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HP INTEGRATES INTERNET KEYWORDS INTO BRANDING CAMPAIGN AND OTHER MARKETING EFFORTS IN THE US
RealNames’ Internet Keywords help provide Streamlined Web Experience
LONDON, 17 July 2000: Hewlett-Packard Company and RealNames Corporation, a market leader in Internet Keyword navigation, today announced an agreement under which HP plans to integrate Internet Keywords into its US corporate branding campaign, as well as product and customer support initiatives. HP’s adoption of Internet Keywords, beginning next month, will enable HP customers in the United States to quickly locate company, product and support information on the Internet using natural language instead of Web addresses.
"It is essential that the industry makes life easier for people who use the Web - Internet Keywords will enable HP to make great strides in this effort," said Peter Van Naarden, director of brand marketing for HP. "By integrating Internet Keywords into our ongoing branding campaigns, we give our customers simple and quick access to online information."
HP plans to incorporate up to 1,000 Internet Keywords into its US marketing efforts, including print and TV ads and direct mail, starting with the 'Invent' branding campaign. Some of those Internet Keywords include HP Jornada, Carly Fiorina, Invent, e-Services and HP Customer Care. With Internet Keywords, consumers need only remember brands, slogans or phrases - instead of lengthy Web-addresses - to be linked to appropriate HP Web site pages.
Internet Keywords complement traditional search methods by using HP product names in order to provide a more efficient and less intimidating Web experience for customers. Customers who use any version of the Microsoft® Internet Explorer browser will be able to type in an HP Internet Keyword to be taken quickly and easily to the exact page for the information they’re seeking, without wading through search lists or remembering long Web addresses. For example, users can type 'HP support' into the address bar and be taken directly to: http://www.hp.com/country/us/eng/supportservices.htm
RealNames has integrated Internet Keywords into the Microsoft Internet Explorer and NeoPlanet browsers, as well as AltaVista, Google, Go2Net, the GO Network, Looksmart and MSN.
"A brand is a key asset, as is a product name or an advertising slogan. By making these identities available as Internet Keywords, or as ‘digital identities’, HP will enable its TV, radio and print advertising to message directly to its customers about how to find the things they are interested in online," said Keith Teare, chief executive officer of RealNames. "HP is the first large computing company to realise the power of Internet Keywords and to embrace them fully in order to provide a better Web experience for its consumers. We are proud to have acquired such a great customer."
Information about HP and its products can be found on the World Wide Web at http://www.hp.com or by using Internet Keyword: HP.
About RealNames Corporation
RealNames Corporation, a market leader in Internet Keyword navigation, develops and markets products and services that simplify Web navigation, enable media convergence, and monetise Internet traffic for browsers, search engines, directory services and portals. Major brands can use RealNames products and services to help improve their return on total advertising spending by unifying their identity online and offline. Internet Keywords have been integrated into Microsoft’s Internet Explorer browser, and are used by leading search and portal sites such as MSN, AltaVista, Inktomi, Google, Go2Net, and the GO Network as part of their infrastructure to improve directory look-up and search results. Founded in 1997, RealNames is based in Redwood City, California with European offices in London and Hamburg. For more information, please use Internet Keyword: RealNames to visit our Web site.
Hewlett-Packard Company - a leading global provider of computing and imaging solutions and services - is focused on making technology and its benefits accessible to individuals and businesses through simple appliances, useful e-services and an Internet infrastructure that's always on.
HP has 86,000 employees worldwide and had total revenue from continuing operations of $42.4 billion in its 1999 fiscal year. Information about HP and its products can be found on the World Wide Web at http://www.hp.com or by using Internet Keyword: HP.
RealNames, RealNames System, RealNames Service, Real Name Service and RNS are either service marks or registered service marks of RealNames Corporation.
Microsoft is a U.S. registered trademark of Microsoft Corp.
The RealNames Corporation press centre can be accessed by going to:
Internet Keyword: RealNames Press Room
For photographs of RealNames executives visit the online photo library at http://www.reproready.com
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