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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

May 20, 2009 at 9:52 AM

Microsoft’s latest search for search answers may come next week

Catching up a bit here: Expect to hear about the latest upgrade to Microsoft’s search engine next week at the Wall Street Journal’s D: All Things Digital conference in Carlsbad, Calif. First order of business is likely to focus on what Microsoft will call it. Speculation has centered on the internal code name for the project, “Kumo,” which in Japanese means “cloud” or “spider,” terms associated with search technology.

But as Brier Dudley noted this morning, one of the most knowledgeable search experts, Danny Sullivan, thinks its going to be called “Bing.”

Branding has been something of a struggle for Microsoft’s online services and the search engine, now known as Live Search, over the years.

We’ll probably hear the new name next week when Microsoft, as it’s expected, shows off the search engine at the Wall Street Journal’s D: All Things Digital conference in Carlsbad, Calif. The Journal reported the news, as did D: All Things Digital blogger John Paczkowski.

The big question, of course, is how much of an impact an upgraded search engine and its new features will have. The latest comScore numbers, released earlier this week shows Google increasing its share to 64.2 percent of searches in the U.S. in April, compared with 8.2 percent for Microsoft and 20.4 percent for Yahoo.

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