Microsoft’s New Mobile Search Brand: Sift?

While Microsoft has been turning heads with their two potential new brand names for standard-web search, Bing and Kumo, many have yet to notice their latest trademark name, Sift. According to PaidContent, the trademark for Sift reads, “operating system software for mobile phones; computer search engine software; computer programs for searching email, text messages, address and contact information.” Microsoft spokespeople would not comment on what this means, but from the looks of it, one can assume that Microsoft plans on attacking mobile search with Sift. Considering Microsoft controls the decks of 12.4% of smartphones, a re-branded default search app could be a great move for the company which has been struggling to find the right ingredients to control a large portion of any search market. Will Microsoft ever be a threat in search or did they miss their chance completely?