Former SOFTBANK Exec Joins centraal

Palo Alto, CA-based centraal corp., creators of the Real Name
System, said that Ted West has been named executive vice president of sales
and marketing.

West will be responsible for strategic development, marketing and sales of
centraal’s Real Name Web address system.

West joins centraal from the former SOFTBANK Interactive Marketing, where he
held the positions of chief operating officer, co-founder and director.

At SOFTBANK, taken over and renamed by Zulu-tek, West was responsible for
interactive media sales for companies such as Netscape, Yahoo! and ZDNet. West
was also instrumental in launching the SOFTBANK Network, a system for targeted
ad serving.

Prior to SOFTBANK, West was the president and founder of Consumer Direct
Access which developed and published CATALYST – The National Consumer Guide, a
source of products and services available through direct channels. Prior to
CATALYST, he was vice president and general manager at Pacific Bell Directory.

The Real Name System is a new multilingual naming system for navigating the
Internet. For users, Real Name addresses make it unnecessary to employ lengthy
URLs. For brand owners, the Real Name System provides a straightforward way to
promote their Web sites to users. Companies can register company and product
names or campaign slogans like “New Beetle” for the new Volkswagen Beetle Web

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