Live Search is Microsoft’s successor to MSN Search and has been in beta testing since March. According to Nielsen/Net Ratings, Microsoft is a distant third in U.S. search engine popularity.
The stated goal of Live Search is to help people find, view, organize and preview search results more efficiently. New features include search preview, scoping tools, a search slider bar that increases the level of result information and smart scrolling that makes search results viewable on a single page.
“We’re unveiling a range of innovations that deliver an outstanding level of power and simplicity to search,” Christopher Payne, corporate vice president of Windows Live Search, said. “Combined with the rich browsing and integrated searching services delivered by Windows Live Toolbar and Live.com, the new search service offers customers the next generation of unified services today.”
Windows Live Search makes it easier for users to search across different categories including an image search, news search, RSS feeds, email search and local search.
Microsoft’s new search tool is part of an overall, companywide re-branding effort of its free products and services. Along with Live Search, the company is releasing Windows Live Toolbar, which will enable search queries from any web page. Live.com also has been launched that functions as a customizable home page where users can feature content they select in a custom layout.
Also launching today is Live Local Search in the U.S. and the U.K. This offering shows detailed images of local geography based on searches for addresses or local businesses.
While the rollout of new and enhanced services puts Google and Yahoo on notice, Microsoft might have a larger marketing problem on the horizon. Some market analysts said that Microsoft has failed to distinguish its new services from competitors’, and needs a more efficient marketing push or a tie-in strategy with more recognizable products.
“In general, I don’t think a lot of consumers outside of computer enthusiasts are aware of Windows Live or know what it is,” Matt Rosoff, and independent researcher, said. “In the end, users need easy access to Microsoft’s search engine.”