Inside Internet Search Engines: Business

1
Inside Internet Search EnginesBusiness

• William Chang
• and
• Jan Pedersen

2
Outline

• Business Evolution
• From Search Engine to
• New Media Network
• Trends
• Differentiation
• Localization and Verticals
• The New Networks
• Broadband

3
Search Engine Evolution

• Cataloguing the web
• Inclusion of verticals
• Acquisition of communities
• Commercialization localization
• The new networks
• Keiretsu linked by mutual obligation
• Access

4
Cataloguing the web human or spider?

• YAHOO! directory
• Infoseek Professional
• quality content, .10/query 20,000 users
• Web Search Engines
• ....content, FREE 50,000,000 users
• Sex and progress
• Community directory, community search

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Inclusion of Verticals

• Content is king?
• Content or advertising?
• When you want content, they pay when you need
  content, you pay
• Channels pulling users to destinations through
  search

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Acquisition of Communities

• Email, killer app of the internet
• Mailing lists
• Usenet Newsgroups
• Bulletin boards
• Chat rooms
• Instant messaging
• buddy lists, ICQ (I Seek You)

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Acquisition of Communities

• AOL, AOL, AOL
• YAHOO! Clubs
• Trading communities before the web
• LEGO AucZILLA

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Community Commercialization

• Amazon
• trusted communities to help people shop
• Ebay
• collectors are early adopters (rec.collecting.)
• B2B or C2C or B2C or C2B, who cares?
• ConsumerReview
• SiliconInvestor and YAHOO! Finance
• Community and commerce are two sides of the same
  utility coin

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Localization of Verticals

• Real-world portals
• newspapers
• CitySearch, Zip2, Sidewalk, Digital Cities
• whither local portals?
• Local queries
• Vertical comes first
• Our social fabric is interwoven from local and
  vertical interests

10
Differentiation?

• ABC, NBC, CBS whats the difference?
• Amusement park YAHOO!
• TV Excite
• Community center Lycos
• Transportation Infoseek
• Bus stops becoming bus terminal Netscape

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The New Networks

• A consumer revolution
• The community makes the brand
• Winning brands empower consumers, embrace the
  internets viral efficiency
• Media is at the core of brand marketing
• From portals to networks
• navigation, advertising, commerce

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The New Network

• Ingredients
• Search engine audience
• Ad agency
• Old media
• Verticals
• Bank
• Venture capital
• Access, technology, and services providers

13
Keiretsu

• SoftBank
• YAHOO!, Ziff-Davis, NASDAQ?
• Kleiner Perkins
• AOL, Concentric, Sun, Netscape, Intuit, Excite
• Microsoft
• MSN, MSNBC, NBC, CNET, Snap, Xoom, GE
• ATT
• TCI, AtHome, Excite

14
Keiretsu

• CMGI
• AltaVista, Compaq/DEC, Engage
• Lycos
• WhoWhere, Tripod
• Disney
• (ABC, ESPN), Infoseek (GO Network)

15
Access

• Broadband market
• Ubiquitous access or convergence of internet
  and telephony
• The other universal resources locator the
  telephone number
• Wireless, wireless, wireless