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. 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.

8. 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

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 PRODUCT OBJECT URL Web pagehttp://www.sony… companySony Inc DescriptionSony Vaio laptop… ……

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

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

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

14. Routing Services

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

16. 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 Vaio Sony Vaio Vaio Laptop

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

18. Tracking Services Data analysis Data mining

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

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