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10/19/2011
03:14 PM
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MC Hammer's Next Hit: Search Technology?

MC Hammer, entertainer-turned-entrepreneur, demonstrated WIREDoo, which Hammer called both "deep search" and "relationship search," at Web 2.0 Summit on Wednesday.

MC Hammer, entertainer-turned-entrepreneur, demonstrated some of the capabilities of WIREDoo, which Hammer called both "Deep Search" and "Relationship Search," at Web 2.0 Summit in San Francisco on Wednesday.

Hammer, cognizant of the presence of Google co-founder Sergay Brin in the audience, said that the technology isn't meant to replace existing search, but to add value. Specifically, search queries add the notion of data relationships to results. For example a search of the word "car" might also come with the relationships to insurance, cost, specs, mileage, and who the driver will be. A search for "home" might also include relationships to community, schools, financing, insurance and so on.

In one search on a zip code, Hammer showed in a single screen result the schools, homes, information on the community, shopping, crime rate...when he further selected "homes" the result set showed information like square footage and schools, among other data. Selecting schools showed things like SAT scores, school credential ratings, and truancy rates. Selecting truancy showed expulsion and suspension rates. In other words, not only does each search present a wealth of useful related information, but that search can just be a starting point to drill deeper and deeper.

A search on the Apple stock symbol brought back results that showed related stock data, related news, mutual fund ownership, and each of these showed even deeper, rich data, like all of the funds invested in Apple and the share volume and changes in that volume.

(Update: For a more clever, sarcastic read on M.C. Hammer's venture, The Onion AV Club put its own spin on WIREdoo.)

Hammer, a Bay area native, said he spends his time with young CEOs, helping them get started. WIREDoo seemed an impressive example. You can see more in the video below.

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Tom LaSusa
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Tom LaSusa,
User Rank: Apprentice
10/19/2011 | 8:05:20 PM
re: MC Hammer's Next Hit: Search Technology?
First, let me just say that I applaud Hammer -- A quick look at the page dedicated to him on Wikipedia shows he has not been content to rest simply on the laurels of his musical career, expanding his horizons into a number of ventures, including this one.

That being said, I'm not sure I see the value add in what he's offering here. Frankly, if I wanted to do a search for car insurance quotes, the first thing I would have done was typed "car insurance quotes" into the search field. I wouldn't type just "car," knowing I'd end up with hundreds of results I really didn't want.

But definitely worth keeping this on the radar to see what other developments come from it.

Tom LaSusa
InformationWeek
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