In its aspiration to be a leader in the search engine market, software giant Microsoft has embarked on a new search engine Bing, after Live. Popularly expanded as Bing Is No Google (BING), the new search endeavour from Microsoft is expected to take on the two search giants Google and Yahoo!

Wedged in the third place for three years in the search engine market with eight percent market share, Microsoft Live couldn’t endure the competition. Bing, unveiled as a decision engine, organizes search information to help people take decisions better. A search on digital camera under the Shopping category reveals comprehensive results of product reviews and comparisons better than Google, making it easier for the users to make the right choice. Within a week the decision engine has outstripped Yahoo! to take the second place with 12.1 percent share and also saw some Googlers Binging, with a lot of them from India mostly attracted by the flashy Bing page. “As a decision engine, Bing is pitted not only against the formidable general search players but also vertical leaders like Yelp and Kayak,” says Charlene Li, an analyst.

The lack of in-depth results and a comparatively reduced index, however, fail Bing to convert reviewers and curious explorers into dedicated Bingers. The searches being customized for each country is a good attempt, however, an attempt for porn filtration makes the country-wise results biased. When customized for countries like India, Germany, Korea, Indonesia, and China, Bing reveals a blank page for words like porn or sex, while the same words under U.S. or Japan customization reveals more than one billion results.

Despite the $80-100 million allocation for building up the brand Bing, compared to Google’s $25 million allocation in 2008 for brand building, the new search engine has to go a long way to take on Google. Google, however, is keen to stay ahead with the company unwrapping upgrades like Wave after Bing’s launch. A search on the phrase ‘Bing Is No Google’ in the two engines explicitly reveals the competition between them. The search reveals all positive reviews on the first page of Bing, while Google’s first page enlists all the negative ones.