"Bing" Brand Translation

On June 8, 2009, Yusuf Mehdi, Senior Vice President of Microsoft announced 必应 (Biying) as Chinese brand name for their search engine Bing. The following quotes are from his letter to New York Times editors.

This is why: "...Bing, suggests a negative connotation with the Bing brand in China. ... we were aware of this one possible interpretation that we chose to select a Chinese character to pair up with Bing to form the brand. This approach enables us to ensure appropriate pronunciation for Bing in China."

This is how: "...We underwent a comprehensive process to arrive at a Chinese brand for Bing, including customer research and consultation with Chinese-language specialists. We think we arrived at a good result."

What's wrong: Biying sounds more like "contraception" than anything else, to people who live in the South of China.

The possible cause: They hired a group of language specialists but they unfortunately didn't include any people from the South of China.