Naming Search Systems: The False Hit Challenge
January 5, 2011
Run a query for Thunderstone, the pioneer in search appliances and highly configurable systems. You get links to a rock and roll band. Our Brainware feed reader returns stories that hit on crazy videos and not too much information about the trigram technology that distinguishes Brainware from other search vendors.
The name of a search system is important. Get the name wrong and it becomes difficult to locate specific information about a search system. From the number of inquiries I get about search vendors, I think the names are becoming a more significant part of the company’s presentation of its capabilities.
A recent example is Mindbreeze, the search arm of Fabasoft in Austria. Now the Mindbreeze search product must contend with the disambiguation challenge: the picture.
For anyone considering a name for a search technology, checking for overlaps is a useful step. Then once a name is in hand, that name has to be managed to ensure that a person looking for the company can locate relevant information. In the new world of non objective search, the name is the thing. For search, marketing–not technology–is the differentiator in 2011 in our opinion.
Whitney Grace, January 5, 2011
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