BEHIND THE HYPE: Time4.net finds a new line of enquiry - Time4.net helps shoppers by looking for logos online

Time4.net, a new internet search engine that launched last week, aims to bring the most relevant and efficient websites and online brands to the consumer by using logos as links rather than text listings. The directory has 32 different lifestyle channels including books, travel, business, health etcetera.

Time4.net, a new internet search engine that launched last week, aims to bring the most relevant and efficient websites and online brands to the consumer by using logos as links rather than text listings. The directory has 32 different lifestyle channels including books, travel, business, health etcetera.

Site characteristics The site is arranged as a shopping centre with stores grouped together in categories for easy access. The design is simple but attractive and very easy and entertaining to navigate.

Target audience The site is aimed at all users of the internet, although initially targeting the second generation of domestic users. Its simplicity has led it to be adapted as a business tool.

Principals Time4.net is a pan-European company and was formed by Simon Rusk, Ian Wilson, Grant Santino and Bob Garrioch.

Backing Initial capital was provided by the Business Environment Group with additional investment from eVestment Plc, eCapital and Arlington Plc earlier this year.

Marketing So far, the site has been promoted through PR, but it is looking for an ad and media agency to produce an above-the-line advertising campaign over the coming year.

Competition Other search engines are obvious competitors. But as this is the first search engine to operate by listing via logos rather than URLs, it might appeal to users as being more straightforward and easier to use than other online searches.



THE YEAR AHEAD - We're not convinced.

A great concept but Time4.net's late entry into an already saturated market might be a handicap in the long term.