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12.05.07
SES - Mobile Search Battle Royale
 By
Navneet Kaushal
Mobile Search Battle Royale: The search wars are going mobile. With mobile carriers working with advertisers, Web giants looking to extend their brands into mobile, and Yellow Pages or Directory Assistance players getting into mobile, the stage is set for a battle royale.
This session will enable search industry professionals to understand opportunities in mobile search. The panel will present some of the first industry data on mobile search categories and strategies employed by leading practitioners. The audience will come away with a solid understanding of the fundamental marketing issues at work, backed up by hard numbers.
Moderator: Dana Todd, Co-founder and Principal, Site Lab International Inc.
Speakers: John du Pre Gauntt, Senior Analyst, eMarketer, Jeff Torgerson, Manager - Product Management, Idearc Media Corp
Dana welcomes one and all and announces the formats of the session. The action starts with
John du Pre Gaunt from eMarketer, when he introduces eMarketer, he emphasizes "the stakes." He says that the mobile has been the biggest digital interface since the World Wide Web, and says that no one has "cracked the problem cold" circa 2007. And that the quest for the search category to drive the mobile search into the mainstream. The whole process involves both technical as well as social engineering considerations. Today the web search is well established, however the mobile search is still a far cry from its Internet counterpart. The reason he thinks is that there's no main industry to make it happen.
He says that at present there are three main industries namely mobile telecom, yellow pages and web portals which are charging into mobile search. The situation's been made dismal by the fact that the web biggies and telecom biggies don't like to share data, so it's difficult to transfer data between the two. He further dispels the misconception that "mobile search is about answers instead of links." He says that its usually the customers are about to make a decision, but the way out is how easily their search changes to action.
When it comes to mobiles the advertising objectives are well know, they are to elicit direct response, to get content sales, branding etc. So if all of these facets are put together then mobile is pretty much a marketing interface. In terms of figures the number of mobile users would sore to 900 million by the year 2011, he shows a chart with mobile search revenues for different years like for 2006 its 6.8m and 2.3 billion by 2011. For the US alone there'll be 55m mobile search users, the mobile internet figures would be 64.8m. The revenues for US would be to the tune of 700m in 2011. According to the Kelsey Group the Mobile search revenues would touch 920m by 2011. While 200m is different figure it's close statistically.
The correlation between mobile Internet use and mobile search is very strong. He says that you've to start planning now, as during Christmas there'd be a blackberry for $99 and it'll handle all the mobile html and have a qwerty keyboard. 324Million units would be sold in 2011. He then goes on to emphasize the importance of networks, and there's a correlation between mobile search use and higher speed networks. When compared there'd be more 3G users than not.
The consumers have shown receptivity to the ads. There's also receptivity towards using systems that would charge lower monthly subscribers fee and adverting. The next few slides drive home is point that there would be consolidation in the markets. After which Dana questions the crowds whether they are taking out mobile budge out of existing search budget versus other kinds of budgets such as brand budget, and the answer is a resounding yes. John then says that people are still in an experimental phase when it comes to utilizing their "play money" as he calls it, which is met with agreement by the audience. Some industries are already doing well on mobiles like the food, beverage and entertainment other industries such as travel are also making progress very fast.
Continue reading this article.
About the Author:
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals. Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here.
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