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Internet keyword system to be discontinued
Internet keywords allowed a person to type English-like phrases into the address bar of an Internet browser, such as "5fm" or "Old Mutual" instead of "www.5fm.co.za". Try it if you have Microsoft's Internet Explorer! This potentially powerful tool for marketers has been abruptly discontinued as Microsoft chose not to renew the contract with RealNames who administers the system.
RealNames has been selling the rights to certain single words or phrases to large South African corporates. It is estimated that between 1 500 and 2 000 keywords were sold in South Africa in total, at a cost approaching R2 million.
The keywords system is dependent on Microsoft's co-operation because Microsoft's Internet Explorer is the most widely used browser currently. If "Old Mutual" is typed into the browser's address bar and it is not a recognisable Internet address, then RealNames' keywords are checked for a match which would transfer the browser to the correct location.
It was announced this week that Microsoft would not renew its contract with RealNames and the keyword system will cease to operate when the current contract expires on 30 June.
RealNames International's founder and CEO, Keith Teare, has expressed his disappointment and surprise on his personal website, www.teare.com. He comments that "Microsoft dislikes the product because they cannot control it."
Microsoft is in their rights to choose who they would like to do business with. All companies base decisions on how such business fits in with their long-term strategy and Microsoft has traditionally been strong on strategy. Be sure that they will introduce their own keyword system in the future as their rival, America Online, has used a similar system of keywords for some time.
Source: ITWeb
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