"Ultimately, Microsoft believes its technical secret sauce will let Bing both expand what is 'searchable' and deliver more robust search results than any of its competitors." Lu knows that Microsoft can't "out-Google" Google. Instead, it must "change the game fundamentally." Time, however, appears to be running out on Microsoft's grant search experiment.
Two-year-old Bing is losing nearly a $1 billion a quarter, "with no sign of letting up," according to CNN Money. Worse yet, Microsoft has lost $5.5 billion on Bing since the search service launched in June 2009, while the software giant has never made money in its online services division. Since Microsoft began breaking out that unit's finances in 2007, the company has lost a total of $9 billion.