Re: Internet Keywords, RealNames

From: Andrew Dubinsky <andy_at_netfast.net>
Date: Fri 16 Jun 2000 15:52:38 -0500

SARA <saraz_at_microsoft.com> WROTE:
> It would be great to get some perspective on the future
> of Internet Keywords, specifically opinions on whether
> or not they are being viewed as slowly replacing URL's?
> I recently looked into a company called RealNames. They
> specialize in selling Internet Keywords and claim they
> are much more effective to list on your print ads, DM
> pieces, other forms of communications and actually have
> your customers remember them above a URL. The advantage
> of using RealNames vs. buying keywords from individual
> browsers is they are a one stop shop for this, if you
> buy a keyword with them it is set up on 70% of the
> browsers out there. I think this makes sense if the
> future of the internet is leaning in this direction,
> any feedback would be great.

I think there are a few problems with this type of
service:

1. People have been trained to add the www to any .com
   name.
2. 70% compatibility blows. Try telling a business
   owner 3 of 10 people visiting his company will randomly
   be turned away.
3. One stop shop = monopoly. If they raise their price
   tenfold, can you leave?
4. Non-regulated. I hate government involvement, but my
   domain name is very important. I must have some
   assurance it's protected from abuse by the domain
   administrator.
5. Server response - since Real Names is the only "dns"
   server for their service, your domain name depends on
   their response. If they are down, you are down.
6. Price - domain names are almost free.
7. Multiple vendor dependencies - silly, but what if
   AOL & MS decide to operate their own "real names"
   clone. Real names would be removed from user's browsers
   (IE & NS) and your investment lost.
8. Pay per use - their service includes only 1000
   "uses" within one year. E.g. after 1000 visitors, you
   pay extra. That blows.
9. They can take away your domain name at any time.
   "You agree that our allocation and approval of Internet
   Keywords is subject to our sole discretion." It's not
   like a domain that you can sell with the business.
10."We may use your applicable personal name, company,
   business, firm, trade, or brand names in connection
   with the provision of the RealNames Service and your
   subscription of an Internet Keyword" - Hmmmm....I just
   don't like that.

My .02 is that this service, although innovative,
basically sucks.

Sincerely,
Andrew Dubinsky




Received on Fri Jun 16 2000 - 15:52:38 CDT