Microsoft (NSDQ: MSFT) has grabbed headlines for trademarking two possible new names for Live Search — Bing and Kumo. But paidContent found that the company has quietly applied to trademark a third search brand name too — Sift.
The name appears to be intended for use with mobile phones, judging by the trademark description. It reads, “operating system software for mobile phones; computer search engine software; computer programs for searching email, text messages, address and contact information.”
Asked about its intentions for Sift, which Microsoft trademarked in January, a spokeswoman would not comment, only saying that the company “is always looking at new offerings for its customers.”
However, the company is expected to unveil new online services by the time it launches Windows Mobile 7 next year, and Sift could be one of them. Microsoft applied to trademark another brand, Swivel, in March, which it said in the application it wants to use for “operating system software for mobile phones (cell phones).”
The company already has moved away from “Windows Mobile” to describe phones running the Windows Mobile operating system, using “Windows phones” instead. A switch to Swivel or something like it would be a big shift.