Microsoft's rising search engine Bing, which launched in the Summer, introduces a UK Bing version.

Bing, which has been a massive success in the US by increasing its market share, is set to become a big contender of leading search engine Google in the UK.

Besides the US and the UK, the only other country where a tailored made Bing site is available is in Canada.

British shoppers are seen as more enthusiastic online than those in the US which is great for Microsoft's ambition to excel in e-commerce in the UK, as explained by Ashley Highfield, Microsoft's Managing Director of Consumer and Online Products.

“We wanted to make sure [Bing] could help you find a TV or camera in time for Christmas.”

In order to enhance their search results, Microsoft has teamed up with web knowledge tool Wolfram Alpha, according to reports.

Once known as a rival of Google, Wolfram Alpha is known to offer up-to-date, unbiased, original and direct information as opposed to providing a list of links like a search engine, and hence making the partnership “distinctly different from what has traditionally been found through web search.”

SOURCE: IAB, BBC