The New York Times writes about what Acconna does differently in search:

Accoona says its search engine is different from others on the market. When users type “Oscar winners” into the search box, for instance, Accoona delivers stories about Academy Award winners, whether or not the stories mention the word Oscar. Google didn’t return e-mail messages seeking comment on Accoona, and Yahoo said that without knowing specifics of the technology, it would be difficult to comment.

Furthermore, users can refine the search results using a short list of scroll-down menus, including “people mentioned” and “publisher,” among others. Each menu offers a maximum of 50 choices, and denotes the number of times each choice is mentioned in the results.

As interesting as Accoona’s search approach is, some Internet executives are more intrigued by an advertising service it is to introduce alongside its Web search debut later this spring. The service is similar to that of, or even, where consumers indicate a willingness to buy a certain service or product, and companies essentially compete for their business.

Accoona’s version looks like this: if a user searches for plumbers or airline tickets, the search results will include a line of text asking if the user would like to be contacted by three companies selling services related to the query. If the answer is yes, the user is prompted to enter contact information, and is told to stand by for either a call or an e-mail message from a company.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.