Maybe “Kumo” is just a placeholder for Microsoft’s next search engine, which may end up being called “Bing.”
That’s the take of search marketing guru Danny Sullivan, who provided a great overview of the rumorish coverage of Microsoft’s latest attempt to challenge Google’s Web search dominance.
In a post at Search Engine Land, Sullivan said candidates for the brand name include Kumo, Bing, Hook and Sift:
Personally, I doubt Kumo will be the new name. After being used in testing, any “thunder” with that name is kind of gone. Plus, I’ve seen plenty of people on the web ridicule that name as a new brand choice. Sift seems potentially tied to a Microsoft mobile platform, plus Sift.com is actually owned by someone else. Hook.com also is owned by someone else. Bing.com resolves to a blank page, is registered to Microsoft and uses Microsoft’s name servers. So that’s what I’d guess it’s going to be.
If Steve Ballmer doesn’t clarify things next week at the D: All Things Digital conference, perhaps Microsoft’s new search boss, Qi Lu, can sort it out at Sullivan’s SMX Advanced search conference in Seattle the following week.
Which do you prefer – Bing or Kumo?
Chandler Bing‘s not sure.