The power of a name change

Microsoft, the laughing-stock of the browser/open source software community, finally came out with a new search engine. To those who follow tech news and trends, this isn’t exactly surprising as the story has been on for a while now – as far back as November 2008.
When TechCrunch covered the story about the rebrand (and the project codename: Kumo), readers scoffed at what seemingly looked like Microsoft trying to beat a dead horse. A few examples:
Changing name is an interesting idea but does NOTHING to solve their fundamental problem, the lack of vision in Search to begin with. Google has its flaws, paying people to search and other marketing ploys do nothing to help get users using your platform over the long run. This is nothing but a stunt that will lead them to loose even more market share (even if they do buy Yahoo). - Jon
Most of Microsoft’s users are the 35+ year-old that...


