On the Powerset Preview/Pitch

Powerset had the hype a search start-up would need to challenge the heavy incumbent Google and mainstream-entrenched Yahoo. TechCrunch declared that Powerset’s product indeed produces the “wow” moment that Google carried with it when it hit prime time and the aura around it’s real-language search was legendary. But all that is gone.

Today, Powerset launched an impressive PR volley that generated incredible noise through out both the mainstream press and the blogosphere alike. The HackerNews front page was littered with the requisite comparisons, pitting Powerset’s wikipedia search against Google and Hakia. But at EOD, the reaction was a resounding “meh.“

To it’s defense, one commenter on HN wrote: “No one in a position of importance said this demo was a google killer. It’s not, it’s basically a technology demo and hopefully a usable tool.” I’m calling BS. It doesn’t matter. In this game it’s all perception, and if you’re launching a consumer facing product your first major PR volley could be your last. Especially if it’s as lukewarm as Powerset’s.

The caveat above doesn’t come through in a headline. And it’s little help that PowerSet is solving a problem no one seems to have quite yet. The theme of the day is Google comparisons, but unless PowerSet is blowing your mind on it’s own without comparison, it’s dead in the water.

To me this “launch” spells one thing: Powerset is looking to sell (at least for some additional funds.) This is the only reason they’d kick-off with such a limited demo, one that exists in a ridiculously controlled environment such as Wikipedia, which has already been picked over by editors to ensure that everything is grammatically correct. They did a tremendous job with their PR over the last weeks, I’ll definitely applaud on that count. They granted exclusive demos to the 2.0 in-crowd, let them gush if they felt like it, then released the same demo to the masses after the closed-door preview went well and before the dust settled on the insider exclusive. Genius. An investor/buyer will bite, I predict in less than two months.

* Apologies for the quick post, had to comment on this before the day was out.