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Mobile Search Intro

SMX Mobile
October, 2007
by Gary Price

Director of Online Information Resources, Ask.com
Founder and Editor, ResourceShelf.com
Founder and Editor, DocuTicker.com
gary@resourceshelf.com

http://www.resourceshelf.com/wp-content/uploads/2007/10/smx_mobile_intro.html

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http://tinyurl.com/2fy249

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http://digbig.com/4trfd

An Invite to visit ResourceShelf.com
Updated Daily with News and New Resources

Things to Consider:
Mobile Access (to Internet) & Mobile Web Search
Abridged Page at: http://tinyurl.com/2c44ml

What Advertisers Need to Think About

2 Examples

Local Mobile, Different Needs

The Resident
The Traveler, Visitor

Thinking Like A User: Perceptions & Reality

Complicated? If that's the case, you've lost the user.
Downloading? Worth It? For tech geeks maybe? Others? Not sure.

Muliple Learning Curves: Do People Want to Take the Time?

Awareness? You Mean It's On My Phone? It's Not? To Complex?
Why It's Needed (and vs. other services)?
Availability? Cost Per Month?
How to Get It/Can I Get It? How to Use It?

One Carrier vs. Another vs. Carrier Agnostic

You mean my friend can have the service but I can't?
You mean my friend can download the app but I can't?

Learning Curve: Not Only the Services but the Concepts of Mobile

Does a user user want to learn?

What will get them motivated to try? Where's the value?

What will motivate them to try these services?
Something that is supposed to makes life easier, is it to much effort for most people
"Just forget it!"

Searcher Behavior (Which Mobile Web?)

Users still have issues with "regular" web search
Acronym Frenzy (SMS, MMS, IVR, etc.)
So just how many learning curves can one deal with?
Voice Activated Tools for Traffic, Movies, etc. (Interactive Voice Response)
Example: Mobilcasting, Takes Podcasting and Makes it Easier (for Most People)
Productivity Tools like Spinvox, Reqall, and CallWave

The Future

Who are Your Users?; Who Do You Want to Use the Service?

Industry Wide Education, EXPLAIN!!!
Keeping it Simple, "Grandma Accessible"
Cameraphone Searching and Usage Mobot ||| Semapedia

Advertsing (Where Does it Fit In?)

Getting People to Click on Them, Notice Them vs. Keeping it Moving

Save the End User Time
Too Many Ads on a Mobile Page = Just Forget It

Size of Ad to Get Noticed in the First Place
Design of Web Pages (Too Large, Slows Page Load Times), Noticeable with Mobile

Tools (Just a Link) to Allow the User to Use the Ad Offline (for Example, Send it to Your Email)

Ads with IVR (Here's your info BUT FIRST...),

Knowing Location Can Also Deliver HYPER-Local (Real-Time Advertising) Ads
Opt-in Example: With GPS Phone: You are Near "Noodles."
Come in During the Next 12 Hours and Get xxx Off Yout Order

My View is That Branding Search and Specific Search Services is Worth Considering

On a Local and National Level

Sports Scores Sponsored by ....
Flight Delays Sponsored by...
With GPS and Other Tools Easy to Localize Branding

Some of My Favorite Mobile Services

Orb
Stream music, access folders, and more from your primary computer
Soonr
Access your computer via your mobile phone or device. Use Skype from your mobile phone
Free