1. Vertical search is a growing $34 billion market, with 59% of dollars migrating from other media to search. However, typical success rates for B2B site search are only around 58%. 2. The "Fried Egg Model" of search history does not address the specific needs of vertical search markets. A new approach is needed to better understand customer types and queries within a given domain. 3. RB Search is developing a technology platform to build the best specialized vertical search engines and widgets. Their goal is to aggregate over 2 billion B2B web pages into a taxonomy that can provide contextual, industry-specific answers to improve on typical search failure rates of over 50%.

1. Graeme McCracken Chief Operating Officer, RB Search [email_address] Vertical Search: Challenges & Opportunities

3. The Fried Egg Model Addressed Market “ Bonus” audience

4. It may feel safe….but for how long?

5. Frogs are SO! hot

8. The other problem with search – an inverse model The more relevant/targeted the advert….the less you pay

11. What is the Value to the Consumer? From… ...To Content Source All the Web/Site Specific Industry Specific Search Failure Rate > 50% < 5% Relevance Broad and Arbitrary Contextual & Explainable Interaction Pull Push & Pull Perception No Alternative Useful Disambiguation None Navigation Productivity Gather Links Analyze Information

12. What is the Benefit to the Business? From… ...To Search Traffic (% of Total) 1% More than 10% Overall Traffic Impact Limited Source of Differentiation Revenue per Search $? $0.05 Standards None Scale & Advantage Search Roadmap Not a Priority Competitive Advantage Other Monetization NA Incremental Maintenance & Support Site Specific Centralized & Dedicated Sources: Outsell; Forrester

13. Zibb – branded vertical search

14. ZIbb – Better Answers by Market

17. You may think I am decoupled…and you would be right! XML XML XML

18. Raising the Sea Level – Reverse Thinking Yeserday Today 950 websites EDN Flight Variety Powder Bulk Solids ECN

19. Not a silver bullet – you only get one of those!

20. Then you get carried away