Microsoft Launches Bing

According to the company, Bing takes a new approach by going beyond search to be a "decision engine," hoping to help the user make decisions in such areas as shopping, travel and health. These are primarily areas where Microsoft thinks it can gain a foothold on Google, which is the obvious target for Bing and any other search Web site.

From what we can tell, it does this mostly by way of how it displays results. Doing some comparison test queries between Google and Bing, we would give Google a higher score for overall result accuracy. But Bing allows the user to fine tune the search easily with a column on the left that lets you narrow it down a little more, based on the topic (shopping, travel, etc.). So, for instance, querying the name of a town will give the option for maps or statistics. An airline query would bring up the option for fares and routes.

Another feature we liked is when a user hovers the cursor to the right of a result, a small window pops up with a summary of that specific page. This can be useful in determining if narrowing down the information on that site is pertinent to your search.

When doing shopping searches, Bing also offers something called Bing Cashback. Similar to a rewards program, searchers who use Bing to shop can see prices with a bottom line that includes a cash-back bonus. If the product is purchased through the link, a cash amount will be deposited into the user's Cashback account approximately 30 to 60 days after purchase (allowing time for potential returns). Apparently, this rebate comes out of the advertising commission that Microsoft collects from the online store.

While we don't know if this will drive any extra business to Bing or its advertisers, it's an interesting model that just might entice some hardcore online shoppers.

In general, we would say that Google still stands as the search engine to beat. The results are second to none, and the layout hasn't changed much in years, so users are comfortable with it. With Bing though, Microsoft has locked in on its goal and has leapfrogged into a position that could someday threaten the current champ. While still listed as a preview on the Web site, Bing already looks and functions like a finished product and, with a little refining, has the potential to someday take the keys to the search engine kingdom.