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Microsoft has unveiled a new search engine in a bid to lure Web surfers away from Google and other search sites. It is hoped that new site, 'Bing', will be more successful than the company's two most recent incarnations: Live Search and MSN Search.

Microsoft claims the new search engine will offer an improvement in the number of users who actually find answers to their search questions

The company's own research suggests that up to 60 per cent of queries are not answered by current search engines, and that 50 per cent of all searches are in fact repeats of previous questions.

The new search engine aims to be better at working out what users are really looking for. A search for the website Facebook, for example, would display just one result linking to the site itself, but give users the option of displaying further results about the site. When asked why Microsoft chose the name 'Bing,' Microsoft CEO, Steve Ballmet said: 'The name is short, it's easy to say, it works globally.'

History has not been kind to even the best search innovators. Many companies, including Inc. and IAC/InterActiveCorp., and startups like Hakia, ChaCha and Cuil have tried to improve on the basic '10 blue links' format of search results, but so far Google has proved unstoppable.
To mount a credible challenge to Google, Microsoft tried taking over Yahoo last year. But after Yahoo rebuffed its $47.5 billion offer, Microsoft turned its attention to improving its own Live Search.

This failed to catch on mainly because the company didn't do much to promote it.
With Bing however, it appears to be taking no chances. Ad Age reported the company plans to spend as much as $100 million advertising the search engine.
Microsoft has been stuck in third place behind Google and Yahoo for years. Its share of U.S. search queries was 8.2 per cent in April, according to the most recent data from the research group comScore Inc.  
In comparison Google was used for 64.2 per cent of queries, and Yahoo's share totaled 20.4 per cent.

Google's sales - $4.7 billion in the first quarter - are tied to its search dominance, because companies will pay to reach a wider audience.

Microsoft, by contrast, posted a quarterly loss in its online advertising business.
Speaking at The Wall Street Journal's All Things Digital conference in California, Mr Ballmet, said: 'We want to do better.