Bing, the other search engine, furnished and funded by Microsoft has dropped it’s quasi-popular slogan and premise, that Bing is a “Decision Engine.” The meaning behind this campaign being that the clear concise search results from Bing allow one to quickly find needed information and from that info make needed decisions. The promotion was somewhat of a failure.
Bing results definitely differ from that of Google, but the lack of a broad spectrum did not garner the sudden mass audience Microsoft had hoped for.
Now Bing has begun billing itself as the “Doing” engine. Although the emphasis is more upon the “ing” than the do. We are to believe that Bing users use their search as a portal to another place, one that we refer to as “the real world.” That would be any place that does not require a monitor to reach.
Often IT workers find themselves purposefully pushing away from keyboards and monitors and going off in search of simple and genuine activities. Getting fed up with the internet is a part of working everyday on it. But do search results from Bing enable a greater ability to go swimmING, skiING, dancING, or any other ing? Not hardly, simplified results such as those furnished by Bing appeal to a lowest common denominator. For this reason Bing works well with Facebook. In the UK, Facebook usage and television time occur almost always simultaneously. These two media types are known as “time sinks.” One doesn’t leave Farmville to go plant a garden. One will not use Bing as an activity planner.
Microsoft and Bing need to find a new face to present to the public, one that shows off the true merits of simplified search results. Better yet Microsoft might build a search engine that further integrates activity into search. That would truly be doING something.
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