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Mobile Search Battle Where to Spend Your Time & Money (ahhem….Death by Data) SES Chicago ‘08 By: Cindy Krum Director of New Media Strategy Blue Moon Works, Inc.

Mobile Search Battle

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Page 1: Mobile Search Battle

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.

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Between 3 and 7% of Traffic to

Traditional Sites is from Mobile

Devices

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Types of Mobile Search

• On-Deck Search

• Off-Deck Search

• Mobile Search Applications

• Alternative Query Input Search

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On-Deck Search

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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

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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)

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On-Deck Search:Top Providers

• White Label Search– Medio– JumpTap

• Traditional Search Engines

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• 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

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• 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

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Off-Deck Search

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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)

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Mobile Search Applications

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Mobile Search Applications

• Are Downloaded to Phone then Installed

• Have Search Function that Accesses Closed Set of Web Content

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Local Mobile Search Applications

Yelp YPMobile

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JuiceCaster PhotoBucket

Flickr

Picasa

Mobile Image Search

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Mobile Video Search

Truveo YouTube

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Mobile Shopping Search

NearByMeNow Slifter

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Alternative Query Input Search

– SMS Search• Goog411

– Voice Search & 411• ChaCha

– Image & QR Code Search

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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

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Contact Me!

Cindy KrumDirector of New Media Strategy

[email protected]

Direct: 303-865-5555

Blue Moon Works, Inc.www.BlueMoonWorks.com

3773 Cherry Creek Dr. North, #985

Denver, CO 80209