Article #3
And the winner is...
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By MATTHEW BROERSMA
January 19, 1998 3:02 PM PST
ZDNN
If you believe their hype, a tiny Provo, Utah, startup's new software will make almost every search engine "obsolete" overnight.
WordCruncher Internet Technologies Inc. is preparing to auction off an exclusive license to its new search-engine technology. And in promoting the sale, it is using some unusual tactics.
Two weeks ago, the startup mailed off a flyer to a long list of chief executives -- including heads of all the major search engine companies. The flyer announced the upcoming auction with the large, bold headline: "On Groundhog Day, all but One of the Following Web Engines Will Become Obsolete," followed by a list of search engines.
The flyer, which did not disclose WordCruncher's name, made great promises for its search engine, such as "The winning bidder will own this market, practically overnight." It promised more information on Jan. 20.
WordCruncher's promotion was designed to raise eyebrows -- indeed, the company's own president said it had a sense of "craziness" about it. Industry watchers call the unusual strategy a sign of how overcrowded the search-engine market already is.
But while the company's sales force is getting all the attention, much time and effort has actually been invested in the product itself."
WordCruncher says its technology will help make Web surfing easier and more intuitive than before. Essentially, it is a collection of features aimed at making Web search results easier to read, with far more information than present search engines offer, and more clearly presented.
"The current search services are like the yellow pages," said James Johnston, WordCruncher's chairman. "You have to call each service listed to find out if it's what you want. [WordCruncher] will show you exactly what's there, you can see the hidden context. And that's just the tip of the iceberg."
Other features include the ability to categorize search results by subject. WordCruncher analyzes words immediately surrounding the search keyword, and uses its analysis to separate results into groups. The user can then decide to look at only one group of results.
"Say you're searching for 'butterly,'" said Johnston. "It will categorize [the results] by what kind of butterfly, the monarch butterfly, or butterfly surgical closure. Then if you just want to find out about those five results about the monarch butterfly, you can click on it and it will show only that category."
Some who have tested WordCruncher say they are impressed with the engine, and the company's executives clearly believe it will be a quantum leap for the Web.
But pure technological advance isn't the only motive here: WordCruncher President Daniel Lunt, a former vice president with WordPerfect Corp., says his company could net from $10 to $60 million for WordCruncher, depending on what kind of a license it sells.
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