Search 2.0: The Next Chapter of

Search

Gora SudindranathSenior Solutions Consultant

BCS ISRG Search Solutions, May 2007

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What is Search – really?

Search is the common language betweenan organization and it’s

customers/partners/employees

Search fundamentally redefines how organizations access, interact with and exploit information.

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Search connects my world

Search translates to my terms

Search understands what I need

Search finds what I want

Search Greatest Value: User-centric View

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Search Creates Value by Connecting Users toEverything

EXPERT

ANSWERS ANALYTICSNETWORK

DOCUMENT

PRODUCT

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EmpoweredCountries

EmpoweredCompanies

EmpoweredIndividual

Web 1.0 Web 2.0

GlobalDomination

Global Interactions

The Era of User-Driven Innovation

Has Started

IT-DrivenValue Creation

User-Driven Value Creation

The 3rd Generation

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The New Disruption

Old Era New Era

Value from Vertical Silos Value from Horizontal Connections

Change Agent: Business Change Agent: User

Microsoft, SAP Services + Mashups

Knowledge Management Company Blogs + Wikis

Short Head Long Tail

Open Source SW Open Source Content

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Search 2.0Key points

Search 2.0Key points

Search is at the heart of Web/Enterprise 2.0 monetization and growth

– Search technology is an engine for matching customers with communities, content and commerce items that they want and need

– Search technology encompasses recommendation, discovery, navigation, personalization and detailed customer analytics

– Search technology is the glue that brings all business models together

– Personalization and Zero-Term search is key to navigating in increasing amount of information

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Business Intelligence Built on Search

The Real Value of Search Lies in Three Areas

SearchConnects

“Front Office”

• Create new business models

• Renew and grow revenue

• Atomize information

• Monetize existing assets better

Search connects users to:

• Answers

• People

• Analytics

• Services

• Disruptive technology for the back office

• Data refinement and dynamic dimensioning provides data that is easier to find and more actionable

• Better data quality through linguistics and fuzzy match

• Extreme ad-hoc query performance

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FeaturedContent

Calls to Action

Ads

UserGenerated

Third-PartyContent

Multimedia

SubscriptionFeeds

SEARCHLET

SEARCHLET

SEARCHLET

SEARCHLET

SEARCHLET

SEARCHLET

SEARCHLET

Live

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Blog It!

Community Tools

Search

Front Office: Search IS the Portal

>100M videos downloaded daily… but only if users can easily find them

Related Video with Ads

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Search IS...Intent, Aggregation, and Monetization

Intent

Aggregation

Unique Monetization

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Mobile & Personalization

Service indicator bar

Zoo toolbar – Search, one click to Zoo WAP product homepage

Feature Panel 1 – Push content teasers based on your personalisation preferences

Feature Panel 2 – Relevant applications: Top 5 Contacts within your community

Alerts/ Missed events

15 Channels based on personal preferences and community recommendations

Nokia N70

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Search Connects: Search as a Tool for Social Networking within the Enterprise

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Aggregate Intelligence / Business Intelligence

Aggregate Intelligence: a hurricane hit North America in August 2005

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Data Quality: Cleanse!

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Flexible Relevancy

The common theme underlying Search 2.0 is flexible relevancy

Search IS the front officeSearch Connects

Business Intelligence

based on search

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FAST Relevancy Framework

– FAST ESP: A relevancy frameworkNot a “blackbox” relevancy model

– Robust: 12+ tunable attributesFor Example: proximity, field, keyword, freshness, business rules, authority, quality, link cardinality, geographical distance, context weights, statistics (tf-idf), degree of linguistic normalization

– FlexibleOpen and tunable framework allow you to mix attributes to create the relevancy model right for your application

Rank-Profile: A Relevancy Mixing BoardAuthority: Freshness: Proximity: Context: Body: Description URL: Keywords: Title:

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Business Intelligence Built on Search

The Real Value of Search Lies in Three Areas

SearchConnects

“Front Office”

• Create new business models

• Renew and grow revenue

• Atomize information

• Monetize existing assets better

Search connects users to:

• Answers

• People

• Analytics

• Services

• Disruptive technology for the back office

• Data refinement and dynamic dimensioning provides data that is easier to find and more actionable

• Better data quality through linguistics and fuzzy match

• Extreme ad-hoc query performance

Thank you