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RealNames An example of Common Name Namespace

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

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RealNames An example of Common Name Namespace

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  1. RealNames An example of Common Name Namespace

  2. Presentation roadmap • Context of use • Market requirements • Technical Overview • Q&As

  3. Built into browsers • Simpler than URLs

  4. Built into portals as an enhancement to search • Increased precision

  5. User Requirements: simplicity • No Syntax • Guessable • Memorable • Multi-lingual

  6. User Requirements: a positive navigation experience • No IP hijacking • No keyword squatting • Appropriateness • Keyword awareness Human judgment

  7. 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/ ... Customer Requirements: www.sony.com One company, thousands of URLs, butonly one domain name.

  8. Sony station RN Sony Pictures RN Starship Troopers RN Gattaca RN Sony Walkman RN Sony Camcorder RN Sony Music RN ... Customer Requirements: brand leverage Sony RN One company,hundreds of Internet Keywords

  9. It is more than naming Web pages Sony Vaio RN http://www.sel.sony.com/notebook/vaio.html

  10. It is about naming Objects Sony Vaio RN Web page http://www.sony… URL company Sony Inc Description Sony Vaio laptop… … … PRODUCT OBJECT

  11. A comprehensive infrastructure USER & DISTRIBUTORS Routing services Internet Keywords Subscription services Keyword Mgt services SUBSCRIBER Tracking & Reporting services KEYWORD PROVIDER

  12. Subscription Services: E-commerce site(s)

  13. CUSTOMER Subscription Services HTTP/HTML HTML front-end HTML front-end Relational Database HTML front-end XML front-end components XML front-end HTML front-end XML front-end Sony Vaio Protocol: HTTP/XML RealNames Corp Reseller or Keyword provider

  14. Routing Services

  15. Routing Services USER Web Browser Command line Web Browser Command line Routing Libraries Sony Vaio Router Routing table AltaVista Routing Libraries Router Routing table Router Routing table Search Index Router Routing table Sony Vaio Data Hosting Center

  16. FASTER & BIGGER “Low cost” embedded results • Objectives: • Speed: From 500 ms (AltaVista) to 10 ms • Size: From 10 to 100 millions of keywords chat handles Community members Vaio Sony Vaio Vaio Laptop email @

  17. message queue message queue Real-time Synchronization XML Live update service Live update service Sony Vaio DNS: 1 day RN: real time Router Routing table Router Routing table Subscription DB Router Routing table Router Routing table Data Hosting Center RealNames Corp

  18. Tracking Services • Data analysis • Data mining

  19. Tracking Services real-time protocol Tracking service what: Sony Vaio when: 10:8:99 12:44:09 where: altavista from: aol.com Statistics DB Router Routing table Sony Vaio Router Routing table Router Routing table Data Hosting Center RealNames Corp

  20. Challenges: • Scale: Combining Size & Speed is a daunting task • Data: Having high quality and comprehensive data is critical

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