Mobile Search – The Next Big Thing?
Annual Report phone sales forecast to hit 1 billion by 2009 and there are already 4 times as many are Internet-enabled phones in the world than PCs.
According to dotMobi (www.dotmobi.net), a third of the world are connected via mobile phones today and about half is expected that by using a mobile Internet phone 2008th An IPSOS poll shows that 29% of mobile phone users in Britain for news and information on their mobile phones did in 2005.
The statistics are impressive and will beat any marketer pulse higher. But it seems that we hear about the potential of mobile search market for some time, and yet only a few travel companies seem to be in the mobile search space and mobile e-commerce sales are still active modest.
Until now, most advertisers have been ignored as a mobile marketing channel, according to a new report by Forrester Research as “Interactive Marketing Channels to the year 2007.” He suggests that only 13 percent of marketers are using mobile SMS messages and only 11 percent bother advertising on wireless application protocol (WAP) pages. It seems clear that advertisers are waiting for evidence that the market is there before deciding to jump in himself.
Barrier and limits to growth
Despite the large number of people who have access to the mobile Internet there are a number of barriers to mobile web adoption to have. For example:
1. Cost and clarity – carrier data plans can be expensive and confusing compared to normal Internet access plans
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2. Screen size – the limited screen size of many handsets
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3. Easy to use – are due to the limited screen size, an increased number of clicks needed to content
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4. Missing content -. Is there a “walled garden” approach to the content offered by many mobile operators, not all mobile users full access means to get to content,
Competition – the WiFi explosion
Another factor that may have affected the growth of mobile Internet usage is the increasing availability of high-speed internet access in many public areas. Airports, hotels, bars, libraries, and commercial shopping centers are increasingly offering WiFi, and it is often free. This user laptops and PDA’s is encouraged to access the Internet while driving through mobile phones.
Mobile is the perfect advertising platform
Despite these obstacles to the growth of travel companies can not afford to ignore the e-commerce and marketing potential of this platform. All barriers to growth outlined in the course of time be overcome as technology improves and network and content providers adapt their services to facilitate their growth. The question is not really whether the mobile search market to achieve an effect, but as it is to achieve an effect.
In many ways the perfect mobile advertising platform. It is always with the consumer, and on, there are personal data profiling, it offers location data, it is interactive and it has already built several billing options to
Currently, the great mass of mobile searches are based on sounds, news, entertainment, maps and directions, directory listings, restaurants and other local services ring. How is a day to 60,000 users in the UK to check train times on their phone.
Local search is clearly natural mobile advertising opportunity. In future, more complex queries and more transactions will return as the technology advances and users become more comfortable using their mobile phones for the search.
said in a recent interview TravelMole Nancy Lyndhurst, the product manager for O2, some of the larger travel brands such as Cathay Pacific, Accor Hotels and KLM already successfully marketing with mobile technology. It also relied on the example of receiving a last minute holiday £ 3000 on-line booking by a customer on their mobile phone.
Mobile marketing spend to achieve 11000000000 $ to 2011
A recent report by the telecom division of Informa Group, said that advertisers expect a massive 11000000000 $ on mobile marketing in 2011 to spend. Optimistic predictions of which have forced the major search engines to start making significant investment in the future of mobile search is.
Google have predicted that their mobile division is based in London, “the biggest driver of new business for the company.
Google has developed its own mobile search engine and can offer a number of deals on mobile search services to major operator portals. Motorola have even decided to add its own “Google” button to submit some of his hand. LG, one of the top 5 mobile companies in the world, have announced that they begin to mobile phones with pre-installed Google services from this month ship.
Yahoo has unveiled a new application called Yahoo Go Mobile, which makes their various services available on certain phones. Not to excel, Microsoft launched Live Search for Mobile in February at the 3GSM World Congress in Barcelona.
There are also a number of start-ups like JumpTap and Medio, which may be to bring new services to the mobile search space.
It is clear that the major search properties, in partnership with handset manufacturers and network services, intent on driving the mobile sector are looking forward. With this type of dynamics, there is no doubt that mobile search marketing, finally, a large part of online marketing has become, it’s just a matter of time. Could 2007, the year of mobile search?
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