IAC’s Ask.com rolled out AskCity this week in a bid to use IAC’s content to differentiate itself from Google, Yahoo, MSN and AOL. The site, which succeeds AskLocal, proves to be an excellent local research tool and effectively integrates listings, reviews and other content from IAC sites such as CitySearch and evite, as well as non-IAC sites (It is a little weird, however, that AskCity is not the URL, but rather a sub-site within Ask).
Remarking on the launch, Ask CEO Jim Lanzone, in an interview with Om Malik, noted that “local is very important in search. It’s a top five category for us” represents 10 percent of all Ask searches. With the addition of IAC’s proprietary content, Ask can really present a human element that competitors like MSN and Yahoo aren’t doing. “Our research showed that they rely too much on maps and gimmicks like fly-overs, have limited content, require too many steps to transact, and have a lack of coherence between various the local products they’ve all created,” he said.
Still, AskCity’s launch raises a series of logical questions. Won’t the launch of AskCity cause significant cannibalization from CitySearch? Isn’t it time to rollup CitySearch? While one is a “search engine” and the other a “destination,” isn’t that becoming a fine line, circa late 2006?