bBy Darren Waters/bbr /Technology editor, BBC News websitebr /ppimg src="http://newsimg.bbc.co.uk/media/images/45837000/jpg/_45837287_uk_dovercliffs.jpg" align="left" width="466" height="260" alt="Bing (Microsoft)" border="0" vspace="4" hspace="4"/pp class="first"bMicrosoft is re-launching its search engine, promising to make search simpler, and aiming to overhaul Yahoo./bpRe-named and re-branded Bing.com, the search engine will go live first in the US and launch in beta elsewhere. /ppGoogle has more than 64% of the search market in the US, followed by Yahoo at 20% and a href="http://www.microsoft.com"Microsoft/a at 8.2%. /ppBing offers to make search more relevant by understanding the intention of searches, and grouping more related information to the original query. /ppFor example, searches for a product will also bring links to reviews, accessories, and online shops, as well as information about the item. /ppSearches for flight information will pull schedules and times from websites, as well as linking to hotels and weather. /ppMicrosoft wants to reduce the amount of clicking a user has to do to find specific and related information. /ppPaul Stoddart, Microsoft UK search lead, quot;Forty percent of search queries go unanswered. There is something missing here and a big consumer need.quot; /pp/pp /quot;iGoogle haven't been able to innovate a lot of the UIquot;/ibr /bPaul Stoddart, Microsoft/bbr /br /pHe added: quot;We can see it in the logs [of searches]. When searching using existing search engines I have to keep re-querying things - adding more words, clicking on a site, going back because it is not the right site, and ultimately abandoning their queries.quot; /ppHe added: quot;We are pulling information that we know people use every day.quot; /ppHe said Microsoft was hoping to build an quot;emotional connectionquot; between users and its search engines, as well as brand loyalty. /ppBing has a much softer, less clinical feel than previous Microsoft search engines and rivals, with a daily changing backdrop image. /ppquot;Google haven't been able to innovate a lot of the UI (user interface) because they have to display their ads as that's how they make their revenue. We can try things a bit differently,quot; said Mr Stoddart. /ppUsers are also able to save their searches to avoid having to remember on which site they found a particular piece of information. /ppMicrosoft is forming partnership with a host of different online services which Bing can then trawl to aggregate specific information around searches - such as flight deals, reviews and holidays. /ppMr Stoddart said the UK version of Bing was launching later than the US because Microsoft was busy finding the quot;best of breedquot; in web services specific to the UK that it could add into search engine results. /ppquot;People keep building global search engines but doing something for the UK is important,quot; he said. /ppHe denied that Microsoft's goal of overtaking Yahoo lacked ambition. /ppquot;Second place would be a great place. And once we're in second place we will go for first place. /ppquot;Microsoft has a great tradition of coming from behind.quot; /phrpThis article is from the a href="http://news.bbc.co.uk"BBC News website/a. #169; British Broadcasting Corporation, The BBC is not responsible for the content of external internet sites./pdiv class="feedflare"
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