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New Australian Search Engine launched

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November 6, 2003

Friday November 7, 2003

MOOTER is a new Australia search engine planning an aggressive entry into the multi-million dollar paid search market. By displaying results as simple clusters of information rather than long lists and attempting to prioritise the users search, Mooter hopes to offer a more intelligent and 'humanised' approach to finding information on the Internet.

Mooter's CEO, Liesl Capper, said that the company aimed to take market share away from American giants such as Google, and eventually dominate Australia's growing online search market.

"Our value proposition is simple. We have simply built a smarter search engine that enables users to do more, in less time and with considerably less hassle," Ms Capper said.

As users search, MOOTER's algorithms are designed to skew the results based on the user's actions or underlying intentions , pushing the most relevant results nearer to the top.

"Users shouldn't have to work hard to find out what they want. Today's search engines typically throw up thousands of results and ask users to sort through them or re-define the search.

"Mooter focuses on the psychology of people - not machines - to better understand what information users seek. It analyses the choices you make, and then re-orders the results based upon what you are actually looking for, without you having to re-define your exact needs."

"MOOTER also want to be known as the 'deep search specialists', especially in hot topic areas such as business, sport and lifestyle" Ms Capper said.

MOOTER's revenue will be based on advertising distribution fees. Users click on a website which interests them, and advertisers pay per click. Unlike banner advertising, the advertiser pays only when their website is clicked on by the searcher.

Founded in February 2001 as an alternative to the Boolean search engines currently dominating the market, MOOTER was originally run at Griffith University and is backed by a combination of private, government and founders funding.

To see if this approach works for you, visit mooter.com

Gizmo was impressed by the relevance of the categories produced, with alternative clusters displayed in the sidebar when you view a particular list making it easy to explore different search areas without going back a screen, and although by no means slow, it does not yet have the speed of Google in returning search results.

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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