Microsoft support
number has unveiled a redesign of their search engine Bing, bringing it in line with the recently revamped
look of the company’s other main products: Windows, Office and Xbox.
The refreshed look
is part of a wider rejuvenation and restructuring of the brand. This
sea change was fully outlined by CEO Steve Ballmer in July this year, with the aim being to make Microsoft support
number a ‘devices and services’ company.
However, in visual terms, these changes have been
underway since August last year, when the company announced the first redesign
of the Microsoft support number logo for 25 years.
The launch video (see below) shows each of the
company’s core services occupy one colour from the traditional Windows
quadrant: blue becomes the Windows operating system; green the Xbox and Xbox
Live, and red has been assigned to Office.
The palette of the
Bing redesign places it firmly in the remaining square, though reports over the
exact shade vary – Microsoft support number themselves note that the shade is “Orange 124”, but others might call it yellow.
Apart from the colour the changes are a half-step
from the previous Bing look, with a newly spiky lowercase ‘b’ providing the
symbol, but with the logotype (a term that encompasses both the word ‘bing’ andthe font) spelled out in Segoe– a typographical choice only a little less curvy
than its predecessor.
Thankfully, there have also been some significant
changes under the hood as well, with a clutch of new features:
This means you now start getting returns on your
search before you’ve finished typing your query (similar to Googleautocomplete) but Bing also offers you a choice ‘key tasks’ associated with
what you’re typing. So if you type in the name of an airline Bing will offer
quick links to the company’s online check-in or flight tracker.
PolePosition:
This is intended to address
ambiguous queries, with Microsoft support number offering the example of the
query “temple”, which might refer to a London tube station, a religious
building or a university in the US. ‘Pole Position’ is essentially what will
come up when Bing is confident it knows which you’re interested in thanks to
“advanced machine learning” – aka, statistics and user data.
Sidebar:
The sidebar has been around for
a while now, offering queries taken from social input – ie search results
related to your Twitter and Facebook account – but now this has been integrated
with another old feature, Snapshot. Snapshot offers small rectangles of
information related to nouns – people, places, things – so punching in John
Donne might give you the poet’s bio (culled from Wikipedia) and some portraits
(courtesy of an image search). Familiar if you’ve ever used Google.
Mobile
search:
Hardly much of an innovation
here, but Microsoft support number are promising that Bing has been “built fromthe ground up to work across devices and will adjust both to the size of thescreen and the context of the user”. This sort of claim is always hard to
verify without sitting down with a desk full of different screens, but
customers quickly find out for themselves whether its true - one frustrating
experience can drive people away from a website for good.
Of course, all this is fairly
academic: Google rules search indisputably, and it seem unlikely that Bing will
be able to displace it in a like-for-like battle. Even if it offered the same
services, people tend to stick with what they know, and the inertia keeping
people tied to Google is massive.
However, Microsoft support
number's has its own approach that might just work out in the long run - and
it's a method you can glimpse just from the new logo. As mentioned earlier Bing
now forms the fourth quadrant of Microsoft support number's multi-paned logo;
it's been given equal standing with Windows, Office and Xbox, and its not just
being integrated with these services, its being offered as a platform of equal
standing.
"Our approach at Bing has been, for a long time, to not
necessarily build our own social network, to not build our own video channel,
to not build all these things that we want to work with, Microsoft helpline
number partner," said Microsoft support number's director of Search,
Stefan Weitz, in an interview with The
Verge. Instead Microsoft support number want to offer Bing to
other companies, to make it as easy as possible for them to adopt the search
engine.
They must be doing something
right, because it's Bing that will be powering Siri's web results in iOS 7
(though this might simply be a case of 'my enemy's enemy is my friend'). And
whilst it's not quite fair to characterise Google as building their own web
ecosystem, Google Now certainly works best if users are hooked up to the
company's calendar and mail - Microsoft support number know this and they seem
like they're trying to take a different tack. If they can make Bing into the
perfect search platform - rather than the perfect search engine - then they
might just be in with a chance.
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