Talking with analysts and others today about Microsoft's plans to rebrand its Internet search engine, I finally heard a plausible theory about why the company might choose "Bing" as the name. The site could emit a sound effect -- "BING!" -- whenever anyone presses the search button -- thereby solidifying the brand in the minds of consumers and finally putting Microsoft in a position to trump Google.
It's brilliant!
OK, all joking aside, we're keeping an open mind, despite all the grief we've given Microsoft about its search branding. Microsoft CEO Steve Ballmer is widely expected to unveil the revamped Microsoft Live Search -- including a new name -- at the Wall Street Journal's D: All Things Digital conference Thursday in California. We'll be monitoring events from Seattle and reporting on whatever Microsoft announces.
The other big question continues to be whether Microsoft can pull of some sort of Yahoo search deal. Carol Bartz, Yahoo's CEO, had her turn in the red dentist's chair today, telling Kara Swisher that Yahoo and Microsoft are talking "a little bit" but that it would take "boatloads of money" to make something happen. CNet News.com's Ina Fried was there and has more on Bartz's comments.
Before Bartz's comments, Mary Jo Foley theorized that the new name of Microsoft's search engine would be Yahoo, as a result of a deal.
For now, however, it's looking like Bing is the thing. Kip Kniskern at LiveSide.net has a good roundup of the clues, including the announcement by mobile IM company Bing -- whose existence foiled Microsoft's attempt to register the Bing trademark -- that it's soon changing its name to "Blinko." (Hopefully for Microsoft, that company doesn't adhere to Bartz's "boatloads of money" mantra.)
TechCrunch's MG Siegler also spotted what appears to be a Microsoft Bing logo in a favicon next to the bing.com url.
But for all the discussion of the name, Joe Wilcox points out that it doesn't really matter.
"Microsoft could rebrand search Bill Gates, Steve Ballmer, Bozo the Clown or the Muffin Man," he writes. "Right now, the name shouldn’t matter to anyone, nor will it make much difference against Google’s dominance. Microsoft must fundamentally change how search works."
Meanwhile, people on Twitter are having fun guessing what Bing might stand for if it's an acronym. One favorite: "Bing Is Not Google."
Seems about as likely as that sound effect. But you never know. Check back Thursday to find out what happens.
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