In a new blog post, Microsoft explains how Bing is developing into much more than a simple search engine. On both Windows 8.1 and Windows Phone devices, Bing is about much more than finding what you’re looking for online -- a great deal has been done to integrate the search tool with apps.
What does this mean? Well, essentially it is about Bing becoming more "intelligent" and understanding the context of searches that are performed. If you search for the name of a shop on your phone, Bing is able to realize that there's a high chance that you want to work out how to get that. As such, it will display a list of transport and travel related apps for you to choose from.