Tech giant Microsoft is mulling to leap in making it faster and easier for searching online. The company said that its engineers are now working to rebrand web search engine Bing. Bing is owned and operated by the American multinational. Microsoft didn’t make any official announcement about its plan but the developer community has claimed to witness visible changes in the functioning of Bing. Also, the software maker has not announced a date about introducing changes or branding of Bing. It is believed that the company has made some changes to the brand and logo. The new brand and logo Microsoft Bing appear to have made their way to the homepage of Bing.
Previously, the old logo featured on the homepage and Microsoft logo and Microsoft Bing used to feature on secondary Bing pages. While others remain usual, the new brand and logo have clearly made their way to the Bing homepage. Notably, the software maker has emphasized its sub-brands in the past. It has already rechristened Office 365 to Microsoft 365. Besides, it has also rebranded Windows Defender to Microsoft Defender. The Washington headquartered company has also updated the Outlook for the Android app. It has added Bing search integration to the long-press menu. Microsoft Outlook Android app users now get to see a new to perform a Bing search while selecting text.
Although Microsoft is one of the most respected and trusted brands in the world, Google currently has strong dominance in the search engine market. The changes by Microsoft are seen as a bid to increase its leg in online searching. Earlier in June, Google accounted for almost 84 percent market share while Bing had settled with just six percent. Microsoft’s rebranding Bing also assumes significance as the company’s search advertising revenue saw a sharp dip of 18 percent in the fourth fiscal quarter of 2020 from the corresponding period last fiscal. The company understands that introducing changes at the appropriate time to enhance users’ experience can help fill the gap in both audience and revenue.