Opinion: The Marketing Society Forum - Is Microsoft's Bing search engine a credible challenger to Google?(Viewpoint essay)

The internet search market has shown few signs of movement in recent years, with the number-one player attracting a huge proportion of the available business. Could this all be about to change?

YES - JOHN BERNARD, MARKETING DIRECTOR, AVG

Bing is looking to take search to the next level and could achieve the ultimate goal for online marketing - monetising a service.

We have too many services that claim to increase bottom line or reduce customer churn without achieving anything, but Bing's proposition could do both and get consumers spending rather than just 'Windows shopping'.

One difficulty is pulling fiercely loyal consumers away from Google or Yahoo!, especially when they may be …