Palo Alto, CA-based Centraal Corp. said that its RealNames Web
naming service has been adopted by barnesandnoble.com, Beyond.com,
Egghead.com, InsWeb, Office Depot.com and eBay.
RealNames said the service is helping e-
commerce merchants to lower their cost per customer acquisition, to increase
their customer conversion rates, and to raise the average sales value per
With a RealName, a company’s brand name is its RealName, and the RealName is
the company’s Web address. Consumers type the name of the company in their
browser instead of a URL, and are taken to the company’s Web site immediately.
Branding is then consistent across all media, and customers can quickly
locate the brands they’re seeking.
“RealNames has made it easier for consumers on the Web to use portal sites to
find what they are looking for on eBay. For example, when a person types ‘eBay
antiques’ into a search engine such as AltaVista, they can go straight to the
antiques channel on eBay,” said Steve Westly, vice president of marketing and
business development for eBay. “Their technology makes it even easier to get
to eBay, and help consumers on the Web find what they are looking for.”
More than 20,000 RealNames have been subscribed to date, the company said.