The School of Mobile Vol. 2 - The Detail
efficacy and use of these types of services and partly explains why directory searches are
extremely popular through mobile phones. A�er all, you o�en need to find out where you are
going or what you are doing when ‘on the go’. These types of services generally include maps
and direc�ons to further assist users. Clearly, on GPS handsets these are powerful services.
• Mobile Local Search – A directory search that is based on content and search results from a local
area/community.
• Mobile Discovery Services – these types of services collec�vely offer users recommenda�ons
on what they should do next. Rummble is one of these types of LBS powered services that
use trust-based recommenda�ons to assist users in discovering content that they would be
interested in consuming that is nearby to them. Please click here to link through to the WAYN/
Rummble case study.
• Dynamic Mobile Selec�on Interface Services - Defined by the innova�ve service Worldport™
Navigator dras�cally speeds up and streamlines the mobile search process by taking account of
mobile users’ needs and the fact that they want to make as few clicks as possible. Worldport™
is a push-bu�on service whereby you download an edited set of screened websites as desired
content across categories and sub-categories depending on the type of content that you want
to access, then there is a final internet step to access the par�cular webpage. This type of
service allows direct naviga�on to the mobile website and/or automa�c dialling to a customer
service number of the company. Clearly for many users this is a fairly transforma�ve way to use
the mobile web and it demonstrates why travel companies need to ensure that their mobile
content/services is compelling to ensure that it is ‘desired’ by users and not lost at sea.
Spotlight on: Voice recogni�on and mobile search
One set of technologies that can help to get around many of the frustra�ons of searching on
one’s mobile is: Voice search, where voice ac�va�on ad recogni�on allows a user to speak
search terms and phrases into the mobile search engine or an applica�on rather than having
to type it into the phone. These solu�ons are not perfect and do not work perfectly all the
�me but they are a step in the right direc�on and this may be the direc�on mobile search will
be heading as handsets con�nue to get smarter. Combining mobile voice search and loca�on
based services could be par�cularly powerful.
A clear example:
Both Google Voice Search and Yahoo! Onesearch with Voice work in a similar way: a user
presses down the talk bu�on on their phone, speaks a few words as a search term and then
the request is sent to the search provider’s servers, converted to text and then results are
returned in text form. Perhaps this style of ‘one-finger voice search’ may be useful and make
search much easier when freed from the keypad. These types of services are par�cularly
exci�ng where the underlying voice recogni�on so�ware (in the case of Yahoo! provided by
Vlingo) learns and adapts to one’s voice the more it is used.
(Source: Cnet, November 2008)
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