Microsoft Dumps Kumo in Favor of Bing

Ainsley Jones

According to TG Daily, the next version of Microsoft's Live Search will not be called Kumo. The company is preparing an $80 million to $100 million advertising campaign to tout Bing, the new name for Microsoft's search brand.


That's no small ad campaign, says Advertising Age. A large advertising budget for a consumer product launch is considered to be about $50 million. It's a gamble Microsoft considers worth taking. Data indicates that only 65 percent of users are satisfied with online search.


The campaign won't mention Google by name, reports Reuters. Instead, the focus of Bing's campaign will be one that questions whether users are satisfied with online search and will offer an alternative.

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