A senior Microsoft executive Tuesday hinted a possible change of the company's "Live" brand for search and online services, according to media reports.
Microsoft's marketing team is working on fixing the company's search image to gain on Google Inc., said Kevin Johnson, president of Microsoft's platforms and services division.
When asked if he meant Microsoft wants to "change" its image in search instead of fix it, Johnson replied, "Fix means fix. If that means change, we'll change."
In Johnson's opinion, having multiple identities for the same online services such as MSN Hotmail and Windows Live Hotmail or Windows Live Messenger and MSN Messenger is confusing for the users.
In addition, Johnson explained that a brand "fix" is needed as Microsoft decided to drop its bid to acquire Yahoo for 42.3 billion U.S. dollars and improve its Live Search engine.
Launched in 2005, Live Search, Microsoft's effort to catch up with the web giant Google, replaces MSN Search in 2006. Despite the company's efforts, Live Search acquired only 11 percent of the search market, far behind its main competitor, Google.
Source: Xinhua/Agencies
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