realnames an example of common name namespace

RealNames An example of Common Name Namespace

Presentation roadmap

• Context of use

• Market requirements

• Technical Overview

• Q&As

Built into browsers

• Simpler than URLs

Built into portals as an enhancement to search

•Increased precision

User Requirements: simplicity

• No Syntax

• Guessable

• Memorable

• Multi-lingual

User Requirements: a positive navigation experience

• No IP hijacking

• No keyword squatting

• Appropriateness

• Keyword awareness

Human judgment

Customer Requirements:

www.sony.com

www.station.sony.com/

www.spe.sony.com/

www.spe.sony.com/Pictures/SonyMovies/movies/Starship/

www.spe.sony.com/Pictures/SonyMovies/movies/Gattaca/home.html

www.sel.sony.com/SEL/consumer/ss5/walkmanrtmstereos/index.html

www.sel.sony.com/SEL/consumer/camcorder/

www.music.sony.com/

...

One company, thousands of URLs, but only one domain name.

Customer Requirements: brand leverage

Sony RN

Sony station RN

Sony Pictures RN

Starship Troopers RN

Gattaca RN

Sony Walkman RN

Sony Camcorder RN

Sony Music RN

...

One company, hundreds of Internet Keywords

It is more than naming Web pages

Sony Vaio RN

http://www.sel.sony.com/notebook/vaio.html

It is about naming Objects

Sony Vaio RN

PRODUCT OBJECT

URL

Web page http://www.sony…

company Sony Inc

Description Sony Vaio laptop…

… …

A comprehensive infrastructureUSER & DISTRIBUTORS

KEYWORD

PROVIDER

SUBSCRIBER

Internet Keywords

Subscriptionservices

Keyword Mgtservices

Routing services

Tracking & Reporting services

Subscription Services: E-commerce site(s)

Subscription Services

RealNames Corp

Protocol: HTTP/XML

Relational Database

HTML front-endHTML front-end

XML front-end

components

CU

STOM

ER

HTTP/HTML

XML front-end

HTML front-end

XML front-endSony Vaio

HTML front-end

Reseller orKeyword provider

Routing Services

Routing Services

Data Hosting Center

Router

Router

Router

Router

AltaVista

Web BrowserCommand line

USER

Routing Libraries

Web BrowserCommand line

Routing Libraries

Routing tableSony Vaio

Routing table

Routing table

Routing table

Search Index

Sony Vaio

FASTER & BIGGER

“Low cost” embedded results

Objectives: • Speed: From 500 ms (AltaVista) to 10 ms• Size: From 10 to 100 millions of keywords

email @chat handles

Community members

VaioSony VaioVaio Laptop

Real-time Synchronization

Data Hosting Center

XMLLive update

service

SubscriptionDB

message queue

Live updateservice

message queue

RealNames Corp

Sony Vaio

Router

Router

Router

Router Routing table

Routing table

Routing table

Routing table

DNS: 1 day

RN: real time

Tracking Services

• Data analysis

• Data mining

Tracking Services

Data Hosting Center

real-time protocol

Trackingservice

StatisticsDB

RealNames Corp

Sony Vaio

Router

Router

Router Routing table

Routing table

Routing table

what: Sony Vaio

when: 10:8:99 12:44:09

where: altavista

from: aol.com

Challenges:

• Scale: Combining Size & Speed is a daunting task

• Data: Having high quality and comprehensive data is critical