The Chinese Keyword service is, in essence, a Paid For Inclusion service that supports a useful, and more human-friendly natural language Internet navigation and search function. Chinese Internet users face a challenge not faced by many English and Roman alphabet language users: the ASCII character based Domain Name navigation system is non-intuitive and difficult to use. Businesses in China trying to establish an on-line presence are also faced with a fundamental problem, which is that their established real world names and brand identity is lost on the Web. Chinese Keyword service enables Internet users in China to navigate the web and search for relevant on-line information by using real world identities and familiar names, rather than having to remember cumbersome domain names/URLs. Through the service, a simple and direct link between an entity's real world identity is established with its corresponding URL or domain name identifier. As a result, businesses can extend their existing real world brand identities directly on-line by making it easy for their customers to find them on the Web using familiar names and real world identities.

“网络实名”是3721.com 公司从美国RealName.com 公司的“Real Name”一词译成中文“网络实名”，是一种“地址栏搜索引擎”服务。是中国“流氓软件”鼻祖。它的技术本质叫KeyWords （关键词寻址）服务。根本与“实名”不太粘边，谁付款给3721.com 公司，谁的“地址栏搜索引擎”服务就能被引导而“不虚指”。它把自己打扮成中国网络追求“网络实名制”化身，误导了中国人与中国网络文化理念。