Microsoft “Sift”: Microsoft’s New Mobile Search Brand?

paidContent reports Microsoft has registered a new trademark for the term, “Sift.” The trademark filing describes the name as:

Operating system software for mobile phones; computer search engine software; computer programs for searching email, text messages, address and contact information

It was filed on January 9th and can possibly be used as the mobile search brand when Microsoft releases Windows Mobile 7. When paidContent asked Microsoft about the name, Microsoft said they are “always looking at new offerings for its customers.”

Microsoft has been searching for a brand for a while now, in fact, they will be spending $100 million to fix the brand problem. I guess we can add Sift to the ever growing brands behind Microsoft’s search initiative.