Search Engine Strategies Keynote With Barry Diller

Barry Diller, Chairman and CEO, IAC/InterActiveCorp, is participating in the keynote this year at Search Engine Strategies in New York. As you may be aware, IAC/InterActiveCorp bought Ask Jeeves last year for $1.85 billion and has since worked to re-brand Ask Jeeves to Ask, sending the butler to retirement as well as bring out new features as well as those that were previously in development. IAC/InterActiveCorp also owns many well know media properties including HSN (Home Shopping Network), Ticketmaster, LendingTree and CitySearch to name a few.

I actually tuned in a bit late as I thought the keynote started at 9:30am as opposed to 9:00 am.

One question Danny asked regarding privacy issues in search engines sharing information. He was no doubt referring to the recent request by the United States government's for search data from Google, Yahoo and MSN. Barry feels like any company with people's personal data should guard it with their life. It is certainly not something that should be easily given up.

Danny reminds the audience that IAC/InterActiveCorp owns many web properties which could find their way into the organic search results of Ask. On where their own sites should list in accordance with all the other sites contained in the index, Barry unashamedly says that wherever there is an advantage to the user to display their own properties, they will. However, what they will not do is give them a bad user experience.

Danny goes on to probe Barry's response to how search is different from what IAC has done before. Barry certainly feels that it is completely different. "It is not passive... it is truly interactive," Barry states. He feels that we are all in a period of radical change.

"Why Ask Jeeves?" asks Danny. In other words, why did IAC decide to get into search and why Ask as their choice of properties to buy. Barry liked it right away. He saw a product that he felt could compete.

Now Danny asks about new products? Barry invites Jim Lazone, Senior VP of Search Properties at Ask, to come forward, stating that if Barry himself pushes a button around there, things tend to explode.

Jim points out first that Ask has finally sent the butler, Jeeves on retirement, re-branding as Ask. (I did check and this morning, the butler is gone). With that redesigning of the site. First that is noticeable is a menu of search tools just to the right of the main search box. The search tools provide the user different ways to search. There are options for the Web, Images, Encyclopedia and Local to name a few. The right menu also has drag and drop ability. A user can arrange them in the order of their preference. The menu can also be closed and opened.

Two additional products Ask has launched today are Encyclopedia Search and Desktop Search. Jim states that Ask is also launching their new Maps product today. Their map products provide the most tools currently available anywhere that will help one to build a travel itinerary. Aerial maps are airplane shots as opposed to satellite which gives a more concise view of area. There is also an animation feature that will show you driving the route the tool has planned out for you. Neat! I'm sure there will be reviews written soon about the new interface as well as some of the new products that have been released into the re-branding effort.

Barry goes on to state that he thinks competition in this arena is great. They are very serious about search and see it as a long term project.

Regarding government rules and regulations for search, Danny asks if we have enough voices in search. Barry quickly answers, "No, not even."

Danny asks Barry how he thinks people might change their searching preferences to use Ask now in place of other search products. "If the idea is good, then the world will allow it to come into the DNA of the world," Barry states. He also feels that no one can hold market share dominance forever unless there is a monopoly.

Finally, Danny asks about other ways of searching, mobile phones, PDA's, television and how Barry sees them converging in the future. Barry feels that convergence will happen as consumer products allow for it. He feels that we are definitely in an age where we are not limited by bandwidth constraints.

For a more detailed analysis of the keynote, check out Barry Swartz's coverage at Search Engine Roundtable. If you would like to listen to the keynote in audio format, an archived broadcast is available. A live broadcast was provided by WebmasterRadio.fm who is covering the entire conference.