Mobile Search Engine [email protected] Now 'Everything.me'

Last May Tel Aviv-based mobile app/search engine [email protected] (pronounced “do at”) launched with high expectations. The company raised $7 million against the promise of delivering a search experience to smartphones that was both more efficient and more elegant than Google.

Rather than indexing pages, [email protected] showed live sites that were optimized for mobile. Sites were initially ranked by default but users had the ability to re-order results. It was a radically different and smart approach to mobile search -- and one that might have been expected to work at some level. However nobody used it, reflecting the power of Google's brand and its prominence on both the iPhone and Android devices.

You can see a video of [email protected] in action here.

Screen shot 2012-04-02 at 6.16.10 AM

Now the company has re-imagined [email protected] as a kind of mobile meta-search engine: Everything.me. You enter a query and can search "vertically" in any of the many different sites displayed on the screen. Logos replace Google's blue links. 

Because Everything.me gives you access to familiar, branded sites (and some that are less familiar) it has a better chance than [email protected] did. However, many people have smartphone apps for common mobile search categories: restaurants, travel, shopping/price comparisons. Then, of course, there's Google for "everything else." 

Accordingly I think the company is fighting the same battle it was before. And even though this relaunch is a clever adaptation of the company's underlying technology it will face the same challenges of adoption and usage.