Essential Web 2007

I attended Library House's Essential Web 2007 event today which combined Web early stage company pitches with panels of investors in a discussion forum.

The first session was a combination of search companies; Migoa.com, extate, Quintura, Trexy and ID companies; Garlik.com and the todeka project.

Most of the search companies Google-bashed saying the most well known search company can't do everything, particular as the amount of Web data continues to grow exponentially. Vertical and visual search provides a better quality of search more specific to the individual's search choice according to the companies presenting.

The panel asked whether Google could simply replicate what they are doing to take them out of the market. The overall response was at present, Google is not competing with vertical search companies because at a very local level its crawler technology can't mine complicated estate agent sites, for example.

The ID companies talked about privacy issues and whether there is value in our personal identities online.

The todeka project seemed immediately engaging as it enables Digital ID certification and Digital Life Management. You can prove who you say you are online with an ID certificate and manage your ID to only put the details you want to on the Web. Garlik lets you trawl the internet to find out how many personal details you have posted online for all to see, which I'm sure will surprise most people.

With everyone willing to put their most intimate details on sites like Facebook, will the consumer care about this? The discussion concluded this will happen only when people realise their identities and tastes are valuable to advertisers. When this will occur is open to debate and mass adoption of ID certification won't kick off anytime soon.

Panelists included: Saul Klein, venture partner, Index Ventures; Graham Sadd, CEO, PAOGA; David Soskin, CEO, Cheapflights and Howzat Media.