In a week’s time Microsoft will be launching its new Internet Search site, Bing, previously code named “Kumo”. Microsoft tapped Interbrand to conceive this moniker, which is meant to be a verbable phrase. Their hope is that in 6 months time we’ll be “Binging” things rather than “Googling” them.

Reviews have sprung up across pundit sites in the digital space. Their verdict? Microsoft’s offering does innovate in particular search tasks; notably in local, travel, shopping and health. Microsoft leverages an semantic approach to search, scraping partner sites to aggregate product and restaurant reviews for local and shopping, and competitive pricing for travel.

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