Instead he confirmed that Microsoft has been testing its new search engine in-house under the Kumo tag.

But the name game remains a mystery and no one is sure what way Redmond will jump with the re-brand, which is expected to launch in June. ®

Build a business case: developing custom apps

More from The Register

next story
The Return of BSOD: Does ANYONE trust Microsoft patches?
Sysadmins, you're either fighting fires or seen as incompetents now
Linux turns 23 and Linus Torvalds celebrates as only he can
No, not with swearing, but by controlling the release cycle
China hopes home-grown OS will oust Microsoft
Doesn't much like Apple or Google, either
Sin COS to tan Windows? Chinese operating system to debut in autumn – report
Development alliance working on desktop, mobe software
Eat up Martha! Microsoft slings handwriting recog into OneNote on Android
Freehand input on non-Windows kit for the first time
Linux kernel devs made to finger their dongles before contributing code
Two-factor auth enabled for Kernel.org repositories
This is how I set about making a fortune with my own startup
Would you leave your well-paid job to chase your dream?
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Scale data protection with your virtual environment
To scale at the rate of virtualization growth, data protection solutions need to adopt new capabilities and simplify current features.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?