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RealNames An example of Common Name Namespace

RealNames An example of Common Name Namespace

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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 - PowerPoint PPT Presentation

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Page 1: RealNames An example of Common Name Namespace

RealNames An example of Common Name Namespace

http://company.realnames.com/
http://company.realnames.com/
Page 2: RealNames An example of Common Name Namespace

Presentation roadmap

• Context of use

• Market requirements

• Technical Overview

• Q&As

http://company.realnames.com/
Page 3: RealNames An example of Common Name Namespace

Built into browsers

• Simpler than URLs

http://company.realnames.com/
Page 4: RealNames An example of Common Name Namespace

Built into portals as an enhancement to search

•Increased precision

http://company.realnames.com/
Page 5: RealNames An example of Common Name Namespace

User Requirements: simplicity

• No Syntax

• Guessable

• Memorable

• Multi-lingual

http://company.realnames.com/
Page 6: RealNames An example of Common Name Namespace

User Requirements: a positive navigation experience

• No IP hijacking

• No keyword squatting

• Appropriateness

• Keyword awareness

Human judgment

http://company.realnames.com/
Page 7: RealNames An example of Common Name Namespace

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.

http://company.realnames.com/
Page 8: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 9: RealNames An example of Common Name Namespace

It is more than naming Web pages

Sony Vaio RN

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

http://company.realnames.com/
Page 10: RealNames An example of Common Name Namespace

It is about naming Objects

Sony Vaio RN

PRODUCT OBJECT

URL

Web page http://www.sony…

company Sony Inc

Description Sony Vaio laptop…

… …

http://company.realnames.com/
Page 11: RealNames An example of Common Name Namespace

A comprehensive infrastructureUSER & DISTRIBUTORS

KEYWORD

PROVIDER

SUBSCRIBER

Internet Keywords

Subscriptionservices

Keyword Mgtservices

Routing services

Tracking & Reporting services

http://company.realnames.com/
Page 12: RealNames An example of Common Name Namespace

Subscription Services: E-commerce site(s)

http://company.realnames.com/
Page 13: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 14: RealNames An example of Common Name Namespace

Routing Services

http://company.realnames.com/
Page 15: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 16: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 17: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 18: RealNames An example of Common Name Namespace

Tracking Services

• Data analysis

• Data mining

http://company.realnames.com/
Page 19: RealNames An example of Common Name Namespace

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

http://company.realnames.com/
Page 20: RealNames An example of Common Name Namespace

Challenges:

• Scale: Combining Size & Speed is a daunting task

• Data: Having high quality and comprehensive data is critical

http://company.realnames.com/

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