Can Ineze Really Make Finding the Right Product Easy?

"Lots of people look through the long tail of product information through Google - at times they are people crazy enough to care about a specific feature, just as the weight or thickness of a phone," says Chief Executive Gil Rozenberg. "Nevertheless that's not how shopping sites list information - as a matter of fact, doing in other words impossible for lots of shopping sites because they're just doing plain text search."

Here's an example: Let's say I'm a speed freak, searching for the fastest high-end phone on the market. On most shopping sites, all I can actually do is look pursuant to this agreement the general "cell phone" category and start sifting through popular models to find the information. There are, perhaps a few pre-selected criteria I can sort by - price, brand, perhaps operating system. Processor speed, most likely, isn't going to be on there.

Over on Google's product search, in the meantime, things may be a little better. If I type in "fastest smartphone", I can get a list of results that include the phrase "fastest smartphone". That's better than nothing, however it's full of problems - not only is it obviously open to abuse yet in a rapidly changing market, being fastest is a moving target.

Rozenberg says something better is absolutely possible, because the data is there - it's just poorly interpreted. So when I type "fastest smartphone" into Ineze, it determines what "fastest" and "smartphone" means, compares that data across the possible options and offers me the highest-rated result. In such a case, the Samsung Galaxy S with a 1.4Ghz processor. It as well tells me that the Palm Pre 3 is the same speed, with a smaller display, during the Samsung I9100 and the BlackBerry Bold Touch are both 14 percent slower.

Right now, usage is small. The site has just launched properly, and Ineze provides product search across one vertical: phones. The product is simple, however not particularly user-friendly - all things that the team is working on improving.