Can Microsoft Make You 'Bing?'

Since its launching in 2009, Microsoft Bing has grown. But Google still remains the dominant search engine.In the latest, Microsoft's effort to knock down Google from its perch as king of search is playing out as an epic -- and expensive -- endeavor -- under the headline, "Can Microsoft make you 'Bing?'" The New York […]

Since its launching in 2009, Microsoft Bing has grown. But Google still remains the dominant search engine.

In the latest, Microsoft's effort to knock down Google from its perch as king of search is playing out as an epic -- and expensive -- endeavor -- under the headline, "Can Microsoft make you 'Bing?'"

The New York Times goes inside Microsoft's local offices and inside the strategy to make Bing the dominant search engine. The NYT article focuses on the people leading the Bing strategy, including Mike Nichols, a Microsoft general manager. Nichols says he is inspired by Muhammad Ali's defeat of Sonny Liston. Then known as Cassius Clay, the young brash boxer pulled off one the biggest upsets in U.S. sports history.

Whether Bing pulls off a knockout punch any time soon remains to be seen. As the article (available to NYT subscribers) points out, it's an uphill effort:

Microsoft's assault on Google in Internet search and search advertising may be the steepest competitive challenge in business today. It is certainly among the most costly. Trying to go head-to-head with Google costs Microsoft upward of $5 billion a year, industry executives and analysts estimate.

Reference: NYT article.