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| Search has transported from the internet to the mobile and has been identified
as an area of enormous growth. Mobile subscribers are currently tentative.
But with growing confidence they are exploring the internet over their
mobile devices. Mobile search will be a key market in the mobile Web. |
Search has transported from the internet to the mobile and has been identified as an area of enormous growth. Mobile subscribers are currently tentative. But with growing confidence they are exploring the internet over their mobile devices. Mobile search will be a key market in the mobile Web.
Mobile search will be moved away from the generic style of searches seen on the fixed internet to more personal services, in which local search will be the killer app. Through these local searches Location based services and location based advertising will be able to gain vital revenues as mobile subscribers using mobile search will be able to reveal what area they are in, and exactly what they are searching for.
Mobile search and the mobile Web have had a tentative start. However, as mobile data speeds and charges improve, this will drive mobile subscribers onto the mobile Web and mobile search. Internet content on the mobile Web is improving and this will increase the QoS on mobile search, which will in turn drive the usage of mobile search. Local and social searches will be a trait in mobile search and this will differentiate the service from the fixed internet and give mobile search a competitive edge.
Mobile operators have created their own search engines and have also accepted deals from the internet giants to display their searches. Mobile only search engines have come into the market with various methods of search. Mobile vendors have also become involved in mobile search. Mobile advertising will be intrinsically linked with mobile search for the foreseeable future and this report will analyse the impact that the mobile search industry will have on the market. It will also assess how mobile search will alter in the coming years and what users expect from their mobile search.
Reading this exclusive management report will tell you the following:
• Who are the main players in mobile search and what are they doing?
• What are the methods of mobile search being used in today’s market and what forms will be best used for the future?
• How successful will mobile search be?
• What are the drivers and barriers to mobile search?
• What will mobile search provide in the future landscape?
• How will mobile advertising and mobile search work together?
Find out the answers to these and many other questions by buying this vital industry insight.
Are you involved in mobile search? Should you be? This report will help you to decide the right direction to take in the mobile search market.
Why you need to order this report today:
- Brands/Marketers- Discover what opportunities exist in the mobile search market and what strategies need to be taken in this space. Learn about market issues specifically related to mobile search and how these issues can be best used in furthering the interest and success in the mobile search market.
- Mobile operators- Gain an insight into how mobile subscribers search, on or off portal. Discover what can be done to improve the operator’s mobile search in order to compete more effectively with the internet search engines which are crossing over to the mobile platform.
- Search engine providers- Discover what format mobile subscribers want from their mobile search, what are the best ways to maximise the potential of mobile search, and gain an insight into what mobile subscribers want from their mobile search.
Act today and order your copy of this innovative report.
Table of contents
Chapter 1 Introduction
1.1. Executive summary
1.2. The Mobile Web
1.3. Mobile search
1.4. The focus of this report
Chapter 2 Mobile search
Table 1. Key differences between fixed line and mobile search
Chart 1. Types of search marketing
2.1. What kind of search?
2.1.1. Mobile optimised search engines
2.1.2. Mobile question and answer service
2.1.3. Mobile directory services
2.1.4. Mobile discovery services
2.1.5. Mobile navigation services
Table 2. UK Mobile data charges
2.1.6. Mobile video, image and audio search
2.1.7. Mobile social networking search
2.1.8. Mobile local search
Chart 2. Google mobile search category share
2.2. What are people searching for?
2.3. Fixed internet search into mobile
Table 3. Top UK web rankings December 2007 (fixed internet)
Table 4. Top US online brands as of February 2008 (fixed internet)
Chart 3. UK users and mobile search
Chapter 3 Mobile search businesses
Chart 4. US search engine market share January 2008
Chart 5. Japan search engine market share January 2008
3.1. Google
3.1.1. Google loyalty
3.1.2 Synonymous with search
3.1.3. Google on the mobile
3.1.4. Android
Table 5. Open handset alliance members
3.1.5. Advertising on Google
3.1.6. Spoiled for choice
3.1.7. YouTube
Chart 6. Number of clicks per query in search
3.1.8. Google Maps
3.2. Yahoo!
3.2.1. Destined to play second fiddle?
3.2.2. Layout
3.2.3. Mobile compatibility
3.2.4. Current mobile vendor deals
3.2.5. Portal
3.2.6. China scandal
3.2.7. Flickr
3.2.8. The Dot Com bubble
3.2.9. Advertising on Yahoo!
3.3. Live Search
3.3.1. The role of Microsoft in mobile search
3.3.2. Rival to Android?
Chart 7. Operating systems market share Q2 2007
3.3.3. Usability
3.3.4. Multimap
3.3.5. Advertising on Live Search
3.3.6. E mail trump card
Chart 8. Internet search engine market share for four weeks ending January 26th 2008
3.4. Censorship
3.5. Familiarity vs new tailoring
3.5.1. Accountability
3.6. Mobile specific search engines
3.6.1. SMS based search services
3.6.1.1. Any question answered
3.6.1.2. 4INFO
3.6.1.3. Askmenow
3.6.1.4. Texperts
3.6.1.5. Manpower: Pros and Cons
3.6.1.5.1. Positives
3.6.1.5.1. Negatives
3.6.2. Mobile directory services
3.6.2.1. Mobile YELL
3.6.2.2. From hard copy to mobile
3.2.6.3. A local search provider
3.2.6.4. Mobile friendly
3.6.3. Mobile content search
3.6.4. Mobile operator searches
3.6.5. Nokia search
3.6.5.1. Search the mobile
3.6.5.2. Search the mobile Web
3.7. Business funding
3.8. Longevity
3.9. Consolidation
3.10. Who uses mobile search?
3.11. Why search?
3.12. Entertainment or business?
3.13. Local search
Chart 9. Top 10 local search categories January-April 2007 UK
3.14. Information mobility
3.15. Handsets
3.15.1. The iPhone
3.15.2. BlackBerry
3.15.3. Nokia N95 and N800
Table 6. Mobile search strengths, weaknesses, opportunities and threats
Chapter 4 Standards and technologies in mobile search
4.1. Markup language
4.2. Web 2.0
4.3. 3G
4.4. EDGE
4.5. Mobi top Level Domain
4.6. Mobile search solutions
4.6.1. V-Enable
4.6.2. Fast search and transfer
4.6.3. Openwave systems
4.6.4. mobilePeople
4.6.5. Mobile Commerce
4.6.6. m-spatial
4.6.7. mSpace mobile
4.7. Mobile search deals with operators
4.8. Mobile search in developing countries
Chapter 5 Mobile advertising
Table 7. Advantages of mobile marketing over fixed traditional marketing
5.1. Advertising as the principal source of funding for mobile search
5.2. Why advertise on mobile search?
5.2.1. The potential audience
5.2.2. The success of internet search
5.2.3. Locality and mobility
5.3. Who is advertising?
5.4. What are the methods of advertising on mobile search?
5.4.1. Banner advertising
5.4.2. PPC
4.4.3. SEO
5.5. Advertising on mobile search; advantages and disadvantages
5.5.1. Advantages
5.5.2. Disadvantages
5.6. Accountability of search engines in mobile search advertising
5.7. The role of operators in mobile search advertising
5.8. Mobile advertisers
Chapter 6 Tomorrow's search
6.1. What will tomorrow’s users want from a mobile search?
6.2. Social networking
Chart 10. US Teen online social network users 2006-2011
6.2.1. Why mobile social?
6.2.2. Portability
6.2.3. Local integration
6.2.4. Ability to become really social
6.2.5. Social recommendation
6.2.6. Barriers
6.2.7. Speed
6.2.8. Technology
6.2.9. Interaction
6.2.10. Facebook and MySpace
6.2.11. Loopt
6.3. Local search will be the killer app
Chart 11. Top 10 mobile local search categories, Europe, Christmas 2006
6.3.1. Push to call
6.3.2. Mobile mapping services
6.4. Image services
6.5. Video searches
6.6. Mobile content searches
6.7. Discovery over search
6.8. Security issues in tomorrows search
6.8.1. Cyber crime in mobile search
6.8.2. Younger users
6.8.3. Guidelines
Chapter 7 The mobile search landscape in 2013
7.1. The role of the operator
7.1.2. The operator search portals
7.1.3. WAP
7.2. The role of the mobile search engines
7.3. Google
7.4. Yahoo!
7.5. Microsoft
7.6. Forecast
Chart 12. Mobile users forecast 2007-2013
Chapter 8 Conclusions and recommendations
8.1. Mobile operators
8.2. Search engines
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