Bing, Microsoft's answer to Google?

Microsoft claims Bing to be a new Decision Engine and consumer brand, providing customers with a first step in moving beyond search to help make faster, more informed decisions.

The announcement by Microsoft comes fast behind the heels of yet another search engine hysteria created by Wolfram Alpha, which was launched earlier this month.

Microsoft had to play catch up with Google in the field of internet search. Having been caught completely unaware by Google who have overtaken Microsoft and become the internet's superstar, Microsoft's Bill Gates and Steve Ballmer have been keen to stress that Microsoft can catch up with Google.

With failed attempts to take over Yahoo and lackluster performance of the Live search, Microsoft had to do something revolutionary to stand a chance with Google. The answer from Microsoft is Bing.

According to Microsoft, Bing is not a search engine but rather a decision engine. It provides information so as to facilitate easier and quicker decision making. With a plethora of information out there, Bing aims to provide an environment where users can process and sort the information and find the best choice faster. Moreover, Bing allows search results to be broken down into logical and intuitive categories rather than popularity in a simple organised and orderly fashion.

However, where Microsoft claims Bing really differs from the likes of Google and Yahoo is in the field of local search, travel planning, health questions and shopping. For example, with shopping, Bing allows users to compare prices, view images and read reviews. All of the information is pulled from other price comparison and ecommerce websites all over the web.

On travel, Bing replicates the experience of travel portals such as Expedia allowing users to find the best ticketing options. Information and flight details are pulled in from numerous other websites under one roof, enabling users empowered with smart tools to refine the results and make faster decisions.

On a search for local requirements such as restaurants, Bing allows users to filter the search results according to parking, price, reservation and atmosphere. Restaurant reviews from around the web and direction to the palace are all provide in one page.

With its user oriented features, it is likely that Bing may raise the eyebrows of many smaller ecommerce and price comparison websites. It can have a devastating impact on start up ecommerce retailers whose products may not be featured in Bing. Hotels and flight booking websites such as Expedia, Lastminute, Opodo and others will keenly follow the attempt by Microsoft in encroaching into their business.