So today there is a conference happening in the States and apparently Microsoft is going to unveil the new search engine they’ve been working on. In the early days this new engine was supposed to be called ‘Kumo’ or at least it was called Kumo internally at Microsoft.

But now there are reports its going to be called ‘Bing’ and that they are going to spend between $80 – $100million on promoting it on TV, Radio and online. This is going to be one hell of a launch and onslaught against Google who only spent $35million in 2008 on advertising.

A quote from AdAge:
“People with knowledge of the planned push said the ads won’t go after Google, or Yahoo for that matter, by name. Instead, they’ll focus on planting the idea that today’s search engines don’t work as well as consumers previously thought by asking them whether search (aka Google) really solves their problems. That, Microsoft is hoping, will give consumers a reason to consider switching search engines, which, of course, is one of Bing’s biggest challenges.”

Some people are saying that no matter how much advertising you throw at people it won’t change anything… I disagree and think Bing will gain some ground on Google the big question is how much ground will it gain?

Lets hope it goes better than the launch of the Nokia Ovi store today where there were server problems or their servers couldn’t handle the load on it…