Comment by jmilinovich | Hacker News Reader

Comment by jmilinovich | Hacker News Reader

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The name URX stemmed from a conversation our team had with Paul Graham during YCombinator. PG and our team agreed that URX was the most succinct way to describe the opportunity behind our vision.

The ability to link into the middle of mobile apps is massive. Imagine where the web (or AdWords) would be if the deep content within websites was not able to be indexed or referenced. Right now, most mobile developers don't implement deeplinks, and even fewer marketers use them to drive traffic.

In concept, "URX" represents this next version of the URL that is built for the cross-screen, native/web world. URX's mission is to help app developers and marketers enable and monetize deeplinking in their mobile apps, and the name "URX" keeps us honest to that.

I really like the concept for your company, and I wish you the best.

That said, I have to admit I read your explanation of the name of your company three times before I understood that you are changing the L in URL into an X. In my head, I guess I had latched onto the URX as something like "You Are X", and then that opens up all the possibilities to what I can be, where I am, etc. That may happen to a lot of people.

Is it possible that, by skipping demo day, you also skipped the communications training that allows you to transmit your idea in two minutes? Since you are going to be asked to explain your name dozens if not hundreds of times in the future, maybe you could iterate on the three paragraphs above until you can get the URL->URX connection into an ordinary persons head.

(CTO here) Thanks for the feedback! We didn't actually skip demo day, we did indeed present and vet our pitch with investors - just figured we didn't need the press at that point.

Besides "you are X", the other feedback we've gotten is that some people read it as "irks".

However, in a space full of not-subtly-named companies such as Tap{Stream, Joy, Jump} and App{Salar, sFlyer, etc}, we'd prefer to stand out with something that sounds like it might be more than your average DSP.

We also think it could be a cool acronym, but we're keeping that to ourselves for now :)

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