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The 'U Can't Touch This' creator announced his plans to launch the search engine, titled WireDoo, at the Web 2.0 Summit in San Francisco this week.
"We're always thinking about how can we solve problems, how can we improve user experiences," he stated of brainstorming sessions with his WireDoo co-founders. "And the idea here was, how would we be able to improve search... What came out of it was this relationship-driven searches. Searches that go beyond just the generalities, that give you more relative information in a consistent way in one environment."
Hammer, born Stanley Kirk Burrell, gave some insight into WireDoo, explaining that a search for a car, for example, includes not solely the vehicle itself but its mode and mileage, just as a home search carries relations of surrounding schools and neighborhood, among other things.
"It's about relationships beyond just the keywords," he stated.
The 49-year-old is set on launching WireDoo, which is currently in pre-beta stage, in December.