To: cm who wrote (6198 ) 5/30/1998 11:26:00 AM From: cm Read Replies (2) | Respond to of 9343
"Search As Commodity": Another Look... It's been bandied about by various press analysts and securities folks, this mantra: "Search is a commodity." And, precisely because it's been so popular, I've gone at the "argument" hammer and tongs. But, there is at least a grain or two of truth here in this bromide. * Search WILL be a ubiquitous component of "portal" sites and other premium Web properties going forward. It's just something one has to have as a complementary offering to other content, etc. Plus, it helps produce revenues through CPM-based banners that can be targeted to pop up with certain search word requests. * Even if there were such a thing as METAPHYSICAL SEARCH, the one search engine that could find what's worthy and what's dross in the human soul, or something just as cool, it and it ALONE could NOT carry the freight for a supersite. It's NOT enough to be a good site for search... and that alone. So, search has some commodity-like characteristics. But, the "search as commodity" argument has some pretty large flaws. I'll start with the general flaws. Then, I'll drill down into specific stuff about SEEK. * First, it "underimagines" the technological innovations that can still be delivered. We have yet to see the technological ceiling on how FAST, EASY, AND ACCURATE search can become. Period. No questions. And if these INNOVATIONS were all just inside baseball... resulting in no utterly obvious advantages to the site visitor... it would all be pointless. But, I don't think this will be the case. * Second, as its been widely reported, each search engine offers comparatively little COVERAGE of the overall Web. (Surprisingly, little in some cases.) Again, this MAY be read as a pure and simple negative. However, I think it opens up opportunity for improvement. * Third (and this may be seen as an extension of item # 1), with specific reference to SEEK: Kirsch and company are working on Distributed Search capabilities and other innovations. Kirsch, rightly or wrongly, is viewed as the one of the best minds in search engine technology. Period. I have yet to fully get my arms around the possibilities of Distributed Search and some protocol called, I think, Z3950... but it is very, very intriguing. (In fact, Distributed Search may only have relevance as part of SEEK's software products... rather than its big index.) * The "search as commodity" argument is usually used to slam search engine-centric sites like SEEK... implying that SEEK is very good at something that doesn't really matter or will soon be available everywhere. And even I believed that search was exhausted as a point of differentiation, I'd still not be worried about SEEK. Because it has gotten very good with DIRECTORY capabilities. Has bought "eyeballs" from WBS. (BTW, T will offer chat visitors to SEEK and other sites the ability to place a call--so folks can actually hear the obscenities being screamed at them.) Has made a significant move into Women's programming with iVillage. Just added games. International presence. Growing brand appeal, etc. * And SEEK has moved the playing field down to the level of corporate intra, extra, and internet sites with its award-winning UltraSeek server product... now responsible for generating 12% of revenues. To my knowledge, no other search engine/portal-to-be has such a strong SERVER SEARCH PRODUCT offering. (I don't count Alta Vista 'cause its been gobbled up by Compaq.) That said, maybe, some day in the not-too-distant future search WILL BE a commodity... and not a potential and real source of competitive differentiation. But, I don't think that day is TODAY. Best Regards, c m