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Mobile Search BattleWhere to Spend Your Time & Money
(ahhem….Death by Data)
SES Chicago ‘08
By: Cindy Krum
Director of New Media Strategy
Blue Moon Works, Inc.
Between 3 and 7% of Traffic to
Traditional Sites is from Mobile
Devices
Types of Mobile Search
• On-Deck Search
• Off-Deck Search
• Mobile Search Applications
• Alternative Query Input Search
On-Deck Search
On-Deck Search:Top Searches
• Frequently Used for Downloadable Content (Free or Put on Your Bill)– Ring Tones & Ring Backs– Wall Paper & Desktops– Games
• Also Used for News, Entertainment & Directory Service
• Carriers Have Info = Massive Targeting Power
On-Deck Search:Overview
• Provided by the Carrier• Walled or Semi-Walled Garden• Content & Ads through Agreements with
Carriers• Not Location Aware• Preferred 38% of the time, when
Compared to Off-Deck Search according to iCrossings, (but 87% said it was because of Convenience & only
28% said it was because of good results. April 2007)
On-Deck Search:Top Providers
• White Label Search– Medio– JumpTap
• Traditional Search Engines
• Medio– On-Deck Mobile Search Engine– Also:
• Serves Contextual Ads in Search, Based on– Search History– Click History– Geography– User Demographics
• Serves Ads in On Mobile Websites that Have Signed Up as Publishers
• Pay-Per-Call Ads through Inginio
• JumpTap– On-Deck Search Engine– Results Ranked Based On:
• Submissions & Spidering• Subscriber Data From the Carrier• XML Feeds• Editorial Review
– Also:• Pay-per-click• Pay-per-call• Banners• Interstitials
Off-Deck Search
Off-Deck Search:Overview
• Like Regular Web Search
• Not Controlled by Carriers
• Handset/Browser Can Impact Search Results
• Not Location Aware (Yet) • Preferred 69% of the time, when
Compared to On-Deck Search according to iCrossings, (April 2007)
Mobile Search Applications
Mobile Search Applications
• Are Downloaded to Phone then Installed
• Have Search Function that Accesses Closed Set of Web Content
Local Mobile Search Applications
Yelp YPMobile
JuiceCaster PhotoBucket
Flickr
Picasa
Mobile Image Search
Mobile Video Search
Truveo YouTube
Mobile Shopping Search
NearByMeNow Slifter
Alternative Query Input Search
– SMS Search• Goog411
– Voice Search & 411• ChaCha
– Image & QR Code Search
Other Ways to Get Eyes on Phones:
• Create Agreements with Handset Manufacturuers:Sony Pictures, News Corp., and CNN have closed deals to distribute directly to the N95 (Links to content on Home Screen)
• Create Agreements with Carriers:MVP, a free ESPN service offered by Verizon
Contact Me!
Cindy KrumDirector of New Media Strategy
Direct: 303-865-5555
Blue Moon Works, Inc.www.BlueMoonWorks.com
3773 Cherry Creek Dr. North, #985
Denver, CO 80209