It remains to be seen whether rechristening Live Search will deliver a positive impact in terms of gathering and keeping fresh eyeballs, if it will just be a strategy with little repercussions in terms of market share, or if it will have just the opposite effect, and drive users away from Microsoft's search engine. However, the fact of the matter is that the software giant is indeed cooking a Live Search rebranding, with Kumo (Kumo.com) as one of the candidate brands.

The fact that Microsoft was considering a brand evolution for Live Search was initially reported by Mary Jo Foley. In this regard, LiveSide has indicated that Kumo is now under Microsoft's control, but accessible only to employees.

Meaning both “cloud” and “spider” in Japanese, Kumo is, without a doubt, intimately connected with Live Search, considering the domain servers the company is using, namely NS.USWEST.SEARCH.LIVE.COM; NS.USEAST.SEARCH.LIVE.COM and NS.ANYCAST.SEARCH.LIVE.COM. However, until this point in time, Microsoft has steered right clear of confirming any future plans related to a Live Search rebranding. As far as Kumo is concerned, mum's the word from Microsoft.

Still, one thing is clear, the Redmond company has nothing short of big plans for Kumo.com. The domain has been registered for no less than 10 years, and is scheduled for expiration on July 19, 2018. The registration of Live.com, the home of Live Search, is set to expire in 2017.

In the race with Google, Microsoft is not fighting just a search engine, but the technology behind it. Google is a brand that is now virtually synonymous with search, and the Redmond company has nothing to counter this aspect. Windows Live Search, Live Search, and Live.com simply do not have sufficient brand potential to go against Google, in the context in which users are no longer searching the web, they are googling it. The question is will anybody be kumoing it?