realnames an example of common name namespace. presentation roadmap context of use market...
TRANSCRIPT
RealNames An example of Common Name Namespace
Presentation roadmap
• Context of use
• Market requirements
• Technical Overview
• Q&As
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-end
HTML front-end
XML front-end
components
CU
ST
OM
ER
HTTP/HTML
XML front-end
HTML front-end
XML front-endSony Vaio
HTML front-end
Reseller or
Keyword 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 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