What’s in a name?

Well, a lot, actually, and BoomTown supposes it would be just like those Pacific Northwest types at Microsoft to name the new version of its search service “Bing,” presumably after the cherry that is a big product in the company’s home state.

That moniker is one of many being bandied about in a group the software giant could be considering for the big relaunch of its search service, which the company has been prepping.

Microsoft’s search service is currently called–zzzzz–Live Search.

“All About Microsoft” crack blogger Mary-Jo Foley of ZDNet recently wrote about the Bing name, which is registered to the company, as well as “Hook” and the one that Microsoft is using now as its test name, Kumo.

Kumo means “cloud” and “spider” in Japanese, which seems a wee bit esoteric.

Today, paidContent.org dropped “Sift” into the mix, although it seems to be related to mobile phones, along with “Swivel.”

I, for one, am feeling both like flour and getting dizzy at the thought of those names.

Foley at ZDnet feels the same, noting today in a post:

“(Would Microsoft be crazy enough to trademark its general Web search engine and its search engine for mobile with two different names, say Bing and Sift? As Windows Live has shown, truth can be stranger than fiction….)”

Microsoft (MSFT), of course, is keeping the name for its search service under tight wraps, but it is obviously going to be spending a shipload of money on its branding in another attempt to catch market leaders Google (GOOG) and Yahoo (YHOO).

Microsoft has been recently talking to Yahoo about a search partnership deal, although they are likely both to keep their brands and search products in any event.

Nonetheless, execs and minions in the know laugh at me loudly when I ask them to leak it to me.

(Note to anyone at Microsoft: Pretty please, someone leak it to me, even if it’s in the form of a memo from the leaky cauldron that is Yahoo.)

I doubt someone will, though. “It’s like Fort Knox secret,” said one Softie source, referring to the Kentucky fortress where the largest amount of the United States gold reserves are stored.

Hey, if Auric Goldfinger, OddJob and Pussy Galore could get into Fort Knox in that most excellent James Bond film, I can certainly find out the name of Microsoft’s search service!

Personally, I like Bing, and cherries from Washington state are indeed tasty (and coming soon too!)

According to the Heart of Washington Web site, its state’s cherries rate. Some fun factoids:

- Washington State produces more than 50 percent of all the sweet cherries in the United States.
- The Rainier cherry, which is yellow with a red blush, was made from a cross between two dark red cherries, the Van and Bing.
- Americans eat approximately 2.6 pounds of cherries per year.
- There are approximately 53 pitted cherries in one pound of cherries.
- The Bing cherry, which all cherries are measured against, was first developed in 1874 in Milwaukie, Ore.
- The Bing cherry was named after one of Seth Lewelling’s workers. The Bing cherry was developed by Seth Lewelling.
- Washington cherries are shipped around the world; the top three foreign markets are Canada, Taiwan and Japan.
- In 2001, there were 29,000 acres of sweet cherries in the state.
- The Washington cherry season begins in late May with some product seen at farmer’s markets. Commercial shipping begins around June 5, and will continue until mid-August. The peak of the season runs from June 20 to Aug. 1.

Plus, if Microsoft uses Bing, they could also rebrand their MSN online service, “Bada” and their email product, “Boom.”

Then, they can get Tony Soprano as their spokesman with the motto: “Bada Bing, Bada Boom, Notta Bada Algorithm!”

Or better still: “If you use Google, we’ll whack you!”

Now, that’s more like it.

Here below are three screenshots of Microsoft’s internal test of a new search product called Kumo.

The long expected upgrade to the Live Search product from Microsoft (MSFT) is being tested for a public rollout later this year.

The blogosphere was a-twitter, literally, after a Twitter post by Powerset co-founder Barney Pell this past weekend, about a rebranding and updating of the search offering. (Microsoft acquired Powerset last year and Pell works on search strategy.)

Sources at Microsoft said the company has not yet decided whether it will keep the Kumo name, which sounds a little too much like that crazy dog from the Stephen King novel.

Maybe that’s the point, at least related to Google. (Chomp!)

In Japanese, actually, Kumo has two definitions–cloud and spider.

Microsoft has been trying to catch up in the search game by spending big-time after it failed to acquire Yahoo (YHOO) last year.

And it still wants to do a search deal with Yahoo, in order to make a dent in the market dominance of Google (GOOG).

Until then, of course, Microsoft must innovate. And, so far, Kumo seems to be an interesting effort with a clean and spare look.

But what do you think? Let me know in the comments.

Also, here is the memo from Microsoft search head Satya Nadella about it, urging all company employees to try it out and send feedback:

From: Satya Nadella
Sent: Monday, March 02, 2009 4:18 PM
To: Microsoft–All Employees (QBDG)
Subject: Announcement: Internal Search Test Experience

The Search team needs you. We’ve been working hard to improve our search service and want to share the progress we are making with you. We are launching a new test program called kumo.com for employees to try and provide feedback. Kumo.com exists only inside the corporate network, and in order to get enough feedback we will be redirecting internal live.com traffic over to the test site in the coming days. Kumo is the codename we have chosen for the internal test.

In spite of the progress made by search engines, 40% of queries go unanswered; half of queries are about searchers returning to previous tasks; and 46% of search sessions are longer than 20 minutes. These and many other learnings suggest that customers often don’t find what they need from search today.

We believe we can provide a better and more useful search experience that helps you not just search but accomplish tasks. During the test, features will vary by country, but you’ll see results organized in a way that saves you more time. An explorer pane on the left side of results pages will give you access to tools that help you with your tasks. Other features like single session history and hover preview help accomplish more in search sessions.

Your Next Search…

To get started, visit kumo.com or click one of the samples below to see how it’s possible to find the right results more easily:

· Audi S8
· Taylor Swift
. Bose Lifestyle 48

You can also set your search defaults to test site using the instructions here.

Your Feedback is Critical

As employees, you are some of our most informed users and our toughest critics, and we highly value your input and feedback to help us build a better service. You have been an important voice in our efforts, and the feedback you’ve sent us since the company meeting has been amazing.

When you visit kumo.com, at the bottom right corner of the each page you’ll see a feedback badge. We ask that each time you use the test site, click the feedback badge and take a moment to answer four quick and simple questions. Feel free to reach out to give us extra feedback directly on our blog and by mailing sfeed. For answers to common questions make sure to see our FAQ.

We are committed to rapid innovation and improvement. Please give the test site a try, rate the results and let us know what you think.

Satya

Here are the three screenshots too (click on the images twice to make them larger):

Taylor Swift

Audi S8

Bose Lifestyle 48

This morning, FriendFeed, which is a kind of content delivery version of Twitter, went international, launching in six new languages–German, French, Spanish, Japanese, Russian and simplified Chinese.

Now live, the move is a natural extension for the Mountain View, Calif.-based start-up–which was founded earlier this year by a small gang of ex-Googlers: Bret Taylor, Paul Buchheit, Jim Norris and Sanjeev Singh. The company says that one-third of users already use FriendFeed in languages other than English.

More languages are planned, said the company, which specializes in super-aggregating updates of all kinds for social-networking and news items in an ongoing feed from places like Facebook, YouTube, Digg, Twitter and Flickr.

Given all the dissipated ways people communicate on the Web, FriendFeed lets users collect all these links, some of them in rich media and some just text messages, to share publicly or privately.

I find the service very useful and compelling, so I paid a visit to its HQ last week to chat up Taylor and Buchheit.

We talked about a range of topics, including–my favorite–monetization, or lack thereof, of a lot of terrific Web 2.0 services like FriendFeed and Twitter.

The pair, in a less overt manner than Twitter’s CEO Evan Williams, did acknowledge the focus on growth over revenue, although they did seem intent on figuring out a true business plan sooner than later.

FriendFeed certainly has time to do so–it is a small and inexpensive start-up with a dozen employees, funded with only $4 million from Buchheit and Singh and $1 million from Benchmark Capital.

Here’s the video (excuse my gruff-cold-and-cough voice):

Buried deep in a recent New York Times profile of Yahoo Co-Founder and CEO Jerry Yang were largely unexplained references to the names of two new initiatives now taking place within the ranks of Yahoo management.

Curiously called Aikido and Judo, after the two best-known forms of Japanese martial arts, they are, in fact, yet another round of navel-gazing strategy overview efforts, aimed at assessing how Yahoo operates its consumer and advertising businesses.

Aikido focuses on Yahoo’s consumer products, while Judo relates to how Yahoo interacts with advertising clients.

And, according to several sources within the company, besides more efforts to streamline Yahoo (YHOO) in both arenas, Aikido and Judo are more specifically looking at what cuts the company can make to meet aggressive financial goals it promised when trying to rebuff a now-defunct takeover bid by Microsoft (MSFT).

Of course, this does bring into question what happened to that last top-to-bottom assessment of Yahoo’s business, which was used to show investors why it was worth so much more than Microsoft had offered.

In its presentation (see one slide from it below; click on it to make it larger), which was made public in March, Yahoo said it aimed to aggressively grow its operating cash flow from $1.9 billion to $3.7 billion in the next three years and grow its revenue to $8.8 billion by 2010.

Both were substantially higher than Wall Street estimates.

Nonetheless, stressing its much-touted “starting point” and “must buy” strategies, Yahoo said in its presentation: “We believe our growth and profitability prospects are not fully appreciated by the public market.”

That still has not happened, as Yahoo shares have stubbornly stayed at about $20 a share for a while now, with no Microsoft offer on the landscape and ongoing worries about Yahoo’s ability to execute on these lofty financial goals.

Now, after the annual meeting is over and its management entrenched, despite continued shareholder ire, Yahoo’s Yang and President Sue Decker have almost no room for error.

Thus, as Yahoo faces economic headwinds, sources within the company said that cost cuts in a range of arenas across the board–such as in its media and mobile properties–are being considered to make the numbers promised.

“Yahoo barely made its second-quarter numbers and there is a definite ad recession now,” said one source. “So now we have to once again rethink everything to deliver what we said we would, and the only way to do that is through cost cuts.”

That’s a fair assessment of what probably has to happen, presumably via Aikido and Judo.

Interestingly, Aikido roughly translates to the “way of harmonious spirit” and focuses on a person defending against, while also trying to protect, the attacker by redirecting the energy of the attack itself.

And Judo, often called the “gentle way,” is more competitive, aimed at immobilizing opponents by throwing them to the ground via a variety of moves and then holding them there.

It would be nice of Yahoo’s business prospects were as easy as all that.