Software firm Microsoft is hoping to earn back some of the search market share taken by the likes of Yahoo! and Google when it debuts its newly-upgraded search engine next month.
Rumoured to be launched under the name Bing - following development under the code name Kumo - the new search engine is tipped to replace Microsoft's Live Search and will debut with a $100 million (£63.27 million) advertising campaign.
Microsoft chief executive Steve Ballmer - who has worked for the software group since 1980 - is set to appear at the Wall Street Journal's D: All Things D conference this week and may demonstrate the new service ahead of its official launch in June.
However, Holly Sanders Ware of the New York Post commented today (May 26th) that Bing may have trouble going head-to-head with Google's "powerful brand".
In an effort to combat the issue, some analysts speculate Microsoft may opt to use a comparative strategy in a similar vein to the PC vs Mac ads used by Apple.
The seventh D: All Things Digital conference is set to take place from May 26th to 28th.
