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Chapter 3 - Mobile Technology and Solu�ons
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3.4 Mobile Search ↙ go to sec�on selec�on
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What is Mobile Search?
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Mobile search is an evolving branch of informa�on retrieval services that is centred on the
convergence of mobile pla�orms and mobile handsets. The services, at their heart allow users
to find mobile content interac�vely on mobile websites. Mobile content itself, as devices become
more sophis�cated, is shi�ing towards being mul�media. To clarify, search on mobile is more than
just a spa�al shi� of PC search to mobile equipment.
Mobile search is big business and will become an increasingly important part of any mobile
adver�sing strategy. According to eMarketer, by 2011, mobile search will account for around
715million USD or around 15% of the mobile adver�sing market. According to Informa Media and
telecoms, a conserva�ve es�mate for the value of Global Mobile Search in 2011 is 1.5billion USD.
So it is big business and unique and that is why mobile search gets its own sec�on.
As you can imagine, Google is doing its darndest to ensure that it gets the same slice of the growing
mobile search pie as it does of the internet search pie, but in mobile things are different. For
example, if you think about Google’s famous page ranking system, it simply does not fly because
when people are searching for content through their mobile devices they don’t necessarily want
a list of web pages but answers to specific ques�ons, this changes the game and makes for a very
interes�ng compe��ve landscape. The ba�le will be fierce because mobile search is a ba�le for a
new and innova�ve way of interfacing with the consumer and as people use their mobiles to search
more and more, the dollars involved become mindboggling. As such, Yahoo! along with Microso�
and a whole host of smaller players and start-ups are figh�ng tooth and nail to be the mobile search
solu�on of choice. As you will see the different ways of going about search on mobile is much more
diverse than on the PC internet.
Why is it important?
Essen�ally, mobile search is important for the usability of mobile content for the same reasons
that internet search engines became important for the usability of internet content. Given, the
popularity of mobile and the fact that usage for data services and accessing content has become
mainstream, the amount of mobile content that has been developed is vast. Much of it has been
almost impossible to find un�l very recently as mobile search has slowly began to come into its own,
very slowly. The travel industry needs to know about it because mobile search will be a crucial part
of the ‘discoverability’ of its mobile offerings. The key is that 30 seconds is the generally accepted
maximum period of �me that it should take for a user to find content from the start of a search.
Qpass a mobile content market player, now part of Amdocs have released research that says that
less than 36% of a given’s operator’s portal is within 30 seconds naviga�on distance from the user.
Off-portal or ‘off-deck’ searchable content is for all intents and purposes invisible. So the con�nued
developments in mobile search are one of the most important areas within the mobile ecosystem.
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