Microsoft's Live Search continues to struggle to gain market share from its dominant rival Google, who last month secured 64.2 per cent of all search queries in the U.S. - a significant number in comparison to Live Search's paltry 8.2 per cent.
Still, Microsoft hasn't been deterred and those following the ongoing search wars will know that Microsoft's next-gen search engine, codenamed Kumo, has been under development for some time and is being internally tested by Microsoft employees.
Despite knowledge of its existence, rumours have been persistent in regards to Kumo's final working name and recent reports now suggest that the service will launch under the name of Bing.
Although the name is yet to be confirmed by Microsoft, reports suggest that the software giant is preparing to launch a $100 million ad campaign to help promote the Bing service. As with Kumo, Bing will hope to differentiate itself from Google by offering categorised results and other new search features.
With the ongoing development of Google, however, Microsoft faces an uphill battle in convincing users to begin Binging as opposed to Googling.
The Bing search engine could be unveiled at the D: All Things Digital conference, starting tomorrow May 26th.
