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Kaufer: There weren t really direct competitors. We were fighting more of a problem of, No one else is using your stuff. We seem to be doing OK without it. So why is your stuff critical Why do I have to pay you for it The dollars that might have been spent on us were probably going to a Frommer s or Fodor s, which were branded content sites. We would say, No, no, no. They have one person s opinion, and it was written 6 years ago by someone that may or may not have even visited the hotel. We ve got fresh stuff. We ve searched for all the stuff around the Web that your visitors want. But, there were drawbacks to our model, too. A user on Yahoo Travel looking at their description of Boston was reading it on Yahoo Travel. When they came to our Boston page and they wanted to read about fun things to do, we d take them off to an article on the New York Times, or on Frommer s, whereupon they would be leaving TripAdvisor or leaving the Yahoo network. Yahoo, like most companies, didn t really want to send a lot of people away. Yet that was how we had such a rich database of information. So a tougher sell.

Kaufer: I don t know that they misunderstood too much. Today, user reviews are in many spaces a matter of course. Amazon has done a tremendous job turning that into a significant competitive advantage. In 2001 or 2000, Yahoo wanted to get more than (I m making up the numbers) $20 million dollars for a 3-year Travelocity contract; they wanted to get $40 million dollars. They wanted to sell a sponsorship to Carnival Cruise Lines for a million dollars. They wanted to monetize their existing travel channel as opposed to improve the content by licensing with TripAdvisor. It wasn t until around 2004 that we looked at Yahoo Travel as a competitor. It didn t change in 2000; it didn t change in 2001. I mean, the ads changed. They got better at extracting more money, I guess. But the actual content the reason to go there didn t change for 3 years straight. It was great to have them as a competitor, in the sense of, you know, pathetic. In 2004 they said, Whoa! and really made dramatic improvements, and they built a much better product. Livingston: Did your writers edit the users feedback submissions Kaufer: No. Livingston: How did you monitor the entries Could people say, This place

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Kaufer: Yes. This place sucked. Don t go there. Found rats under the bed. Very colorful comments on all sorts of stuff. We d frequently get threatened by hotel operators who were unhappy with the reviews that were posted. We look at all the user reviews that come in every day and make sure they meet our posting guidelines: Is it family friendly Are you using hate speech Is there racist commentary We will not edit the reviews at all. We ll either reject a review or allow it to be posted. Sometimes we make mistakes and post stuff we shouldn t. But those are the mistakes. We ll let the horrible reviews come in and, obviously, post the great reviews as well. If a hotel complains, Hey, this person is lying about my property. They never stayed here. We never had any record of anyone staying here, blah, blah, blah, we say, We have a form on the site where the hotel management can post a response, so that our visitors can see both sides of the story. But we won t take down a posting if a hotel owner complains. And we make no attempt to verify the factual accuracy of a review. From our perspective, we have to be a little concerned about libel laws, and we fall under the sort of communications act that says we re a conduit for consumers talking on the Web. You can t sue AT&T for hate speech said on the phone line that they own. You can t sue TripAdvisor for libelous statements that appear on user reviews. Livingston: Can you think of one example where someone wrote a really

You might combine that with a progress bar showing how much of the opening work has been done, giving the user an idea of how much longer it will take to open your program This lets the user know you re actually working for them while they re waiting Finally, if your application is a fairly simple utility type program, you might even consider a Don t show this form again check box on the opening form and take the user right to the form they re looking for But don t do this if it means losing the advantages of having the opening form information displayed as noted earlier..

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