Rob Groot

22nd – 23rd September 2009Crowne Plaza Hotel, San Jose, CA

Metaplaces;Metaplaces;

Mobile local searching Mobile local searching for perfection for perfection

© Evident Strategies© Evident Strategies


Your Panel

• Kenn Raaf, Mobile Advertising, Search & Commerce

Business Development, Boost Mobile

• Tom Wailes, Senior Director, local product & design, • Tom Wailes, Senior Director, local product & design,

Yahoo!

• Greg Sterling, Editor, Internet2Go

• Jorey Ramer, Founder and Vice President of

Corporate Development, JumpTap

• Rob Groot, Principal, Evident Strategies© Evident Strategies© Evident Strategies


Discussion

Why are we here?

ITU; by the end of 2009:

• 1Bn PCs

• 1.5Bn TV sets

• 4Bn mobile phones !!

Jupiter (2008) mobile internet use:

• 800M in 2009

• 15B in 2012



Discussion

What is the sandbox?

• Mobile Local Search – Consumer Pull (not push)

• Mobile = Mobile Phone (for this discussion)• Mobile = Mobile Phone (for this discussion)

• Location: X & Y but also block/locality/region/state

Few Questions:

• What is more important? Mobile Phone – Wallet

• Do you take your phone to bed?

• Where do 59% of Americans take their phone to check

email?© Evident Strategies© Evident Strategies


Discussion

Statistical background: Opus April 2009 (Small user base)



Discussion

CAUTION !!

• Low clutter tolerance; Relevance is king

• Context needs to be established:


• Context needs to be established:– location,

– Past behavior,

– time,

– Profile.

• Localized , “actionable” content will maximize return

• Mobile users more likely to respond – 5 – 10x click-throughs (higher with location


Discussion

How to get in the search market and stay there:

Will internet search powerhouses lead the way on mobile or

can others carve their niche?

“Yahoo, Google and Microsoft are established, will only leave crumbs for a handful of niche players. Look at the recent acquisition of acuity by Navteq, consolidation is already happening”

• Start discussion with Jorey Ramer, Jumptap



Discussion

What is the value of location?

“In the past weeks I have heard statements that Location knowledge was “Overrated” and that it was paramount.”

• Start discussion with Greg Sterling



Discussion

How to create the ecosystem to support profitable local ad

models?

“The eco-system is there, it is just too hard/complex to figure out and local retailers do not have the time or patience to actually make this work for them”

•Start discussion with Tom Wailes, Yahoo



Discussion

As mobile search boxes multiply, who will ultimately access

the search (targeting) data?

“The mobile operator know the user and their profile and they control the deck and can manage access to different sources, they will hold the key to success”

•Start discussion with Kenn Raaf, Boost Mobile



Discussion

How to adapt web content for mobile applications and local

advertising?

“it is too complex to develop for each mobile platform we will just have “it is too complex to develop for each mobile platform we will just have to live with the existing content”

•Start discussion with Jorey Ramer, Jumptap



Wrap up

Questions?

Summary

LBA/LBS White Paper


Technology

Rob Groot