24th November 2008 4:21 pm

Rumours abound that Microsoft is to rebrand it’s online search engine in the near future.

Reports over at Search Engine Land highlight a new Microsoft registered website, www.kumo.com, that is reportedly under the same name servers as SEARCH.LIVE.COM.

A rebrand would not be surprising as the turmoil over at Yahoo coupled with their launching of Yahoo Glue would make this a perfect time for a relaunch.

Kumo is the Japanese for both ‘cloud’ & ’spider’ so you can see the theme emerging however analysts are eager to point out that Microsoft’s third position in the search market is unlikely to be improved by just rebranding. As the launch of CUIL proved earlier in the year no amount of hype can take the user’s focus away from the core product for very long.

These latest reports follow on from the new message coming from Microsoft, it seems they corporation is focusing inwards and improving it’s own search offering rather than going out to acquire Yahoo.

Last Friday Microsoft announced the arrival of former Yahoo Search executive Sean Suchter and it’s thought that Mr Suchter will be focusing on Live Search at  the Microsoft Search Technology Center.

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