Vertical Search:  Risks and Opportunities Dave Kellogg Chief Executive Officer Mark Logic Corporation May, 2008
Let’s Start with Nick Way
Oh, It’s Nick Wey “ Universal” search
Google Custom Search Engine Build your own vertical search engine, for free, in about 15 minutes Append “motocross” to eve...
Crawl / Slice Value:  My Motocross Search Engine Risk:  not adding value beyond this Where and how else can you add value?
Media Type Value <ul><li>Blogs:  Technorati </li></ul><ul><ul><li>Understands structure (posts vs. pages), emphasis on rec...
Navigational Value:  Trulia Navigation / refinement Map mash-up
Informational Value:  Trulia Statistics  -- for a high involvement purchase
Next-Step Value:  Kayak Navigation / refinement Matrix navigation = awesome! Farecast-like fare and timing info Next step:...
Community Value:  AdultFriendFinder Emergent strategy (born FriendFinder), 100% UGC Sold for $500M in 12/07
Application Value:  Oxford Islamic Studies Crawl / slice / content, informational, navigational, and next-step value
Application Value:  ImagingCONSULT Crawl / slice / content, informational, navigational, and next-step value
The Essence of “Vertical Search” <ul><li>What are you searching for? </li></ul><ul><li>Motocross information </li></ul><ul...
The “Vertical Search” Opportunity <ul><li>Crawl / slice / content value </li></ul><ul><li>Media type value </li></ul><ul><...
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E Pub Uk Vertical Search, Dk, R1.1

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Slides from the presentation I gave at EPublishing Innovations in London.

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E Pub Uk Vertical Search, Dk, R1.1

  1. 1. Vertical Search: Risks and Opportunities Dave Kellogg Chief Executive Officer Mark Logic Corporation May, 2008
  2. 2. Let’s Start with Nick Way
  3. 3. Oh, It’s Nick Wey “ Universal” search
  4. 4. Google Custom Search Engine Build your own vertical search engine, for free, in about 15 minutes Append “motocross” to every query Domain-specific crawl
  5. 5. Crawl / Slice Value: My Motocross Search Engine Risk: not adding value beyond this Where and how else can you add value?
  6. 6. Media Type Value <ul><li>Blogs: Technorati </li></ul><ul><ul><li>Understands structure (posts vs. pages), emphasis on recency </li></ul></ul><ul><li>Pictures: Flickr </li></ul><ul><ul><li>Upload, share, tag </li></ul></ul><ul><ul><li>Importance of UGC and meta-data  had nothing else to index </li></ul></ul><ul><li>Videos: YouTube, MetaCafe </li></ul><ul><ul><li>Upload, share, convert , tag </li></ul></ul><ul><li>Presentations: SlideShare.net </li></ul><ul><ul><li>Upload, share, convert, tag, social graph </li></ul></ul><ul><li>Documents: Scribd </li></ul><ul><ul><li>Upload, share, convert, tag, social graph </li></ul></ul>
  7. 7. Navigational Value: Trulia Navigation / refinement Map mash-up
  8. 8. Informational Value: Trulia Statistics -- for a high involvement purchase
  9. 9. Next-Step Value: Kayak Navigation / refinement Matrix navigation = awesome! Farecast-like fare and timing info Next step: buy the ticket
  10. 10. Community Value: AdultFriendFinder Emergent strategy (born FriendFinder), 100% UGC Sold for $500M in 12/07
  11. 11. Application Value: Oxford Islamic Studies Crawl / slice / content, informational, navigational, and next-step value
  12. 12. Application Value: ImagingCONSULT Crawl / slice / content, informational, navigational, and next-step value
  13. 13. The Essence of “Vertical Search” <ul><li>What are you searching for? </li></ul><ul><li>Motocross information </li></ul><ul><li>A blog post </li></ul><ul><li>A house </li></ul><ul><li>An airplane ticket </li></ul><ul><li>A business contact </li></ul><ul><li>A friend with benefits </li></ul><ul><li>A comedy video </li></ul><ul><li>A radiology image </li></ul><ul><li>What do you want to do next? </li></ul><ul><li>Read it </li></ul><ul><li>Read it, blog about it </li></ul><ul><li>Figure out if you want to buy it </li></ul><ul><li>Buy it, and perhaps a hotel room </li></ul><ul><li>Get an introduction </li></ul><ul><li>Setup a date </li></ul><ul><li>Watch it; watch similar ones </li></ul><ul><li>Make a diagnosis </li></ul>Gaining competitive advantage over generic solutions by knowing (1) who is looking, (2) for what, and (3) what are they likely to do next Carving up the long tail
  14. 14. The “Vertical Search” Opportunity <ul><li>Crawl / slice / content value </li></ul><ul><li>Media type value </li></ul><ul><li>Navigational value </li></ul><ul><li>Informational value </li></ul><ul><li>Next-steps value </li></ul><ul><li>Community value </li></ul><ul><ul><li>User-generated content </li></ul></ul><ul><ul><li>The social graph </li></ul></ul>Combining these various sources of value to create applications to help users accomplish a task or goal Don’t think “vertical search” Think “content application”

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