Semantic Search 3.0<br />A Yarn about Twine<br />ISWC 2009  Keynote<br />Nova Spivack<br />Founder, CEO Twine.com<br />nov...
In 1998 my first Internet companyEarthWebMakers of Developer.com & Dice.comhad a ginormous IPO					w00t!!!<br />2<br />1.1...
At 29 years old,	I was set for life**On paper….<br />3<br />1.11.2008 | Product Positioning<br />
But instead of retiring		Youth and idealism 						won out<br />4<br />1.11.2008 | Product Positioning<br />
I wanted to build 	something REALLY big…A Web of knowledge<br />5<br />1.11.2008 | Product Positioning<br />
So I self-funded my own mini R&D lab, Lucid Ventures<br />6<br />1.11.2008 | Product Positioning<br />
	Kris Thorisson (PhD)		Jim Wissner (Java whiz)And a bunch of others…<br />7<br />1.11.2008 | Product Positioning<br />
Lucid grew to a few PhD’s		And a bunch of engineers		We did lots of exploring. In Java.<br />8<br />1.11.2008 | Product Po...
We eventually built Personal Radar<br />9<br />1.11.2008 | Product Positioning<br /><ul><li>P2P Semantic Desktop for knowl...
Cross-platform, Pure Java
Fully semantic, RDF and OWL based
Homegrown ultra-fast triplestore</li></li></ul><li>We eventually spun the project out as its own company,Radar Networks<br...
11<br />1.11.2008 | Product Positioning<br />
12<br />1.11.2008 | Product Positioning<br />
13<br />1.11.2008 | Product Positioning<br />
14<br />1.11.2008 | Product Positioning<br />
15<br />1.11.2008 | Product Positioning<br />
Screenshots<br />16<br />1.11.2008 | Product Positioning<br />
17<br />1.11.2008 | Product Positioning<br />
18<br />1.11.2008 | Product Positioning<br />
19<br />1.11.2008 | Product Positioning<br />
20<br />1.11.2008 | Product Positioning<br />
21<br />1.11.2008 | Product Positioning<br />
Oh yeah,And I also angel invested	in a bunch of startupsAnd bought up more EarthWeb stock.  w00t!<br />22<br />1.11.2008 |...
Then the Bubble burst…*			*WTF???<br />23<br />1.11.2008 | Product Positioning<br />
Nuclear winter for IT and Web venturesBegan…<br />24<br />1.11.2008 | Product Positioning<br />
DON’T TRY THIS AT HOME<br />25<br />1.11.2008 | Product Positioning<br />
Despite the Economy,	We Continued to Press ForwardWith our product plan<br />26<br />1.11.2008 | Product Positioning<br />
But there was no venture fundingAvailable anywhere**VC’s are scaredy cats<br />27<br />1.11.2008 | Product Positioning<br />
Luckily,a few days before 			we ran out of money…<br />28<br />1.11.2008 | Product Positioning<br />
SRI selected us to join the DARPA CALO project<br />29<br />1.11.2008 | Product Positioning<br />
Personal Radar became part of OpenIRIS* 		See: OpenIRIS.org				*Cool project<br />30<br />1.11.2008 | Product Positioning<...
2004 - 2005We worked on DARPA CALO & IRIS2006Series A venture roundFinished our work on CALO & IRISStarted to work on our ...
Our GoalWeb-Scale	Knowledge	Networking 	For Consumers<br />32<br />1.11.2008 | Product Positioning<br />
ObstacleThere was no platform that met our needs at the time. Not even our own.So from 2006 – 2007 we built one**Insane<br...
To accomplish this,using RDF and OWLOn a triplestorewe really had to push the envelope<br />34<br />1.11.2008 | Product Po...
We built a big federated tuplestoreSupport up to 100 billion tuples	Full ACL permissions on the data	Capable of serving mi...
In 2008 the platform was ready	We started building apps on it<br />36<br />1.11.2008 | Product Positioning<br />
October 2008 	Twine went Beta <br />37<br />1.11.2008 | Product Positioning<br />
A Slightly Ambitious Project*Semantic WebNatural language processingEntity detectionGraph theoryClusteringRecommendationsS...
March 2009 We raised a $14mm Series B round	A total of $24mm raised so far…**Ok, that’s what we were thinking…<br />39<br ...
Twine grew faster than expectedConsumers actually were using it**Hey, this #$%@ works<br />40<br />1.11.2008 | Product Pos...
Within 6 months of launch…Up to 2.2mm unique visitors monthly	4mm pieces of content added	25K interest groups	100’s of art...
But Twine was not finished		A lot more work was needed			And we were gearing up	Hiring, designing,			coding, spending…<br ...
We grew to over 30 people.Mostly engineers. 	But we really needed more like 70.<br />43<br />1.11.2008 | Product Positioni...
But we were optimistic and focused onDesigning the next version of Twine<br />44<br />1.11.2008 | Product Positioning<br />
Then the economy tankedAgain…..<br />45<br />1.11.2008 | Product Positioning<br />
Silicon Valley became a lot less happyAll venture funding dried up<br />46<br />1.11.2008 | Product Positioning<br />
So, like many other venturesWe had to cut back drasticallyon spending, hiring, and our product goals<br />47<br />1.11.200...
Lessons LearnedTwine 1.0 tried to solve too many problemsToo many featuresToo hard to figure outOur data revealed that Twi...
Lessons LearnedWe should not have relied on a tuplestore so centrally in the Twine 1.0 architectureWe haven’t yet seen a t...
The Web 2.0 party was over.Where to go from here?… A Radical Rethink<br />50<br />1.11.2008 | Product Positioning<br />
Continuing on the path we were onwould be too expensive to scaleMust change the architecture, or change the product,or bot...
The Future of Search<br />Confidential<br />
Where Search is Headed<br />Semantic<br />Personalized<br />Real-time<br />Social<br />Sharing<br />Tracking<br />KM<br />...
But the Semantic Web Hasn’tHappened Yet…<br />At least not for consumers<br />And most Web developers…<br />54<br />1.11.2...
Why hasn’t the Semantic Web taken off yet?<br />55<br />1.11.2008 | Product Positioning<br />
How can we demonstrate the value of the Semantic Web to consumers?And make it easily useful to Web developers?In the near-...
Let’s Get Real<br />Consumer are not going to add semantic metadata<br />Webmasters are too lazy, or don’t know how<br />H...
Index the Semantics of the Web<br />Create the Semantic Web <br />From the non-Semantic Web<br />Automatically<br />Provid...
Provide faceted semantic search and navigation against the indexAt Web-scale<br />59<br />1.11.2008 | Product Positioning<...
Kind of a Semantic Google<br />IBM.com<br />Web Site<br />Joe<br />Person<br />IBM<br />Company<br />Palo Alto<br />City<b...
But not on anything close to 						Google’s budget<br />61<br />1.11.2008 | Product Positioning<br />
What were we smoking?**We were not Freebasing<br />62<br />1.11.2008 | Product Positioning<br />
Well it turns out, it’s not impossible…<br />63<br />1.11.2008 | Product Positioning<br />
T2<br />64<br />1.11.2008 | Product Positioning<br />
The T2 Approach…<br />65<br />1.11.2008 | Product Positioning<br />Focus on search	Keep it simple		Broad appeal			Scale ch...
T2 ArchitectureHigh-performanceOpen-ended scalingMore semantic (RDF, OWL)Not built directly on a triplestoreNot built dire...
T2 Stack<br />67<br />1.11.2008 | Product Positioning<br />Twine Properties<br />Partners/3rd Parties<br />WebApp Framewor...
T1 Approach<br />Human<br />Tagging<br />AI<br />Semantic<br />Web<br />Make the Data Smarter<br />Machine<br />Tagging<br...
T2 Approach<br />Semantic<br />Web<br />Make the Data Smarter<br />Linguistics<br />Extraction<br />Statistics<br />Make t...
A Tactical Shift<br />Freebase<br />DBpedia<br />Make the Data Smarter<br />Twine <br />T1<br />EVRI<br />Wolfram <br />Al...
To a More Mainstream App<br />Freebase<br />Twine <br />T2<br />DBpedia<br />Make the Data Smarter<br />Twine <br />T1<br ...
Web-Scale Semantic ExtractionAnd search<br />72<br />1.11.2008 | Product Positioning<br />
T2 Semantic Index<br />Videos<br />Music<br />People<br />Reviews<br />Games<br />News<br />Products<br />Recipes<br />Ser...
Many Uses for this Index<br />Search<br />Interest tracking<br />Recommendations<br />Web application development<br />74<...
1. Do a Keyword Search<br />2. Filter by Type<br />3. Filter by <br />    Attribute<br />Recipe<br />Cuisine<br />Web<br /...
Use Case: Cooking<br />76<br />
Scenario: Family Dinner<br />Deciding what to cook…<br />
Scenario: Family Dinner<br />
Scenario: Family Dinner<br />
Current Scenario: Family Dinner<br />[INSERT BING RESULTS + EXTERNAL LOGOS]<br />
Current Scenario: Family Dinner<br />[INSERT BING RESULTS + EXTERNAL LOGOS]<br />
Current Scenario: Family Dinner<br />
Current Scenario: Family Dinner<br />
T2 – Tools for Developers<br />API to T2 Index and services<br />Widgets and components for 3rd party sites<br />Web-based...
T2 Ontology Site <br />Demo<br />86<br />
T2 Site Mapping Tool<br />Confidential<br />
T2 Site Mapping Tool<br />Confidential<br />
T2 Site Mapping Tool<br />Confidential<br />
T2 Business Model<br />T2 destination<br />Advertising on the site<br />T2 site search & ad network<br />Provide sites wit...
T2 Near-Term Vertical Focus Areas<br />Lifestyle<br />Entertainment<br />Shopping<br />Food (Complete)<br />Health<br />Tr...
T2 Long-Term Goals<br />Index the structured data on the Web<br />Across all major vertical domains<br />With help from an...
Timeline	T1 is in Maintenance Mode	T2 is in Alpha	T2 Goes Beta by Q1<br />99<br />1.11.2008 | Product Positioning<br />
What Next?Find  				Follow		Share<br />100<br />1.11.2008 | Product Positioning<br />
For all types of content	Web pages			Data records				Real-time content<br />101<br />1.11.2008 | Product Positioning<br />
Find stuff (semantic search)Then follow it (interest tracking)		Then share it (socialization)<br />102<br />1.11.2008 | Pr...
But this time…<br />103<br />1.11.2008 | Product Positioning<br />
We’re starting with just “Find”<br />104<br />1.11.2008 | Product Positioning<br />
Conclusions	Web-Scale Semantic Search	is the Next-Step 	for Search and for Twine	But after 9 years of this, it’s clear	It ...
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A Yarn About Twine -- ISWC 2009 Keynote -- Nova Spivack

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The story of how Twine.com came to be, and where it's going. A candid look behind the scenes.

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A Yarn About Twine -- ISWC 2009 Keynote -- Nova Spivack

  1. 1. Semantic Search 3.0<br />A Yarn about Twine<br />ISWC 2009 Keynote<br />Nova Spivack<br />Founder, CEO Twine.com<br />nova@twine.com<br />
  2. 2. In 1998 my first Internet companyEarthWebMakers of Developer.com & Dice.comhad a ginormous IPO w00t!!!<br />2<br />1.11.2008 | Product Positioning<br />
  3. 3. At 29 years old, I was set for life**On paper….<br />3<br />1.11.2008 | Product Positioning<br />
  4. 4. But instead of retiring Youth and idealism won out<br />4<br />1.11.2008 | Product Positioning<br />
  5. 5. I wanted to build something REALLY big…A Web of knowledge<br />5<br />1.11.2008 | Product Positioning<br />
  6. 6. So I self-funded my own mini R&D lab, Lucid Ventures<br />6<br />1.11.2008 | Product Positioning<br />
  7. 7. Kris Thorisson (PhD) Jim Wissner (Java whiz)And a bunch of others…<br />7<br />1.11.2008 | Product Positioning<br />
  8. 8. Lucid grew to a few PhD’s And a bunch of engineers We did lots of exploring. In Java.<br />8<br />1.11.2008 | Product Positioning<br />
  9. 9. We eventually built Personal Radar<br />9<br />1.11.2008 | Product Positioning<br /><ul><li>P2P Semantic Desktop for knowledge sharing
  10. 10. Cross-platform, Pure Java
  11. 11. Fully semantic, RDF and OWL based
  12. 12. Homegrown ultra-fast triplestore</li></li></ul><li>We eventually spun the project out as its own company,Radar Networks<br />10<br />1.11.2008 | Product Positioning<br />
  13. 13. 11<br />1.11.2008 | Product Positioning<br />
  14. 14. 12<br />1.11.2008 | Product Positioning<br />
  15. 15. 13<br />1.11.2008 | Product Positioning<br />
  16. 16. 14<br />1.11.2008 | Product Positioning<br />
  17. 17. 15<br />1.11.2008 | Product Positioning<br />
  18. 18. Screenshots<br />16<br />1.11.2008 | Product Positioning<br />
  19. 19. 17<br />1.11.2008 | Product Positioning<br />
  20. 20. 18<br />1.11.2008 | Product Positioning<br />
  21. 21. 19<br />1.11.2008 | Product Positioning<br />
  22. 22. 20<br />1.11.2008 | Product Positioning<br />
  23. 23. 21<br />1.11.2008 | Product Positioning<br />
  24. 24. Oh yeah,And I also angel invested in a bunch of startupsAnd bought up more EarthWeb stock. w00t!<br />22<br />1.11.2008 | Product Positioning<br />
  25. 25. Then the Bubble burst…* *WTF???<br />23<br />1.11.2008 | Product Positioning<br />
  26. 26. Nuclear winter for IT and Web venturesBegan…<br />24<br />1.11.2008 | Product Positioning<br />
  27. 27. DON’T TRY THIS AT HOME<br />25<br />1.11.2008 | Product Positioning<br />
  28. 28. Despite the Economy, We Continued to Press ForwardWith our product plan<br />26<br />1.11.2008 | Product Positioning<br />
  29. 29. But there was no venture fundingAvailable anywhere**VC’s are scaredy cats<br />27<br />1.11.2008 | Product Positioning<br />
  30. 30. Luckily,a few days before we ran out of money…<br />28<br />1.11.2008 | Product Positioning<br />
  31. 31. SRI selected us to join the DARPA CALO project<br />29<br />1.11.2008 | Product Positioning<br />
  32. 32. Personal Radar became part of OpenIRIS* See: OpenIRIS.org *Cool project<br />30<br />1.11.2008 | Product Positioning<br />
  33. 33. 2004 - 2005We worked on DARPA CALO & IRIS2006Series A venture roundFinished our work on CALO & IRISStarted to work on our own products<br />31<br />1.11.2008 | Product Positioning<br />
  34. 34. Our GoalWeb-Scale Knowledge Networking For Consumers<br />32<br />1.11.2008 | Product Positioning<br />
  35. 35. ObstacleThere was no platform that met our needs at the time. Not even our own.So from 2006 – 2007 we built one**Insane<br />33<br />1.11.2008 | Product Positioning<br />
  36. 36. To accomplish this,using RDF and OWLOn a triplestorewe really had to push the envelope<br />34<br />1.11.2008 | Product Positioning<br />
  37. 37. We built a big federated tuplestoreSupport up to 100 billion tuples Full ACL permissions on the data Capable of serving millions of consumers<br />35<br />1.11.2008 | Product Positioning<br />
  38. 38. In 2008 the platform was ready We started building apps on it<br />36<br />1.11.2008 | Product Positioning<br />
  39. 39. October 2008 Twine went Beta <br />37<br />1.11.2008 | Product Positioning<br />
  40. 40. A Slightly Ambitious Project*Semantic WebNatural language processingEntity detectionGraph theoryClusteringRecommendationsSemantic filteringCollaborative authoringAuto-taggingSummarizationVisualizationPersonalization*What the (bleep) were we thinking?<br />38<br />1.11.2008 | Product Positioning<br />
  41. 41. March 2009 We raised a $14mm Series B round A total of $24mm raised so far…**Ok, that’s what we were thinking…<br />39<br />1.11.2008 | Product Positioning<br />
  42. 42. Twine grew faster than expectedConsumers actually were using it**Hey, this #$%@ works<br />40<br />1.11.2008 | Product Positioning<br />
  43. 43. Within 6 months of launch…Up to 2.2mm unique visitors monthly 4mm pieces of content added 25K interest groups 100’s of articles about it Twine grew faster than Twitter**Our VCs were happy <br />41<br />1.11.2008 | Product Positioning<br />
  44. 44. But Twine was not finished A lot more work was needed And we were gearing up Hiring, designing, coding, spending…<br />42<br />1.11.2008 | Product Positioning<br />
  45. 45. We grew to over 30 people.Mostly engineers. But we really needed more like 70.<br />43<br />1.11.2008 | Product Positioning<br />
  46. 46. But we were optimistic and focused onDesigning the next version of Twine<br />44<br />1.11.2008 | Product Positioning<br />
  47. 47. Then the economy tankedAgain…..<br />45<br />1.11.2008 | Product Positioning<br />
  48. 48. Silicon Valley became a lot less happyAll venture funding dried up<br />46<br />1.11.2008 | Product Positioning<br />
  49. 49. So, like many other venturesWe had to cut back drasticallyon spending, hiring, and our product goals<br />47<br />1.11.2008 | Product Positioning<br />
  50. 50. Lessons LearnedTwine 1.0 tried to solve too many problemsToo many featuresToo hard to figure outOur data revealed that Twine users mainly just want to search and track interests<br />48<br />1.11.2008 | Product Positioning<br />
  51. 51. Lessons LearnedWe should not have relied on a tuplestore so centrally in the Twine 1.0 architectureWe haven’t yet seen a tuplestore that fully meets the needs of a major consumer online web site like Twine<br />49<br />1.11.2008 | Product Positioning<br />
  52. 52. The Web 2.0 party was over.Where to go from here?… A Radical Rethink<br />50<br />1.11.2008 | Product Positioning<br />
  53. 53. Continuing on the path we were onwould be too expensive to scaleMust change the architecture, or change the product,or both**We chose “or both”<br />51<br />1.11.2008 | Product Positioning<br />
  54. 54. The Future of Search<br />Confidential<br />
  55. 55. Where Search is Headed<br />Semantic<br />Personalized<br />Real-time<br />Social<br />Sharing<br />Tracking<br />KM<br />Reasoning<br />53<br />1.11.2008 | Product Positioning<br />
  56. 56. But the Semantic Web Hasn’tHappened Yet…<br />At least not for consumers<br />And most Web developers…<br />54<br />1.11.2008 | Product Positioning<br />
  57. 57. Why hasn’t the Semantic Web taken off yet?<br />55<br />1.11.2008 | Product Positioning<br />
  58. 58. How can we demonstrate the value of the Semantic Web to consumers?And make it easily useful to Web developers?In the near-term?<br />56<br />1.11.2008 | Product Positioning<br />
  59. 59. Let’s Get Real<br />Consumer are not going to add semantic metadata<br />Webmasters are too lazy, or don’t know how<br />Humans are bad at generating good metadata anyway<br />Automated metadata generation is the only practical solution<br />57<br />1.11.2008 | Product Positioning<br />
  60. 60. Index the Semantics of the Web<br />Create the Semantic Web <br />From the non-Semantic Web<br />Automatically<br />Provide it back as a Web service<br />58<br />1.11.2008 | Product Positioning<br />
  61. 61. Provide faceted semantic search and navigation against the indexAt Web-scale<br />59<br />1.11.2008 | Product Positioning<br />
  62. 62. Kind of a Semantic Google<br />IBM.com<br />Web Site<br />Joe<br />Person<br />IBM<br />Company<br />Palo Alto<br />City<br />Lives in<br />Publisher of<br />Fan of<br />Lives in<br />Subscriber to<br />Employee of<br />Sue<br />Person<br />Jane<br />Person<br />Dave.com<br />RSS Feed<br />Coldplay<br />Band<br />Fan of<br />Friend of<br />Member of<br />Design<br />Team<br />Group<br />Depiction of<br />Married to<br />Source of<br />123.JPG<br />Photo<br />Member <br />of<br />Bob<br />Person<br />Dave.com<br />Weblog<br />Depiction of<br />Member of<br />Dave<br />Person<br />Stanford<br />Alumnae<br />Group<br />Member of<br />Author of<br />Member of<br />Person<br />Application<br />
  63. 63. But not on anything close to Google’s budget<br />61<br />1.11.2008 | Product Positioning<br />
  64. 64. What were we smoking?**We were not Freebasing<br />62<br />1.11.2008 | Product Positioning<br />
  65. 65. Well it turns out, it’s not impossible…<br />63<br />1.11.2008 | Product Positioning<br />
  66. 66. T2<br />64<br />1.11.2008 | Product Positioning<br />
  67. 67. The T2 Approach…<br />65<br />1.11.2008 | Product Positioning<br />Focus on search Keep it simple Broad appeal Scale cheaply<br /> Connect with ecosystem<br />
  68. 68. T2 ArchitectureHigh-performanceOpen-ended scalingMore semantic (RDF, OWL)Not built directly on a triplestoreNot built directly on a databaseHeavy use of SOLR (from Lucene)<br />66<br />1.11.2008 | Product Positioning<br />
  69. 69. T2 Stack<br />67<br />1.11.2008 | Product Positioning<br />Twine Properties<br />Partners/3rd Parties<br />WebApp Framework<br />APIs<br />Application Services<br />Resource Service<br />Web Corpus<br />(e.g., BOSS, etc)<br />Semantic Metadata Service<br />Tuple Service<br />SOLR Farm<br />RDBMS<br />
  70. 70. T1 Approach<br />Human<br />Tagging<br />AI<br />Semantic<br />Web<br />Make the Data Smarter<br />Machine<br />Tagging<br />Linguistics<br />Extraction<br />Statistics<br />Make the software smarter<br />
  71. 71. T2 Approach<br />Semantic<br />Web<br />Make the Data Smarter<br />Linguistics<br />Extraction<br />Statistics<br />Make the software smarter<br />
  72. 72. A Tactical Shift<br />Freebase<br />DBpedia<br />Make the Data Smarter<br />Twine <br />T1<br />EVRI<br />Wolfram <br />Alpha<br />Wikipedia<br />Open Calais<br />Endeca<br />Expert System<br />Flickr<br />Bing<br />Siri<br />FAST<br />Powerset<br />Yahoo<br />Delicious<br />Autonomy<br />Inxight<br />Hakia<br />Google<br />Make the software smarter<br />
  73. 73. To a More Mainstream App<br />Freebase<br />Twine <br />T2<br />DBpedia<br />Make the Data Smarter<br />Twine <br />T1<br />EVRI<br />Wolfram <br />Alpha<br />Wikipedia<br />Open Calais<br />Endeca<br />Expert System<br />Flickr<br />Bing<br />Siri<br />FAST<br />Powerset<br />Yahoo<br />Delicious<br />Autonomy<br />Inxight<br />Hakia<br />Google<br />Make the software smarter<br />
  74. 74. Web-Scale Semantic ExtractionAnd search<br />72<br />1.11.2008 | Product Positioning<br />
  75. 75. T2 Semantic Index<br />Videos<br />Music<br />People<br />Reviews<br />Games<br />News<br />Products<br />Recipes<br />Services<br />How-To’s<br />Classifieds<br />Events<br />Hotels<br />Bars<br />Resumes<br />Coupons<br />Reports<br />Photos<br />Help<br />73<br />
  76. 76. Many Uses for this Index<br />Search<br />Interest tracking<br />Recommendations<br />Web application development<br />74<br />1.11.2008 | Product Positioning<br />
  77. 77. 1. Do a Keyword Search<br />2. Filter by Type<br />3. Filter by <br /> Attribute<br />Recipe<br />Cuisine<br />Web<br />Page<br />Classified Ad<br />Difficulty<br />Web<br />Page<br />Product <br />Ingredient<br />Prep Time<br />News<br />Web Page<br />Author<br />Web<br />Page<br />Hotel<br />Type of Dish<br />Web<br />Page<br />Song<br />Dietary Option<br />Website<br />Game<br />Web Page<br />Prep Time<br />Help Article<br />Web Page<br />Calories<br />Web Page<br />Etc…<br />Person<br />Etc…<br />75<br />
  78. 78. Use Case: Cooking<br />76<br />
  79. 79. Scenario: Family Dinner<br />Deciding what to cook…<br />
  80. 80. Scenario: Family Dinner<br />
  81. 81. Scenario: Family Dinner<br />
  82. 82. Current Scenario: Family Dinner<br />[INSERT BING RESULTS + EXTERNAL LOGOS]<br />
  83. 83. Current Scenario: Family Dinner<br />[INSERT BING RESULTS + EXTERNAL LOGOS]<br />
  84. 84. Current Scenario: Family Dinner<br />
  85. 85. Current Scenario: Family Dinner<br />
  86. 86.
  87. 87. T2 – Tools for Developers<br />API to T2 Index and services<br />Widgets and components for 3rd party sites<br />Web-based ontology community – like Sourceforge<br />Browser plugin for easy site mapping to ontologies<br />85<br />1.11.2008 | Product Positioning<br />
  88. 88. T2 Ontology Site <br />Demo<br />86<br />
  89. 89.
  90. 90.
  91. 91.
  92. 92.
  93. 93.
  94. 94.
  95. 95. T2 Site Mapping Tool<br />Confidential<br />
  96. 96. T2 Site Mapping Tool<br />Confidential<br />
  97. 97. T2 Site Mapping Tool<br />Confidential<br />
  98. 98. T2 Business Model<br />T2 destination<br />Advertising on the site<br />T2 site search & ad network<br />Provide sites with better site search<br />Targeted ads<br />Revshare<br />T2 API<br />Partners pay us, or revshare with us<br />Monetize however they want to<br />96<br />1.11.2008 | Product Positioning<br />
  99. 99. T2 Near-Term Vertical Focus Areas<br />Lifestyle<br />Entertainment<br />Shopping<br />Food (Complete)<br />Health<br />Travel<br />People<br />Gaming (In Dev)<br />Sports<br />Music<br />TV<br />Film <br />Consumer Electronics<br />Health & Beauty<br />Classified Ads<br />Media Products<br />Help & Support<br />
  100. 100. T2 Long-Term Goals<br />Index the structured data on the Web<br />Across all major vertical domains<br />With help from an army of outside developers and partners<br />Grow an ecosystem around the index<br />98<br />1.11.2008 | Product Positioning<br />
  101. 101. Timeline T1 is in Maintenance Mode T2 is in Alpha T2 Goes Beta by Q1<br />99<br />1.11.2008 | Product Positioning<br />
  102. 102. What Next?Find Follow Share<br />100<br />1.11.2008 | Product Positioning<br />
  103. 103. For all types of content Web pages Data records Real-time content<br />101<br />1.11.2008 | Product Positioning<br />
  104. 104. Find stuff (semantic search)Then follow it (interest tracking) Then share it (socialization)<br />102<br />1.11.2008 | Product Positioning<br />
  105. 105. But this time…<br />103<br />1.11.2008 | Product Positioning<br />
  106. 106. We’re starting with just “Find”<br />104<br />1.11.2008 | Product Positioning<br />
  107. 107. Conclusions Web-Scale Semantic Search is the Next-Step for Search and for Twine But after 9 years of this, it’s clear It won’t happen overnight<br />105<br />1.11.2008 | Product Positioning<br />
  108. 108. Stay Tuned…<br />106<br />1.11.2008 | Product Positioning<br />
  109. 109. Contact Information<br />Nova Spivack<br />Twitter: @novaspivack<br />nova@twine.com<br />

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