Wikipedia founder Jimmy Wales aims to take as much as five per cent of the Internet search market from the likes of Google and Yahoo, with a new collaborative engine.
Late last year, news emerged that the brains behind the open-edit online encyclopedia was to challenge Google and others with a new site called 'Wikiasari', to be funded by Internet advertising.
Speaking at a news conference in Tokyo on Thursday, Wales said that Wikipedia's commercial counterpart, Wikia, could take a significant slice of online search, Reuters reports.
"The idea that Google has some edge because they've got super-duper rocket scientists may be a little antiquated now," he said.
Calling Google and the second largest engine Yahoo "black boxes" because of their secrecy as to how they rank results, Mr Wales flew the flag for the power of collaboration.
He said that users could work together to improve search engines and that constant improvements would translate into less susceptibility to spam.
He also confirmed that online retailer Amazon had made a "very large investment" in the project.
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