"Bing and Decide": Launch of Microsoft's First Decision Engine

The launch of Bing represented Microsoft’s third major attempt to enter the search market and challenge the industry giant, Google.

“Bing and Decide”: Launch of Microsoft's First Decision Engine

THE BUSINESS CHALLENGE

How do you successfully launch a new search engine brand in a market where the leader's brand name is synonymous with search and its customers, so apparently content with what they have, that they don't even see the need for another search product? This was the challenge faced by Microsoft in early 2009 when they prepared to introduce Bing, the newly reconfigured search engine, and come head to head with Google.

By 2009, Google's dominance in the search market was undisputed and appeared unstoppable, while Microsoft search share...

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