Microsoft wants to take on Google with Emporia

BERLIN, GERMANY: US software giant Microsoft Corporation is testing a new personalised search engine, Microsoft Emphoria, in a move to end the domination of its rival Google in the search engine market. The new intelligent search engine is expected to be launched soon, say media reports.

A five-member team of Microsoft scientists has been working in Cambridge on developing the Emporia search engine, reports said.

The new search engine is able to learn and provide search results based on individual needs, and it also analyses data from posts on social networking sites like Twitter and Facebook.

While searching for any particular topic, Emporia analyses news streams, key categories and filters the interesting stories. Users can further refine an initial list of hits by following certain people or websites.

A first prototype Project Emporia is currently available in Microsoft Marketplace for smartphones running on Windows Phone 7 operating system.

According to a Qualitytoyschina.com reports Microsoft hopes its new personalized search engine Emporia will allow people to visit a large number of rapidly increased online information.

Microsoft manager Ralf Herbrich demonstrated the prototype of this search engine recently at the Next11 meeting held in Berlin.